How to Connect With Younger Generations

They don’t care about your ping pong tables. They don’t care how long your brand has existed. And they definitely don’t care about your open-plan office with the green juice fridge. What Gen Z cares about? → Impact. → Transparency. → Leadership that actually walks the talk. I say this not just as a headhunter who works with FMCG boards to find global CMOs and GMs but as someone watching how talent pipelines are changing from the bottom up. For decades, employer branding in FMCG was almost self-sustaining. Global recognition. Category dominance. Maybe a graduate program with prestige. That’s not enough anymore. 83% of Gen Z candidates say they won’t even apply for a role if a company doesn’t clearly communicate salary and values (LinkedIn Talent Trends 2024). And 57% rank “authenticity of leadership” as a top reason to accept (or reject) a job offer (Handshake, 2024). I’ve seen this play out. Here’s what I’ve learned: Gen Z isn’t anti-FMCG. They’re anti-performative. Prestige doesn’t buy loyalty—purpose does. Your brand voice matters more than your stock price. So many global companies tell me, “We want to build future C-suite talent.” That starts now—with the stories you tell at the graduate level. If your early-career employer brand still looks like a 2015 PowerPoint deck, you’re not in the conversation. You’re in the past. Because this generation is researching your Glassdoor, analyzing your LinkedIn content, and checking if your leaders match your values. If they don’t? They move on quietly and permanently. For companies that get this right? You won’t just win Gen Z talent. You’ll build a leadership pipeline that’s ready for the future of FMCG. → Where brand and values are one and the same. → Where marketing starts with employee belief. → And where your next CMO might be watching your EVP video… and deciding if you’re worth their talent. Let’s talk about how to build that brand from Gen Z to the C-suite. #EmployerBranding #FMCGLeadership #GenZTalent #FutureOfWork #ExecutiveSearch #TalentStrategy

"Isn't Gen Z just another marketing buzzword?" Here are 5 reasons this generation is genuinely different, and I'm speaking as someone who's both studying them and is one of them. 👇 🔍 More than digital natives 40% of Gen Z believe that digital and physical are one reality. We're the first generation that never had to learn what "online" means. For us, there was never a split between digital and physical - it's all just life. We don't "go on the internet" - we live in a world where digital is the default, not an addition. 📱 The multi-platform reality While millennials grew up with Facebook, we grew up with choice. The average Gen Z uses 5 different social platforms daily. But here's what's interesting: we don't see them as separate channels, but as one continuous space. 🎮 A generation that made gaming a third place Gaming isn't our hobby - it's our social space. 47% of Gen Z gamers say they've made real friends through gaming. We don't "play games" - we hang out in Fortnite, socialize in Roblox, and build communities on Twitch. 45% of Gen Z gamers say, “I feel like my identity in a game is a truer expression of who I am.” Forty percent say it gives them self-confidence. 💡 Marketing immunity refined Traditional ads? We block them. Hard sell? We scroll past it. It takes us 0.5 seconds to recognize an ad. 66% of Gen Z use adblockers. But we follow creators, engage with brands when they do valuable content, and love when marketing adds to our experience rather than interrupts it. That's why contextual advertising and creator partnerships work - they provide value instead of just pushing products. ✨ Creators, not consumers 65% of Gen Z consider themselves creator. Whether it's modding games, making TikToks, or building in Roblox - we don't just consume content, we shape it. 16% of us have created something in games. We're the generation that doesn't ask "can I do this?" but "how can I make this?" ✨ POV for marketers ✨ Yes, Gen Z is a generalization. But understanding our shared experiences with technology, creation, and community is a good starting point. Just remember - each subculture, from competitive gamers to K-pop fans, has its own rules and expectations. The key? Meet us where we already are, add value to what we're already doing. ✨ What are your thoughts? Are generation names a generalization or a valid thing? --- Follow me (Wiktoria Wójcik) for more insights about gaming and Gen Z culture from someone who lives it. #GenZ #marketing #DigitalCulture #gaming #gamingmarketing

28% of Gen Z starts searches in ChatGPT. 47% say they’ve discovered a new product or brand through ChatGPT.* AI isn’t just changing how people search, it’s changing where discovery happens. How many of us are thinking about our presence in AI environments? This shift is coming fast, and it’s going to reset strategy for a lot of brands: ❇️ Focus on context. What questions are people asking? What problems are they trying to solve by using AI versus Google. ❇️ Refine your brand messaging. Clear, helpful product explanations and comparisons make it easier for AI to recommend you. ❇️ Monitor your brand mentions. How are you showing up in AI conversations? My daughters are my personal Gen Zalpha focus group. I clocked it so you don’t have to 🙂 Here’s what I’m seeing: 1. They use ChatGPT to research products. Whatever it serves them is what they believe. 2. Brands matter… but they’ll happily swap for an alternative if it meets their expectations. 3. FaceTime is their “phone call.” They live in group chats and group FaceTimes, with nicknames and emojis for contact names. 4. Their attention span is short… except when it’s not. They’ll binge short videos but also watch long GRWM or product reviews from trusted influencers. Always on multiple screens — iPad for gaming, phone call, TV on. 5. AirPods are glued to their ears 24/7 (which I’m convinced will lead to hearing issues down the line). 6. They love experiencing brands in person — in stores, at events. Most brands are missing this. 7. Their texts are through Snapchat and are mostly acronyms. 8. They listen to everything — music genres don’t define them. 9. Thrifting is cool. Vintage and nostalgic finds always win. They keep me on my toes! #marketing #genz #genalpha *Adobe study

I partnered with Madecraft almost a year ago to create a new learning course, "𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗚𝗲𝗻 𝗭 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝘆𝗹𝗲𝘀 𝗳𝗼𝗿 𝗠𝗮𝗻𝗮𝗴𝗲𝗿𝘀," 𝗳𝗼𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴. The response has been fantastic: 𝟰.𝟳/𝟱 𝘀𝘁𝗮𝗿𝘀, 𝘄𝗶𝘁𝗵 𝗻𝗲𝗮𝗿𝗹𝘆 𝟲,𝟬𝟬𝟬 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗱𝗶𝘃𝗶𝗻𝗴 𝗶𝗻 𝗮𝗻𝗱 𝟰𝟲𝟮 𝗺𝗲𝗺𝗯𝗲𝗿𝘀 𝘄𝗵𝗼'𝘃𝗲 𝗹𝗶𝗸𝗲𝗱 the content. Many managers are still scratching their heads about how to connect with their Gen Z team members. The communication gaps are real, and they're causing more friction than anyone wants to admit. I talked about it on my last appearance on the AM Northwest Morning Show (https://lnkd.in/g2ZuYGjt). Here's what we keep👂🏽 hearing: "They seem disengaged in meetings," "I don't know if they're understanding me," "Their communication style feels... different." That's why I created a course to bridge that gap and help managers actually connect with the newest generation in the workforce. What you'll learn: ☑️ How Gen Z actually prefers to receive feedback and direction ☑️ Why their communication style isn't disrespectful - it's just different ☑️ Practical strategies for meetings, one-on-ones, and project collaboration ☑️ How to leverage their strengths instead of fighting their natural tendencies The goal is to meet them where they are and create an environment where everyone can do their best work, rather than trying to change them or making them "more professional." Check it out so you can turn generational differences into a competitive advantage: https://lnkd.in/emD6YReV