EDITORIAL FEATURE
Generation Cause:
How Z is Going To Change
The Way We Do Business
By Aimee Woodall
I
’m a rebel, but when I was starting out in my
work life I didn’t know it. Embarking on my
career after college, I followed in lockstep
with all of the things you’re “supposed to do.”
It only dawned on me a few years ago that there
was life outside of the status quo. That revelation became Black Sheep and, taking it a step
further, it became my company’s rally cry: To
shock, to awe to be the agency that changes
minds and accelerates impact. That last part
that was the kicker—business as usual wasn’t
good enough for how I wanted to spend my
time. I wanted to do something that really mattered.
That said, I was a late bloomer. Today, young
people are born with a purpose-driven soul and
a “let’s hack this” spirit. Instead of working backwards from a typical career to more meaning,
they start with the latter and forge their own
path, eschewing all the trappings of traditional success. No, I’m not taking about Millennials, which have been studied at length for the
past several years—this is Generation-Z. Born
in 2001 and currently entering high school, this
is the largest American generation and also the
world’s most educated, connected and altruistic.
Before we know it, Gen-Z will be knocking on
our doors and asking how we’re serving their
needs, whether they’re looking to work for us or
work with us. As small business owners, we better be ready. Here are three things to help your
company adapt to the demands of Gen-Z.
1. Know Your Purpose
Gen-Zers are cause driven and any company that wants to attract them needs to have a
clearly defined purpose that drives their business. Supporting what you care about helps
them decide to support you.
26 SMALL BUSINESS TODAY MAGAZINE [ SEPTEMBER 2015 ]
That said, I was a late bloomer.
Today, young people are born with
a purpose-driven soul and a
“let’s hack this” spirit. Instead of working
backwards from a typical career to more
meaning, they start with the latter
and forge their own path, eschewing all the
trappings of traditional success.
2. Get Snack Ready
Born with tech in their hands, this generation
consumes 8-second media on multiple screens.
They like to Snapchat and Instagram their way
across the web, not dive deep into content that
takes several minutes to make sense of. If you
want to grab their attention, think “snack” and
not meal.
3. Be You, Encourage We
Authenticity is the battle cry of Gen-Z. They
crave belonging, but on their own terms and
gravitate toward companies that let them celebrate their individuality while becoming part
of a community.
The promise of a new generation, especially
one as smart and enthusiastic as Gen-Z, is exciting—and a little daunting. The big thing to remember is that understanding goes a long way
and that the shifts in perspective this new generation brings aren’t an uprooting of the old way
for the new: They’re an evolution. With the ideas
above and a little open-mindedness, business
and Gen-Z are going to get along just fine. SBT
Aimee Woodall \