| What I learned after handing marketing to a Gen Zer |
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| | By 2030, Gen Z is projected to make up roughly a third of the workforce, according to the U.S. Bureau of Labor Statistics. Gen Zers span the ages of 13 to 28, and at times they can seem like a mystery to older generations—from micro-trends to their desire for office hookup spaces. (Which surely must be another micro-trend?)
But if you find those things baffling, you might be missing the point: Gen Z is struggling to find jobs in a world where social media means constant comparison. They came of age during COVID, when fun melted away but work stayed, and are now trying to make their way in an economic and political landscape so uncertain that even leaders don’t know how to deal. The secret to managing Gen Z may not be some bespoke technique. It might just be the same secret to any good management: emotional intelligence, empathy, and empowerment. —Shalene Gupta | |
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