Welcome to episode four of Torch, the leadership podcast for your life and career.

Generation Z make up the largest single generation, coming in at 90.55 Million individuals. In addition to incredible buying power of $44 Billion, they are also a whole generation we need to know how to mentor in the workplace.

Sarah Weise, CEO of Bixa Marketing Research and author of InstaBrain: The New Rules for Marketing to Generation Z, shares an incredible amount of knowledge in this episode. Listen in on why it’s so important to understand, not only what Gen Z like, but why. We go into depth, discussing the many reasons behind the Gen Z mindset, some key terms they use, what types of influencers they are obsessed with, and why they prefer tutorial videos over a night binging Netflix.

Since Gen Z tend to feel like they are showing off on social media when they share a post-purchase experience, they are more likely to share the decision-making process with friends. As marketers, this forces us to think about how to capture their interest to share BEFORE they even make a purchase, since the likelihood of them sharing your product post-purchase is slim, especially when compared to Millennials.

“Understand the people who work for you. Understand their strengths and weaknesses.“ — Sarah Weise

Managing a team can be challenging enough, but with Gen Z filing into the workplace we must be attuned to their needs. We need to understand what they need coaching on in order to reduce any miscommunication or frustrations. Sarah explains how their social skills are fundamentally different than any other generation and how a lot of it has to to with Technology Parenting styles during their upbringing.

Things we cover in this episode:

• Goat Yoga – ya it’s a thing!
• Gen Z upbringing in post-911 world, one with more diversity and family dynamics than ever before
• Gen Z attention span and how many screens they can master at once
• Their love for apps VS search engines, and how this affects your content and marketing dollars
• How to best resonate with Gen Z when marketing to them and leading them
• The importance of standing out in a social media feed as they continue to scroll through content
• The type of influencers they resonate with most
• Some brands and influencers we call out: Mejuri, Grace Atwood, and James Charles
• Why leaders need to help them work on their soft skills
• Rapid fire Gen Z terms – LMK if you know any of these high-key terms yourself!

Links

• Check out Instabrain – it’s a great book, easy to digest, and needed in today’s marketing playing field
• Visit BixaResearch.com
• Join Sarah at Women’s Worth Summit in DC on December 11-12, 2020
• Follow @sarahweise_ on Instagram

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