Engaging Gen Z Approaches

The fact that 81% of young people set to inherit large wealth are planning to fire dad's financial advisor is not a surprise. The surprise is how few legacy wealth management firms and private banks have any plan to address this whatsoever. Don't get me wrong, I'm sure they have meetings about it and pay consultants to "produce educational content" for the household offspring. But then they also have million-dollar minimums or payout grids disincentivizing FAs from taking sub-$5 million accounts. And that's why they're going to lose and you're going to win. They don't want it badly enough. They're not willing to put time, effort or capital on the line. Here are three actions you can take right now: INVEST in hiring and training younger advisors. Feed them now so they'll be ready for this opportunity when the time comes. It's a leap of faith to put new prospective clients in front of less experienced CFPs. Have faith in your next-gen advisors. Take the risk. SEGMENT your service tiers so that there is a grown-up, beyond-robo solution in place for HENRY (High Earner Not Rich Yet) households that doesn't infantilize them. Treat young adults like they're important to the firm, not a side business or a farm team. Educate them about what you're doing to the point they can repeat it back to you. CREATE so you can get in front of the inheritor generation, winning hearts and minds on the platforms they use. Communicate in an authentic way. Under 40's will not be marketed to by brands, they want to believe in you and your people. Do you believe? If not, they won't either. Read Robert Frank for CNBC https://lnkd.in/ewdUzVTk

I've been reflecting on one major trend from last year that I feel will be hard to ignore in 2025: Gen Z’s relationship with brands and social media. This generation doesn’t just consume content, they drive it. And they do so with a level of authenticity and transparency that demands our attention. For Gen Z, brand loyalty isn’t built on flashy ads or influencer endorsements alone. It’s about values. It’s about knowing what the brand stands for and aligning with causes they care about: be it sustainability, inclusivity, or social justice. Here’s how I’ve been thinking about this shift as an entrepreneur: For Gen Z, being true to themselves is really important. They want brands that embrace uniqueness and support personal expression. To connect with them, we need to be authentic and offer products and messages that let them express who they really are. Social Media is the New Word of Mouth: If you’re not engaging in the conversations Gen Z is having on social media, you’re missing out. They trust their peers and online communities more than traditional advertising, and their feedback is immediate and powerful. Experience Over Projection: For this generation, it’s not just about seeing an ad but engaging with a brand in a meaningful way. Whether through personalized experiences, interactive campaigns, or exclusive content, creating a connection is more valuable than ever. Gen Z is not just shaping the future of business but is redefining what it means to build loyalty and trust. Is your brand ready for this shift?

