PRWeek: Business Lessons from Gen-Z



WE Brandstormers Podcast: liza burnett fefferman, viacomcbs MTV Entertainment Group 

See Gen-z and purpose through the eyes of this 2020 prweek hall of femme inductee in the latest episode of this we-hosted podcast series.

PRWeek, Gideon Fidelzeid, 8 March 2021

(Photo courtesy of PRWeek)

“Gen-Z believes in counsel culture, not cancel culture,” suggests Liza Burnett Fefferman, EVP, head of comms at ViacomCBS MTV Entertainment Group. “They see their mistakes as an opportunity for education.”

Speaking of education, Fefferman additionally notes the many things Gen-Z can teach businesses and all those who communicate on their behalf.

This generation is all about “be it, don’t say it,” she notes. “They believe in substantive action,” not just social posts and the like.

This ties in nicely with recent research by WE and Quartz that shows 84% of respondents believe customers will demand greater transparency and assurance that the brands they support have a positive impact on society, while 77% agree that brands have a moral obligation to engage with purpose on a societal issue when it impacts their business.