What drives Gen Z? Content Coms launches new business guide

Gen Z, the generation born between 1997 and 2012, is shaking things up. Their values—transparency, authenticity, and purpose—are transforming how businesses need to communicate and operate. To help businesses stay ahead of the curve, we’ve just launched a new guide that provides the essential tools and insights for connecting with this influential generation.

Across 32 insightful pages, ‘Connecting with Gen Z: A Communications Guide for Businesses’ dives into how Gen Z is at the forefront of a massive shift in consumer behaviour and corporate culture. With practical, actionable strategies, this guide shows business leaders how to navigate these changes effectively—especially by staying clear of ‘greenwashing.’

This book draws from our team’s 30 years of experience in sustainable marketing and ESG communications. And to top it off, the lead authors, Sophie Crossley and Sian Clay, are both members of Gen Z. Their first-hand insights bring a fresh and authentic perspective to the table.

So why is this generation so important? As we explain in the guide, Gen Z is fast becoming not only a key consumer segment but also a vital part of the workforce. Companies need to take note, and we’re here to help you de-code what makes Gen Z tick—both as customers and as future employees.

Joanna Watchman, Founder and Managing Director are Content Coms, shares:

“Generation Z is revolutionising how we think about marketing, sales, talent acquisition, and investment strategies. They’ve grown up in a digital world where storytelling and authenticity reign supreme. Gen Z is quick to call out companies that don’t walk the talk, and businesses that don’t adapt will miss out.”

We’re proud to add this guide to our growing collection of resources for businesses, which already includes ‘The Little Book of Powerful marketing ideas for cleantech & energy innovators’ and ‘The Anti-Greenwash Playbook’ (distributed at COP26 and COP27).

Content Coms has built its reputation by specialising in communications for the built environment, energy, and cleantech sectors. Our clients range from Fortune 500 companies to innovative startups, and we’re excited to help even more businesses harness the power of Gen Z.

Want to know more? You can download your free copy of ‘Connecting with Gen Z: A Communications Guide for Businesses’ here.