AN APPETITE TO UNDERSTAND THE YOUTH PERSPECTIVE Young people, particularly Gen Z born into a digitally connected world, aren’t bound by a systematic, one-way approach of doing things. Indeed, their modus operandi is to ask ‘is there a smarter way to do this?’. In the world of work, this can lead to intergenerational conflict between those that are keener to press repeat on a tried and tested model, versus those that are more open to exploring new ways of approaching challenges. Working with Frank & Honest, Ireland’s No.1 Self-Serve Coffee brand, to establish and grow a brand that disrupted the competitive coffee market, one of our secret weapons was listening. Rosemary Walsh, Marketing Manager, Frank and Honest, Musgrave said; “Listening to, and understanding youth audiences helped us establish a brand that was capable of disrupting the coffee market and connect meaningfully with a new generation of coffee drinkers. We always remember to have lots of laughs along the way with the brand’s cheeky, knowing tone-of-voice. For me, learning about the next generation’s changing habits and outlooks constantly, is the only way.” Claire Hyland, Head of The Youth Lab, THINKHOUSE said; “The key to intergenerational collaborative workforces is an understanding and appreciation that younger and older employees have a lot to learn from each other. The organisations I have seen consistently outperform the norm are those that value the act of listening. In an age of such rapid and disruptive change, putting in systems that give a platform for young voices to be heard, while also facilitating opportunities for young workers to learn from older workers’ expertise (their journeys of failure as much as their success stories), now serves as a competitive advantage.” COVID-19 spurred on The Great Resignation. This was a moment in time where workers re-evaluated their commitment to jobs and companies that did not necessarily value them or didn’t align with their values. For many it was a case of ‘it’s just not worth it’. |