 Macy Rosen
During the “It’s Gen Z’s World, and We’re Living in It” session, Haley Norton, Associate Director, Social & PR at Nebo Agency discussed the perceptions of Gen Z, along with the impressive connection this generation has to the world. Norton provided statistics showing Gen Z is the largest generation in the country and will make up 25% of the workforce by 2025. Perceptions of Gen Z There are many misconceptions about Gen Z from society and older generations. For example, many people think Gen Z doesn't want to work, has short attention spans, struggles with social interactions and expects too much from brands and companies. Although some of these are true, Gen Z also brings a lot to the table. “Gen Z is paving the way for change and there are plenty of positive attributes of Gen Z to combat these perceptions,” Norton said. These positive attributes include caring deeply for others, valuing authenticity, being highly collaborative and being pragmatic. Gen Z’s Role in the Industry Although some generations question the fact that 50% of Gen Z uses social media as a news source on a daily basis, “Seasoned professions are still struggling with new media, but it comes naturally to Gen Z.” Being naturally tech-savvy and knowledgeable in the world of social media creates great opportunities for this generation. Gen Z has the skill sets to shift the industry to where it needs to be. The way people consume news is ever-changing, and each generation brings new and innovative perspectives to the workforce. For Gen Z, it’s social media and technology. The Ebb & Flow of Public Relations & Marketing Public distrust is continually growing, as most people get their news from social media or website platforms nowadays. Norton expressed the importance of media relations but said it does not have to be the only part of PR. She said Nebo Agency is “a human-centered agency built for the digital age.” Meaning her work revolves around anything that falls under the digital PR scope. She covered topics like the PESO Model (Paid, Earned, Shared and Owned), influencer marketing and more. Nortan also said some prefer the PESO Model to be referred to as the SOEP Model to consider the order of importance. This was a very interesting way to apply these principles of PR. Finally, Norton discussed the importance of a company’s digital footprint, and how often they are judged by their websites. Summer Fridays is a brand Norton highlighted during the session. The beauty brand is considered to be the new “it” brand, established in 2018. Summer Fridays was created by two influencers and their website is a source for thought leaders. The company’s social media is engaging, entertaining and informative, according to Norton. Overall, Norton stressed many important topics and shared great advice with students. She discussed the importance of taking meaningful action to communicate with people in many capacities and to create a quality experience with everyone you work with. PR and marketing are becoming more intertwined, so it is important to make sure they understand each other and to hold brands to a high standard.. Lastly, Norton told students to learn to prove their value and work and to know how to report on it. Norton’s reading list, thought leaders to keep up with & newsletter subscriptions:
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