Redefining Business Engagement Through Gen Z Leadership

Inside The Conference Where Fortune 500 CEOs Take Notes From Gen Z Leaders

Gen Z’s Bold Redefinition of Business and Influence

Gen Z Leadership

For Gen Z, creating content is less a task and more a natural expression. Regina Harris, talent manager at Digital Brand Architects, highlights this shift: “Gen Z creators are content machines. They love creating content, whether it’s paid or not.” Gen Z’s work stems from an innate wish to connect. They want to share. They aim to inspire. Unlike past generations who often approached content strategically. Harris explains that in 2014, overconsumption was a trend celebrated through “hauls,” massive displays of shopping items. “We loved a good haul back in 2014,” she recalls. Yet, the landscape has evolved; today, there’s a growing awareness around responsible consumption. “Now, we have to be more tasteful,” she notes. Gen Z creators still share hauls, but they’re more mindful—opting for smaller, thoughtfully presented displays that align with their values.

This consciousness extends beyond just what Gen Z consumes. It reflects a broader commitment to authenticity, social impact, and responsibility. Olivia Frary, Head of ZCON at UTA Next Gen, describes Gen Z’s dedication to authenticity as both inspiring and unique. Teenage girls have always set the trends of each generation. She recalls how the One Direction fan pages of early Gen Z teens blossomed into powerful marketing forces. These young creators are not only willing to share their authentic selves but also to engage with social issues head-on. Harris emphasizes that their activism began as a quest to be heard in communities. These communities do not otherwise understand them. Since then, it has grown into a powerful, research-driven movement. “They don’t just talk—they share infographics, they educate, and they rally for change.”

The essence of ZCON lies in fostering these conversations, even among unexpected voices. This year’s sessions included a panel on confidence. It was hosted by Maya Urban. The panel featured Justina Miles, a Deaf performer. She went viral for her ASL interpretation during Rihanna’s Super Bowl performance. There was another unforgettable moment. It was the dialogue between activist Amelie Zilber and March for Our Lives founder Cameron Kasky. It was titled “Made it Out of the Group Chat.” These candid conversations provided insight into Gen Z’s approach to social impact, activism, and digital storytelling.

To make ZCON truly Gen Z, every aspect of the event reflected the values of this generation. Traditional conference breaks were replaced with “recess,” and the after-party became “prom.” The event embraced inclusivity through partnerships with nonprofits. Organizations like Earth Justice, Born This Way Foundation, and Strategy for Black Lives led workshops and activities for attendees. Frary shares, “At the core of what we do is centering our values. We focus on flipping the script on who’s on stage versus who’s in the seats.”

Beyond the Gen Z creators themselves, ZCON sparked excitement across generations. Harris observed that millennials in attendance felt a sense of pride. They appreciated the young creators who had built on the digital foundations established by millennials. “You kind of created us,” she said, addressing the millennial audience. “You walked, now we’re running, sprinting… time to pass the baton.” This intergenerational respect underscores the unique environment ZCON has cultivated. It provides a space where young leaders are acknowledged. They are celebrated for their contributions to a dynamic, values-driven digital landscape.

How Are Younger Generations Different When It Comes to Boundaries in the Workplace?

For brands, connecting with Gen Z creators means more than just crafting a good pitch. Harris urges brands to listen to young creators. They should give them the freedom to use their voices authentically: “They know their audience better than anyone. Give them a creative brief, but leave room for creative freedom.” In today’s world, traditional “sponsored” tags and scripted endorsements fall flat. Gen Z expects more, and they’re willing to scroll past anything that feels forced.

Looking to the future, Frary hints at ZCON’s growth plans, including expansion to other cities and audiences. “Embarrassment is the cost of entry,” she shares, encouraging young creators to embrace vulnerability. As Harris echoes, no job is too small when building a legacy. Every opportunity—no matter how humble—can lead to new skills and connections.

In the end, ZCON isn’t just a conference. It’s a movement—a bold reimagining of corporate engagement driven by the voices of a generation that’s ready to lead. Gen Z continues to redefine business. Brands that listen, adapt, and engage authentically will find themselves on the right side of history. They will be empowered by the wisdom and energy of today’s most innovative young creators.

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