𝐒𝐢𝐱 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬. 𝐎𝐧𝐞 𝐰𝐨𝐫𝐤𝐟𝐨𝐫𝐜𝐞. 𝐔𝐧𝐢𝐟𝐢𝐞𝐝 𝐧𝐨𝐭 𝐛𝐲 𝐚𝐠𝐞—𝐛𝐮𝐭 𝐛𝐲 𝐩𝐮𝐫𝐩𝐨𝐬𝐞. I believed leadership meant setting direction and ensuring alignment. But over time—I’ve come to see that real leadership isn’t just about strategy. It’s about 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯. That truth has never been more relevant than it is today. For the first time in modern history, 𝐬𝐢𝐱 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐜𝐨𝐞𝐱𝐢𝐬𝐭 𝐢𝐧 𝐭𝐡𝐞 𝐰𝐨𝐫𝐤𝐟𝐨𝐫𝐜𝐞. It’s a leadership challenge few of us were trained for. 🔹 𝐒𝐢𝐥𝐞𝐧𝐭 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 (pre-1946): Still serving on boards; shaped by duty and discipline. 🔹 𝐁𝐚𝐛𝐲 𝐁𝐨𝐨𝐦𝐞𝐫𝐬 (1946–1964): ~12% of today’s workforce; value stability, loyalty, and legacy. 🔹 𝐆𝐞𝐧 𝐗 (1965–1980): ~27%; independent, pragmatic, delivery-focused. 🔹 𝐌𝐢𝐥𝐥𝐞𝐧𝐧𝐢𝐚𝐥𝐬 (1981–1996): ~34%; purpose-driven, collaborative, growth-oriented. 🔹 𝐆𝐞𝐧 𝐙 (1997–2012): ~27%; inclusive, tech-native, values transparency. 🔹 𝐆𝐞𝐧 𝐀𝐥𝐩𝐡𝐚 (post-2012): The emerging workforce—digital-first, fast-learning, entrepreneurial. These differences show up in how we work: → Senior leaders value hierarchy; Gen Z favors flat structures. → Boomers seek recognition; Gen X wants autonomy; Millennials want meaning; Gen Z asks, “𝘞𝘩𝘺?” → Gen Alpha? They're learning, building, and questioning earlier than ever. What feels like friction is often just generational dissonance. In a recent HBR piece, put it well: “𝘠𝘰𝘶 𝘤𝘢𝘯’𝘵 𝘪𝘯𝘴𝘱𝘪𝘳𝘦 𝘢 𝘮𝘶𝘭𝘵𝘪𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘰𝘯𝘢𝘭 𝘸𝘰𝘳𝘬𝘧𝘰𝘳𝘤𝘦 𝘶𝘯𝘭𝘦𝘴𝘴 𝘺𝘰𝘶 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘪𝘯𝘴𝘱𝘪𝘳𝘦𝘴 𝘵𝘩𝘦𝘮.” That’s the shift we need as leaders: From uniformity → to personalization From authority → to empathy From legacy leadership → to 𝘭𝘪𝘷𝘪𝘯𝘨 leadership I now ask myself not just, “Am I leading well?” but “Am I leading 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵𝘭𝘺?” Because when we adapt our style—not our standards—we help every generation contribute at their best. Great leadership today means adapting with intention and embracing what makes each generation thrive. 𝐏𝐮𝐫𝐩𝐨𝐬𝐞 𝐀𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭: Connecting individual roles to a broader organizational mission fosters engagement across all generations. 𝐂𝐮𝐬𝐭𝐨𝐦𝐢𝐳𝐞𝐝 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧: Recognize and adapt to the preferred communication styles of each generation to enhance collaboration. 𝐅𝐥𝐞𝐱𝐢𝐛𝐥𝐞 𝐖𝐨𝐫𝐤 𝐀𝐫𝐫𝐚𝐧𝐠𝐞𝐦𝐞𝐧𝐭𝐬: Offering flexibility can address the diverse needs and expectations of a multigenerational team. 𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐋𝐞𝐚𝐫𝐧𝐢𝐧𝐠 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬: Promote a culture of lifelong learning to support professional development for all age groups. What shift have you made to better lead across generations? #HarveysLeadershipRhythms #ThoughtsWithHarvey #ExecutiveLeadership #TheLeadershipSignal #GenerationalLeadership #LeadershipReflections #LeadWithIntention #MultigenerationalWorkforce #LeadershipCue #Mentorship

Loyalty is failing. Gen Z & long-term commitment. 22% of Gen Z consumers consider themselves loyal to one brand is a clear warning for legacy loyalty strategies. Unlike previous generations, Gen Z doesn’t see brand loyalty as a long-term commitment, they’re loyal to moments, not just names. +43% increase in engagement and sales conversions among Gen Z Beauty brands offering "limited-edition drops" and collaborative experiences. +71% Gen Z say they would rather spend money on an experience than a product. >>Loyalty is FAILING, but why<< +Transactional systems feel outdated: Point-based rewards for repeat purchases don’t excite this audience. They expect more than discounts or free samples. +They’re brand-agnostic but experience-driven: Gen Z freely switches between brands if the experience, aesthetic, or values feel fresher or more aligned with their identity. +They buy into stories, not just products: They want to align with brands that represent something, social causes, cultural movements, or communities they relate to. >>DYNAMIC LOYALTY<< What’s this? as it name indicates its a system that rewards interaction, aligns with their values, and constantly evolves. And that is what your brand needs. → Create experience-driven loyalty programs: Offer early access to limited drops, invite-only events, or backstage content. Think like a fan club, not a punch card. +Example: A loyalty tier that unlocks tickets to a pop-up experience or an exclusive AR filter. →Let them co-create: Invite Gen Z customers to co-develop product ideas, designs, or campaign themes. Give them ownership in your brand’s creative journey. +Example: Voting on packaging designs or joining beta tester groups. →Align with their values: Sustainability, inclusivity, and social good aren’t nice-to-haves. they’re expectations. Use loyalty programs to reward actions too, like recycling, sharing causes, or supporting small creators. +Example: “Earn loyalty points by returning empties or attending a sustainability workshop.” →Deliver constant novelty: Rotate limited editions regularly. Use scarcity and surprise to create FOMO and buzz. +Gen Z doesn’t commit to a single brand, but they’ll keep returning if each visit feels fresh and share-worthy. →Go omnichannel but social-first. Should live across TikTok, Instagram, pop-ups, and web. Let them earn or unlock rewards through social engagement, not just purchases. +Example: A user gets exclusive content or perks for creating UGC with your brand. Bottom Line. Loyalty must be earned over and over through experience, relevance, and emotional connection. Think dynamic loyalty: a system that rewards interaction and go for it. Find my curated search of examples and get ready for your next HIT. Featured Brands: Balmain Benefit Chanel Charlotte tilbury Cerave Fennty L’Oreal OGX YSL #beautypackaging #beautybusiness #beautyprofessionals #experienceretail #luxuryexperiences #genz

