Research by McKinsey shows an increase in book sales, consumption of longer form videos and interest in real world issues.
They have a thirst for knowledge and it’s important we are aware of this and produce content to match this desire.
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There are lots of younger people working in protection. Organisations need to use these talents and trust them to contribute to their messaging.
Giving younger employees a voice that is listened to and acted upon will immediately make communication to Gen Z more effective.
Finally, it’s imperative we take more risks and be bolder with our messaging. Learning from those that do it well is a great place to start.
Sophie Chapman is design executive at Cirencester Friendly
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