Thurs 15 June 2023 2:00pm UK time

Generational gaps have never been so obvious. Gen Z seems to be a creature that most agency veterans have never come across before. 
But – whether you like it or not – they will soon carry the industry on their shoulders. So, how can you harness the potential of this new generation?
 In this month’s HR & people mastermind, we’re talking about how to manage, and build trust with, Gen Z.

There are now five generations in the working world, and the youngest seems to perplex a few of the older ones.

“There are definitely a lot of assumptions about Gen Z,” says  Amy Clamp, commercial director at Beatfreeks – an insight-led engagement agency specialising in scaling brand relevance with young and diverse audiences. 

“I was talking to an FMCG client the other day who said, ‘We want to just understand a little bit more about how Gen Z eat, but I’m sure they’re just eating noodles all the time.”

There are a lot of stereotypes about Gen Z and some of them are true: they are more socially conscious; they’re more cynical; most are tech natives; and they do eat a lot of noodles…

But it’s important not to lean into these sweeping statements too much.

Instead, encouraging multi-generational conversations should be your priority. 

“It’s the only way you can build trust,” says Amy. “So, no longer acting from what you assume about a person based on their age group, but instead what you know about that person as an individual.”

In this month’s HR and people mastermind, we’ll be talking about how to manage Gen Z team members.

  • How is Gen Z different from other generations? How are they similar?
  • What managerial tactics just won’t work? 
  • What does Gen Z value the most in their job?
  • How can you get them to develop the same work ethic you have?

Come along to share tips, vent your frustrations, and find out how you can better support your younger team members. 

If you’re clued up on this already – please lend your expertise!