If your media teams still think "search" means Google, you've already lost Gen Z, and they're not coming back. New data from WebFX shows 63% of Gen Z now use AI platforms like ChatGPT to search for information, vs. 28% of Boomers. But here's what should terrify every #CPG CTO: 96% of Gen Z use social search (TikTok/Instagram) vs. 64% of Boomers. This isn't a generational preference in my opinion; it's a platform fragmentation crisis that makes your traditional SEO infrastructure obsolete. The crucial figures are here, but you need to pay attention. - 99% still use Google, but as a backup, not primary ⚠️ - 63% use ChatGPT/Gemini/Perplexity, for "deeper answers" - 96% use TikTok/Instagram search for product discovery - 70% use Reddit/Quora, to validate what AI/LLM/social told them 💡 Gen Z doesn't "search" anymore; they triangulate across 4-6 platforms simultaneously, cross-referencing AI summaries against social proof and community consensus. Recent studies confirm 48% of users verify answers across multiple platforms before trusting information, and 66% believe AI will fully replace traditional search within 5 years. The infrastructure question no one's asking is "Are your product pages, FAQs, and brand content structured for AI retrieval, or just Google crawlers?" I know Mondelez, Reckitt, Coca-Cola, and L'Oréal have been investing in this for more than a year; I'm sure there are others. But I also know that many billion-dollar #FMCG brands are nowhere near this; they're still evaluating agency pitches on this. ⚠️ When a Gen Z consumer asks ChatGPT, "What's the best laundry detergent for sensitive skin?" your brand either appears in the AI summary or goes invisible. We strongly recommend 3 technical shifts for your 2026 and 2027 agenda. 1. Remember, GEO > SEO in the coming months. You should be restructuring content for conversational queries, schema markup for AI parsing, and FAQ architectures that feed #LLM training data. If your content isn't citation-worthy for ChatGPT, it won't exist for Gen Z. 2. Multi-platform content APIs are your new best friends. Build a more unified content delivery system that serves Google, TikTok search, ChatGPT, Reddit threads, and voice assistants simultaneously. One CMS, six distribution channels. The "mobile-first" playbook of 2015 is now "AI-first, social-second, Google-third." 3. And focus on zero-click analytics. 41% of consumers now rely on AI summaries instead of clicking through. Start investing in brand mention tracking across AI platforms, social search impression analytics, and conversational intent modeling. Traffic metrics are almost dead; brand presence in #AI responses is the new KPI. Millennials (65% AI adoption) are the bridge generation. Gen X (50%) still leans toward Google. Boomers (28%) are traditional. But by 2028, Gen Z will represent $12 trillion in direct spending power globally, and they'll never search the way we built your tech infrastructure in the 2010s. ecommert®

Gen Z is a huge market, but SMBs creating marketing campaigns often struggle to reach them. Why? Because traditional marketing often falls short. Gen Zs live on platforms like TikTok and Instagram Reels.  They prefer short, engaging videos, so one well-crafted video is more effective than many average ones.  👉🏾 Focus on quality. Start with a strong hook, using visuals, music, and text. 👉🏾 Get to the point quickly. Tell a story, even a short one. It could be about a customer, your company, or a helpful tip. 👉🏾 Include a clear call to action: what do you want viewers to do? 👉🏾 To maximize reach, you can repurpose your video across platforms like TikTok, Instagram, YouTube, and LinkedIn. 👉🏾 Don't forget to use relevant hashtags to help people find it. 👉🏾 Engage with them by responding to comments and starting conversations to build community. Gen Zs love authenticity. 👉🏾 Track views, likes, comments, and shares to see what works and adjust your strategy. Scaling any demand generation campaign is challenging, especially when targeting this demographic, but short-form video is a powerful solution. As HubSpot notes, "Short-form video is one of the most effective ways to reach younger audiences."  Embrace this trend. Create interesting content. Reach Gen Zs.  Have you encountered problems reaching a specific demographic? #b2bmarketing #b2cmarketing #marketingstrategy

