Listening to Gen Z

In the ever-evolving landscape of business, the voices of new generations are reshaping not only the products and services we use but also the very essence of company culture. Gen Z, the generation born between the late 1990s and early 2010s, is at the forefront of this transformative wave. Their mindset is system-minded and focused on addressing pressing societal issues, and they are demanding a shift toward a culture that values people above all else.

At Next Big Thing, we understand the significance of these generational shifts and are passionate about helping businesses adapt to these changing paradigms. In a recent webinar, Next Big Thing’s co-founder Michael Braithwaite hosted two brilliant speakers, Nadya Okamoto and Rocco Kayiatos, who shared their thoughts on the Gen Z approach to business and its potential impact on creating a culture of people-first values.

Our Speakers

Nadya Okamoto is the Gen Z co-Founder of August, a lifestyle period brand working to reimagine periods to be powerful. She's the author of the book PERIOD POWER: a Manifesto for the Menstrual Movement, and founder and former Executive Director of the nonprofit organization, PERIOD. Outside of her work in the menstrual health space, Okamoto is also a social media creator with over 4m followers on TikTok, producer and host of the podcast, Tigress, a mental health advocate, and known as a Gen Z marketing expert.

Rocco Kayiatos is an award-winning storyteller and community builder with a professional media-making and marketing background. He is the Founder and Executive Director of The Intentional Man Project and Camp Lost Boys, and the author of "The Mindful Masculinity Workbook: A Practical Guide to Healthier Masculinity." Most recently he was Chief Marketing Officer at FOLX Health, where he built the go-to-market strategy and launched the company from Seed round to Series B.

Clockwise, from top left: Michael Braithwaite, Rocco Kayiatos, Nadya Okomoto

Here are some of the highlights from the conversation:

Aim for Positive Change

Nadya, an advocate for addressing period poverty and ending period stigma, believes that these issues are solvable through business using their power and influence responsibly: through legislation, improving access, and breaking down stigmas. Nadya also challenges the traditional notion of competition over collaboration in the capitalist system, advocating for a more collaborative approach that benefits both society and business. "There are certain things that we want to do because we think everybody should be doing it. We invite and want other companies to copy us on these impact things, like being gender-inclusive, because that should be the new norm," Nadya said, emphasizing the importance of setting new standards and inviting others to join in.

Listen to Gen Z’s Mindset

Rocco delved into the unique mindset of Gen Z, a generation that sees the importance of focusing on citizens, not just consumers. He quoted Toni Morrison, who noted that Americans shifted from being addressed as "citizens" to "consumers" post-World War II. Gen Z is on a mission to reclaim that sense of citizenship and community, understanding the need to address the consequences of overconsumption.

Rocco believes that remaining connected to the younger generation is vital for staying relevant and enacting radical, positive change and he said, "If I stopped listening to the younger generation, then I am no longer useful for any sort of radical activated change that we urgently need.”

Build Intergenerational Bridges

How can different generations work together within established systems, be they corporate, political, or economic? Nadya and Rocco emphasized the importance of mentorship and the exchange of experiences. They stressed the value of learning from one another and coexisting in workplaces that celebrate diversity.

Rocco added, "I've never seen such a cohesive connection that has built a successful company as I have with August." This young generation understands the power of collaboration and recognizes that employees are people with emotions and lives outside of work.

Cultivate a Human-Centered Business Culture

As companies grow, maintaining a human-centered culture can be a challenge. Nadya shared her experience of starting a company with a strong focus on culture: “I'd been very workaholic-focused to an extreme, and obviously any sort of trickle-down culture means that if your Founder is never sleeping and working around the clock, that trickles down, and so I think because of that, I started this company with a lot of obsession around the culture piece.” 

Further, Nadya acknowledged the importance of transparency and creating an environment where team members feel connected to the mission and to each other. "We're continuing to remember that we're just a bunch of people who are excited about what we're building," Nadya reminded us. Practices like "heart checks" and mandated no laptop lunches all have helped her team members feel supported and valued.

Grow Employee Well-Being and Wellness Practices

The well-being of employees is a cornerstone of creating a people-first culture. Rocco emphasized that it's not about rigid structures but being flexible and adapting to individual needs. And it doesn’t take much either: Rocco shared the "red-yellow-green" exercise, which allows employees to express their emotional states at work and opens the door for people to learn more about each other.

Nadya and her team have initiated practices like covering lunch expenses to remove financial barriers and conducting regular “financial well-being” check-ins that allow team members to share their thoughts, concerns, and questions about financial and legal matters.

Good for Business

The focus on building human-centered cultures not only benefits employees but also drives business success, exemplified by the Tampon Tax Coalition, which brings together eight period care companies working towards abolishing luxury taxes applied to menstruation products. Nadya stressed, “putting collaboration over competition is not only good for the world, it's good for business.”

In this rapidly changing world, the ability to adapt and embrace people-first values can lead to more vibrant, successful workplaces and cultures and is a move toward a brighter, more inclusive future for all.

Next Big Thing Consulting is dedicated to helping companies thrive in today's purpose-driven business landscape. By focusing on shared values, ethics, and belonging, we empower companies to lead with purpose. Next Big Thing enables our clients to reimagine social impact and what it means to put people first. We provide the strategies and guidance needed to attract top talent, drive retention, and create an energized culture where every employee can bring their full, authentic self to work. If you're looking to become an employer of choice and a force for good, get in touch.

And stay tuned for more webinars and discussions on how to shape the future of business!