A Demand for Change

Interested to find out more?
inner-banner A Demand for Change


April 26, 2024

A Demand for Change: What Gen Z want to see from you

Gen Z is not the first generation to demand changes from the system; Baby Boomers and Millennials are examples of how revolutionary energies can mark young generations. However, Gen Z is the most unique: their revolution takes place on the internet. Tweets, podcasts, video essays on YouTube, posts on Instagram, or short clips on TikTok are the field for protests.  

Cancel culture, or call-out culture, is a contemporary phrase, that has become increasingly popular with Gen Z. It is a form of shunning in which someone or a company is pushed out of social or professional circles, which can be online, on social media, or in person. Some critics argue that cancel culture is problematic as it does not bring real social change, increases intolerance, and causes bullying. On the flip side, some critics argue that cancel culture promotes accountability and gives the underrepresented a voice.  

Businesses are at risk of being cancelled by Gen Z. With an estimated online shopping power of up to $143 billion, Gen Z consumers predominantly disengage with brands based on ethics and poor digital experiences. 75% of younger consumers believe businesses should take greater responsibility and do more to create a better and fairer world for everyone. Cancel culture can break a business; brands need to focus on their digital customer experiences and being socially responsible, as Gen Z is becoming an increasingly powerful demographic that every business needs to gain. 

TechCrunch found that 40% of Gen Z uses TikTok and Instagram for search instead of Google – here are some of the reasons: 

  • Visual representation that is vibrant and loud.
  • Gen Z’s desire to consume fast.
  • TikTok’s successful algorithm.
  • Answers are available via short videos.


Videos are widely circulated via Instagram and TikTok, so once a brand has done something unethical, a video is circulated regarding them. Of course, these videos are shared with millions of users as social media reaches far more than traditional news.  

So, how can companies be ready for Gen Z? 

Watch this video to find out.


Follow us on LinkedIn for more content.



Recent Blog

Emotional Intelligence

July 5, 2024

5 Traits and Benefits of a High EQ Leader

Emotional Intelligence

July 5, 2024

High IQ vs High EQ

Emotional Intelligence

July 5, 2024

Case Study. Leaders with High Emotional Intelligence

Specialist Areas

Strategic Execution & Implementation

Strategic Execution and Implementation involve turning plans into action and ensuring organisational strategies are effectively implemented to achieve goals, improve performance, and drive business success.

Read More

Customer Experience

Customer experience (CX) refers to customers' overall perception and interaction with a company or brand throughout their entire journey. It encompasses all touchpoints and interactions, from initial awareness to post-purchase support.

Read More

Growth, Marketing and Sales

Growth, marketing, and sales are interconnected aspects of business that work together to drive revenue, acquire customers, and expand market presence. Here's an overview of each area and how they contribute to the overall success of a business.

Read More

People Performance

Our People Performance focuses on understanding human behaviour, optimising team dynamics, and enhancing organisational effectiveness through psychological principles and performance management strategies. 

Read More

Organisational Performance

Organisational Performance measures how effectively an organisation meets its goals enhances productivity, and achieves growth through efficient processes, strong leadership, and employee engagement.

Read More

We value your privacy. At Masters in Minds, we ensure that your data is secure and confidential. We never share client information with third parties, safeguarding your trust and confidentiality.


Ignite your organisation's potential with Masters in Minds! Our expert consultants are ready to help you enhance efficiency, boost growth, and create a thriving workplace culture. With cutting-edge tools like Mindset Indicator Monitor, MiMLaaS, and Johari360, we offer tailored solutions to meet your unique needs. Whether you're looking to improve employee engagement, streamline operations, or develop leadership skills, we're here to support you every step of the way. Don't wait—reach out today and discover how we can transform your business. Chat with us now and start your journey to success!