An Executive Voices Blog by Christian Moore

Gen Z is shaping the future of the licensing industry. This generation has grown up in a world that is driven by technology and digital innovation, which means they have a unique perspective on how to create and market the latest products that appeal to a diverse customer base.

They’re a group of individuals who are constantly consuming content, whether it be through social media, streaming platforms, or other digital mediums. With their innate knowledge of technology and digital marketing, they have the potential to revolutionize the licensing industry and create products that are perfectly tailored to suit the tastes of the modern consumer.

As the first fully digital generation, Gen Z is in a powerful position to take the licensing industry to new heights.

Fresh Perspectives

The current digital age has brought about a new era in which the younger generation have mastered the art of leveraging social media to drive business forward. They appreciate and understand the value of personal branding, influencer marketing, and creative storytelling.

This understanding has made them adept at matching brand experiences with consumer preferences and desires, leading to a more personalized and exclusive experience. For Gen Z, it’s about creating an experience that leaves the consumer with a lasting impression, and this approach has certainly elevated the licensing industry to new heights.

Digital Expertise

As the newest generation to enter the workforce, Gen Z candidates are adept at leveraging the latest technologies to provide the industry with creative solutions to traditional barriers. These digital natives have grown up with technology at their fingertips and bring with them a deep understanding of how to use it in innovative ways. With their knowledge of social media platforms, mobile apps, and emerging technologies, Gen Z is uniquely qualified to help companies connect with their consumers in new and exciting ways.

Whether it’s using augmented reality to enhance the consumer experience or creating engaging content that resonates with younger audiences, Gen Z is poised to transform the licensing industry with their digital expertise and innovative use of technology.

As part of their vast digital literacy, this generation also understands the dangers that are associated with the rise in social media. One concern is the intricate link between social media and mental health, and this generation is driving mental health support in workplaces and promoting safer use of these platforms. Both employees and consumers stand to benefit from this advocacy of mental wellbeing and keeping it at the forefront of business leaders’ thinking will bring about positive change that transcends the industry.

Social Consciousness

This generation is known for valuing authenticity, diversity, and sustainability, and as they enter the workforce, they are bringing those values with them. In the licensing industry, that means advocating for responsible sourcing, transparency in the supply chain, and incorporating diverse voices and perspectives.

The result is a more socially conscious and ethical approach to licensing that benefits consumers, licensees, and the planet. As Gen Z continues to make its mark on the industry, we can expect to see even more positive changes on the horizon, but it requires the buy-in from industry leaders to facilitate this ongoing change.

How Can Companies Appeal to Gen Z Candidates?

As the newest addition to the workforce, Gen Z candidates come with a unique set of skills and expectations. Ultimately, if companies wish to attract younger talent, they must ensure they’re showcasing aligning values. Companies must understand that this generation values innovation, diversity, and social responsibility. Embracing these values and incorporating them into company culture is a great way to attract and retain Gen Z employees.

Additionally, many people from this generation prioritize remote working. As a result, Gen Z candidates will be looking for companies that offer flexibility, ultimately fostering a better work-life balance, which is a major draw for candidates looking for roles in any industry.

Companies that prioritize authenticity and transparency in their communication with candidates also have a better chance of standing out to Gen Z. Understanding what motivates this young workforce and adapting recruitment strategies accordingly will set companies up for success in appealing to Gen Z candidates. For example, job postings and descriptions should be clear and concise, free from unnecessary industry jargon, and include concrete information on salary and benefits. This will allow younger candidates to carefully tailor their CVs and applications to suit the role, and give employers a better chance of finding the perfect fit.

It’s clear the younger demographic has so much to offer the licensing industry. However, this age group is often overlooked by companies due to lack of experience or industry knowledge. As such, it’s crucial to make training and development a key part of your offering, as this will be mutually beneficial to both employers and employees. Ensure your job postings are appealing and appropriate for Gen Z, and you can start to tap into this resource with endless opportunities.

Christian Moore is a business development executive who has specialized in the licensing industry for more than a decade. He is a strong believer in the value that young people can bring to businesses of all shapes and sizes, and is always keen to share his industry insights with his readership.