Generation Z wants to create movements, not just consume them.

observation — attributed to Amanda Slavin

Slavin's note on Generation Z is that they engage when whatever they are doing is of value and can make significant change. They want to create movements. They want to create their own reality. The implication for brands and event designers is to give them opportunities to develop content, share their voice, see themselves heard and valued. The asymmetric risk is on the brand side. If a Gen Z audience does not believe a company is authentic, they will go on social media and try to take that company out of business. The discipline is to ask them what they want to see and to actually deliver it, because not delivering carries higher cost with this audience than with any previous one.

For brand strategists, marketers, and community builders working with Gen Z audiences. The observation is most useful as a frame against the temptation to treat Gen Z as a target rather than as collaborators.

gen-z, movement-creation, voice, authenticity