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The Future. Reverse mentorship, where junior professionals guide senior executives, is catching on in the advertising world as marketers strive to authentically engage Gen Z and Gen Alpha. If companies want to stay relevant and connected to younger demographics, they may have to rely increasingly on junior employees (who can offer pivotal insights into emerging trends and platforms) to avoid culturally tone-deaf brand campaigns.
Youth knows best
The power of “reverse mentorship” demonstrates how younger talent can keep seasoned leaders grounded and culturally attuned.
- At Movers+Shakers, every campaign is vetted by the “culture squad,” a team of junior employees who make sure the work resonates with younger audiences. Ha Hoang, a Gen Z strategist there, advises senior colleagues on Gen Z slang (everything from bussin’ to brat summer) and when brands should engage in trending conversations.
- DANG, an agency led by Karan Dang (Walmart’s former head of brand creative) and Shruti Dang (former senior product designer for software company BlackLine), has recently launched two content series that deliver Gen Z marketing insights in short, snackable videos that appeal to younger consumers.
Gen Z to the rescue
Beyond marketing, reverse mentorship offers valuable lessons for nurturing a healthy workplace atmosphere. Younger employees can teach senior execs a lot about cultivating an environment that attracts, retains, and empowers next-gen talent.
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