Generation Z is no longer “the future,” they’re already entering the work force. This means that traditional forms of communication no longer have the same impact. Information is consumed quickly, visually and, above all, when spoken as equals.
According to Laurel Holman, Director of Professional Services at Stanford Business School, the way Gen Z consumes information no longer responds to traditional formats and is changing the way communications are processed and understood.
For this reason, Holman proposes three strategies to connect with people between the ages of 14 and 29:
1. Shorter, more dynamic content
Social networks and AI have changed the way we learn: they facilitate and compress information, so that consumers read as little as possible. Holman explains it as follows: “Gen Z expects things to be much more immediate and easier to digest; they have less patience.” Gen Z seeks to optimize time and resolve issues faster. Faced with this, some companies continue to bet on “learning in the process,” but for this generation, value lies in agility.
2. Visuals are key
Holman states that “students are less likely to rely on reading, especially long texts.” That’s why she recommends using alternative formats such as videos and graphics to get their attention; particularly, vertical videos with clear and easy-to-understand messaging. Some
companies are already doing this: creating WhatsApp groups, sending content in infographics, using dynamic videos, and, in some cases, even transforming trainings into podcasts.
3. The messenger matters
Authority figures, who were once central to communications, now have less weight. According to Holman, “if we look at TikTok, LinkedIn, and Instagram, influencers seek to generate interaction: they are young people talking to young people.” This changes the logic of communications within organizations, when the message comes from peers, it has greater acceptance. More than hierarchy, what works with Generation Z is closeness, and that can mobilize teams without the need for pressure or passive comments.
Source: Stanford Graduate School of Business
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