Yesterday, I came across a term that I believe every Chief People Officer needs to know: Fourth Spaces™. The phrase comes from a new study commissioned by Eventbrite in partnership with Andrew Roth, and it captures a shift happening in the lives of your workforce, especially your Gen Z employees. These digital natives grew up not just in classrooms or offices, but in Twitch streams, gaming rooms, Discord servers, Reddit threads, and online fandoms. These communities aren’t just side hobbies. They’re where these youngsters' identity was shaped, friendships built, and passions were nurtured. Traditionally, when we’ve thought about fostering connection, we’ve leaned on “third spaces”, coffee shops, lounges, and other gathering spots that spark serendipitous encounters. Those still matter (even though they dying off in America). But they may not be enough for the generation entering and shaping your workforce today. Fourth Spaces are where online communities manifest in the physical world. An online book club gathering for the first time in person. A remote team leader creating a pop-up event instead of an office lease. A fandom turning cosplay and streaming culture into a live festival. For HR leaders, the implications are profound. When you’re designing your employee benefits stack, don’t stop at physical wellness (gym memberships) or mental wellness (EAP programs). Start thinking about social wellness (Kasley Killam, MPH). Imagine sponsoring your employees to buy a ticket to their favorite digital community’s live event. The data is clear: 84% of young adults who attend these kinds of gatherings meet a close friend, and nearly half say it deepens their sense of self. When you sponsor that type of life-affirming moment for them...That is retention. That is engagement. That is belonging in action. The future of work isn’t just hybrid policies or wellness stipends. It’s recognizing that your employees’ strongest sense of identity may start online, and asking how you can help bring it into the real world. I believe a natural evolution of employee benefits will be about investing in Fourth Spaces. So that your people can then show back up to work as their full selves. The question for every HR is simple: will you be the one to build it into your culture before someone else does? Link in the comments below to the study. It's fascinating.

Everyone going on about how ChatGPT is stealing market share from Google when the real threat is… Pinterest! Yes, AI search is a thing –but it currently only represents about a tiny slice of traffic. Most people don’t use AI chatbots as search engines. You know what Gen Z uses as a search engine instead, according to a new Adobe survey? Yes, Pinterest: 36% of consumers now start searches on the platform, rising to 39% among Gen Z. Why? The survey results indicate that 73% prefer its visual results, and 61% say results feel more tailored than Google’s. At this year’s The Marketing Meetup Conference, Rand Fishkin shared that 44% of Google searches are for specific brands, and 32% are navigational (ie to find the right website to go to). Pinterest searches are slightly different in that you look for “looks”, or even specific products, but not necessarily brands. And that’s a challenge. But the payoff is also good if you get it right as a brand. 80% of businesses say Pinterest drives more engagement than other search platforms – including Google Search. And most of them use Pinterest to drive web traffic (76%) and brand awareness (57%). The takeaway is: if you’re a challenger brand, you should probably be looking more closely at Pinterest. 👀

Supporting Gen Z in the world of work is no easy feat... ...especially when employers miss the mark in their talent acquisition practices and supervisors are underprepared to support the youngest generation in the world of work 💼 It is no easy feat to support an intergenerational workforce. As someone committed to workplace success, I've noticed three critical areas where organizations must invest to effectively integrate Gen Z talent into the intergenerational workplace ⬇️ ➡️ Transparency in job descriptions Gen Z professionals prefer clarity about what a role they're interested in will truly entail, including growth pathways and compensation structures. This transparency builds immediate trust and sets the foundation for long-term engagement. ➡️ Comprehensive onboarding structures Many organizations still treat onboarding as a checkbox exercise rather than a crucial developmental period (I've been there, and it was rough). Gen Z thrives when given proper context, clear expectations, and direct access to resources to help them thrive. A well-structured onboarding program helps curb future misunderstandings and demonstrates your commitment to intergenerational success. ➡️ Intentional feedback frameworks The absence of consistent feedback leaves young professionals vulnerable to imposter syndrome and uncertainty. By implementing regular coaching-oriented conversations, supervisors can help new talent build confidence while ensuring alignment with team needs. What strategies has your organization implemented to better bridge generational divides? Have you seen success with any particular approach to supporting Gen Z? 🤔

The narrative that Gen Z only searches on TikTok is wrong. Studies are showing the opposite. Gen Z actually uses Google more than any other age group — they’re just searching differently. They’re not typing “pizza delivery.” They’re asking “what’s the best late night food that won’t make me feel terrible tomorrow?” And it’s not just them. Google’s AI Overviews now reach over 2 billion people every month. And here’s the surprising part — people who use AI Overviews don’t search less… they search more. They start asking new questions they never would have typed before. So what does that mean for business? More searches. More nuance. More context. And queries traditional keyword research wasn’t built to predict. If Google is using AI to deliver deeper, more helpful answers… your ad strategy should too. #GoogleAI #SearchTrends #GenZMarketing #DigitalStrategy #AIOverviews