It's time to stop obsessing over Gen Z, and start pursuing meaningful engagement across a few key mindset dimensions that best define this cohort.

1. Gen Stop Talking About
and Start Engaging
#EngageGenZ

2. Teenagers are
intimidating.
And we are in the business of
getting 16-year-olds to make a
quarter-million-dollar decision.
#EngageGenZ

3. They communicate
constantly.
#EngageGenZ

4. They communicate
constantly.
They’re sensitive
to oversharing.
#EngageGenZ

5. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
#EngageGenZ

6. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
They develop their
own language and
social structures.
#EngageGenZ

7. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
They develop their
own language and
social structures.
They don’t just
consume — they create
(and manipulate, and
share).
#EngageGenZ

8. How do we engage
them in meaningful ways?
Start by understanding their
mindset on a few key dimensions.
#EngageGenZ

9. Technology
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ

10. Technology How to engage
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
1. Don’t be thirsty. Your priorities are not theirs.
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ

11. Technology How to engage
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
1. Don’t be thirsty. Your priorities are not theirs.
2. Weave your story into their lives by creating
something of value, rather than interrupting
their moments.
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ

12. Technology How to engage
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
1. Don’t be thirsty. Your priorities are not theirs.
2. Weave your story into their lives by creating
something of value, rather than interrupting
their moments.
3. Echo their desire to put themselves out
there — express the personality of your brand.
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ

13. Family Life
Gen Z Decoder
BFF = best friend forever
Squad = friends
BAE = before anyone else
“My mom and I
are BFF (but
my squad is still
BAE).”
#EngageGenZ

14. Family Life How to engage
Gen Z Decoder
BFF = best friend forever
Squad = friends
BAE = before anyone else
1. Tap into the power of influence by connecting
with people that matter in their lives.“My mom and I
are BFF (but
my squad is still
BAE).”
#EngageGenZ

15. Family Life How to engage
Gen Z Decoder
BFF = best friend forever
Squad = friends
BAE = before anyone else
1. Tap into the power of influence by connecting
with people that matter in their lives.
2. But, be mindful of using channels that appeal
most to each group of people.
“My mom and I
are BFF (but
my squad is still
BAE).”
#EngageGenZ

16. Education Careers
Gen Z Decoder
Beat = undesirable
Clutch = utter fulfillment
“This homework is
really beat, but
my volunteer
gig is clutch.”
#EngageGenZ

17. Education Careers How to engage
Gen Z Decoder
Beat = undesirable
Clutch = utter fulfillment
1. Help them see a clear path at your institution,
but encourage exploration by connecting their
endless adaptability to alternative options.
“This homework is
really beat, but
my volunteer
gig is clutch.”
#EngageGenZ

18. Education Careers How to engage
Gen Z Decoder
Beat = undesirable
Clutch = utter fulfillment
1. Help them see a clear path at your institution,
but encourage exploration by connecting their
endless adaptability to alternative options.
2. Rethink the “outcomes story”— emphasize that
doing what you love and changing the world
for good are the hallmarks of success.
“This homework is
really beat, but
my volunteer
gig is clutch.”
#EngageGenZ

19. Social Issues
Gen Z Decoder
Ratchet = a mess
“The world we
live in is just
ratchet.”
#EngageGenZ

20. Social Issues How to engage
Gen Z Decoder
Ratchet = a mess
1. Invite them to be a part of something bigger
than themselves. Show that you value a culture
of community.“The world we
live in is just
ratchet.”
#EngageGenZ

21. Social Issues How to engage
Gen Z Decoder
Ratchet = a mess
1. Invite them to be a part of something bigger
than themselves. Show that you value a culture
of community.
2. Demonstrate the tangible change they can
create with you. Give them opportunities to
participate in meaningful work in and out of
the classroom.
“The world we
live in is just
ratchet.”
#EngageGenZ

22. Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
“Current mood:
emo.”
#EngageGenZ

23. Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
“Current mood:
emo.”
#EngageGenZ
How to engage
1. Show how ordinary people can make a
difference at your school and in the world.

24. Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
“Current mood:
emo.”
#EngageGenZ
How to engage
1. Show how ordinary people can make a
difference at your school and in the world.
2. Allow them to play an active role in your brand’s
story — cast them as the hero.

25. Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
“Current mood:
emo.”
#EngageGenZ
How to engage
1. Show how ordinary people can make a
difference at your school and in the world.
2. Allow them to play an active role in your brand’s
story — cast them as the hero.
3. Celebrate individualism, and the humans
behind the brand — what’s real is what’s
meaningful.

26. #EngageGenZ
✓ Compelling ✓ Authentic
✓ Clear ✓ Inclusive
✓ Humanizing ✓ Value-adding
It all comes down to telling sharing your story.
And it had better be:
#EngageGenZ

27. Brands On Fleek
#EngageGenZ

28. #EngageGenZ
#NailedIt: Campbell’s
Takeaway
The solution is not always
as simple as being on
the right platforms. Your
message has to resonate
(the most powerful
messages resonate with
multiple generations).

29. #EngageGenZ
#NailedIt: Banksy
Takeaway
Technology is a fundamental way to
connect, but remember that Gen Z
craves regular “digital detoxes.”

30. #EngageGenZ
#NailedIt: Converse
Takeaway
Being inclusive means
relinquishing some of
the control over your
brand’s projection.

31. #EngageGenZ
#NailedIt: Taylor Swift
Takeaway
Today’s teens don’t want messages thrust
upon them, they want a community.
Bonus points for making strides toward
personalized experiences.

32. #EngageGenZ
#NailedIt: Old Spice
Takeaway
Brands that embrace their quirky elements,
while remaining true to their authentic story,
are rewarded.

33. Focus content based on Gen Z mindsets and the experience goal you are trying to drive.
AD HOC
No plan exists for
generating engagement
OPPORTUNISTIC
Engagement is created
almost by accident,
in a reactive way
REPEATABLE
The brand understands what
drives engagement and
can replicate it
MANAGED
Engagement is pursued and
created with intention, and
cross-functional collaboration
OPTIMIZED
Engagement strategies
are innovative and
continuously improved
Experience Goal: Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy
TECHNOLOGY
Digital is a fluid, organic part of their lives
Don’t be “thirsty”
Measure to spot trends and
opportunities
Echo their desire to put themselves
out there
Weave your story into their lives by creating something of value
FAMILY LIFE
Nontraditional notion of family that includes
extendeds and close friends
Learn and document how different
audiences use different channels
Be intentional about channel
usage for audience types
Encourage interaction that crosses
traditional boundaries
Tap into the power of influence
EDUCATION CAREERS
Future focused, with a desire to do
something meaningful
Don’t be “thirsty” Rethink the “outcomes” story Help them see a clear path, but encourage exploration
Provide tools and experiences,
and partner with them to create
and experiment
SOCIAL ISSUES
Passionate about changing what they don’t
like in the world
Don’t be “thirsty”
Show that you value a culture of
community
Demonstrate the tangible change
they can create with you
Invite them to be a part of
something bigger than themselves
Engage them in causes that align
with your brand’s values
ENTERTAINMENT
Authenticity, underdogs and weirdos rule
Immerse your team in Gen Z
culture and content
Determine what content elicits
the desired response from your
community
Celebrate individualism
Show how ordinary people can
make a difference
Cast them as the hero of your
brand’s story
A Framework for Meaningful Engagement
Gen Z Mindset
Content Approach:
#EngageGenZ

34. Your Gen Z Primer
Gen Z Mindset
Download the Book
http://ologie.co/EngageGenZ
#EngageGenZ

35. Questions? Comments?
General nerdery?
As the kids say, “HMU” –
@CarolynLKent
ckent@ologie.com