Gen-Z valuable for the future of any business

They are demanding people who can no longer arrive with silos of disjointed business systems or a fragmented multichannel solution.

Opposite Gen-Z are older employees with their ingrained working patterns and the management with usually little knowledge of new technology. And that may be the biggest challenge. “There is a gap between the technological vision and the workforce. There are still too few digital natives. As a result, innovative initiatives run up against resistance. They are started up on a small scale, but before they go into production and are connected to existing business processes, things go wrong. “I read this on I remember how in 1994 I started some whiz kids in my company with the Internet. They developed a phenomenal platform for the transportation industry. It cost my business more than a million. In 1998 I made the young people independent. There was no dry bread to be made with it. The then company of the smart guys still existed for a few years. Then it stopped. The men were way ahead of their time. We broke up smoothly and I took my loss. But I’m still glad I wasn’t an obstacle for Gen-Z at the time. Because I still admire that these people back then walked so ahead of the troops and brought so much knowledge into the organization. And the agency got a big lead when it came to digital thinking.

Agencies must have the guts to look six or seven years ahead and have a long-term vision. These days, digital acceleration is essential. Young people understand the potential of new technology. Entrepreneurs or office workers with ambition and daring take up the challenge with their clients to find out where projects can be lifted off the ground to experiment. Get Gen-Z on board. Let them translate the knowledge within the organization into data and ask them to clarify what you can do with that data. Provide accurate data to make strategic decisions.

The so-called Generation Z can certainly be valuable for the future of a company and that the stereotypical image of “young people who neither work nor study” is incorrect. Enthusiastic young people often have to fight against this stereotype.

Sanne Abalain, communications advisor at NS has been nominated for Communication Talent of 2020. Rightly so. This Gen-Z-ter came up with Succes @ NS, unscripted vlogs from team managers, sent via internal WhatsApp groups. The vlogs were quickly embraced and made the entire organization more communicative. Abalain herself says that she wanted to bring the life of the Dutch Railways closer and it is important to keep the themes light and fun.

Incidentally, it also applies to the elderly that they have to fight against stereotypical images such as that of the dusty oldie. Content marketer Aart Lensink wrote a nice column about it on Linkedin under the heading: “Growing old with dignity in media and marketing, is that possible?” “Large media companies on the Dutch market quickly send experienced professionals home during reorganisations,” he writes. “Of course they motivate their choices differently. Age, of course, never plays a role in getting rid of the oldies. Of course (and fortunately) there are indeed seniors – people over 50 – who just keep going and develop. And in the management of many media companies, and also on the advertiser’s side, there are certainly people in their fifties. Fortunately. But regular team members who have not made it to the top in marketing and media have a hard time at many companies. ”He calls on seniors to continue to develop and also says:“ Embrace the new and subtly tell the next batch that they are not the first people. are on earth, and not the first to get started with media and marketing. Get them to accept something from you. And vice versa: take on young talent. That can lead to surprising projects. “

In an H&M branch in Stockholm, customers can have their old clothes transformed into a new garment. The recycling machine “Looop” completes the entire process in a few hours. The project is in line with the broader sustainability goals of the retailer. ( When you talk to young people about this, they think it is such an obvious development. All the bears we see elderly just lust after them. Looop is part of H&M Group’s ambition to become fully circular and climate positive by 2040. For example, by 2030 the fashion chain only wants to use recycled or sustainably produced materials. Last year, that share was 57%.


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