If you’ve ever wondered how some brands and workplaces seem to have an uncanny ability to understand Gen Z, there’s a good chance a Gen Z whisperer is behind the scenes. These are professionals from Generation Z—often consultants, strategists, or in-house advisors—who specialize in deciphering the motivations, behaviors, and trends of the generation born roughly between 1997 and 2012. They’re not just a passing fad; they’re becoming an essential part of modern business strategy.
The rise of the Gen Z whisperer isn’t surprising when you think about how dramatically the workplace and marketplace have changed since these young adults became consumers and professionals. Gen Z is now the largest generational cohort globally, with spending power expected to grow to $12 trillion by 2030, according to the NIQ “Spend Z” global report. Yet, their defining values and behaviors—like their preference for raw authenticity, quick adaptability, and purpose-driven work—have left many companies scratching their heads.
So, how did this role emerge, and why is it so vital now? Let’s dive into the world of Gen Z whisperers to find out.
What are Gen Z whisperers?
Gen Z whisperers are individuals or teams who act as translators between traditional corporate thinking and the distinct cultural mindset of Gen Z. They’re the ones decoding why TikTok trends matter more than polished ad campaigns, why Gen Z employees might reject a cushy job in favor of freelance flexibility, and why “relatable cringe” content often performs better than glossy perfection.
The concept originated with companies desperate to tap into Gen Z’s massive influence, both as consumers and as employees. A leading example is Edelman, the largest PR company in the world, which set up a Gen Z Lab—an advisory group of over 250 Gen Z employees from across the globe—dedicated to helping brands understand and prepare for the next generation of consumers.
As brands began to realize that their Millennial-focused strategies weren’t cutting it with this new generation, a niche for specialists in “Gen Z engagement” emerged.
Read this next: Managing Gen Z: How to Get the Most Out of Your Team
The importance of Gen Z whisperers in business strategies
For companies, failing to understand Gen Z can lead to outright alienation. Gen Z is incredibly vocal about their values, and they’ll quickly call out anything that feels inauthentic or misaligned:—from public Twitter roasts of tone-deaf campaigns to employees leaving workplaces over outdated practices.
Hope Horner, founder of video production company Lemonlight, discovered the power of listening to her youngest employees firsthand. Instead of hiring external consultants, Lemonlight created an internal “Gen Z Council,” as she explains: “It’s a rotating group of our youngest team members who review client briefs and provide brutal honesty about what works and what doesn’t.”
She shares how having Gen Z whisperers on her team helped her company adapt quickly to avoid costly missteps. “Video marketing to Gen Z is something else entirely,” Horner says. “They can spot staged authenticity, they don't appreciate it, and overall, they don't like brands pandering to them like Millennials used to.” One of her clients, a major beauty brand, learned this lesson the hard way. “They wanted to recreate viral TikTok moments, but it was too artificial and polished,” she says. “Gen Z doesn't want polished; they want real mess-ups, genuine reactions.”
This demand for realness extends beyond marketing. Horner noted how Gen Z employees pushed her team to rethink their entire production process. “They pushed back hard against our traditional storyboarding process,” the CEO shares. “Now we shoot more raw footage, edit faster, and test different versions. Our engagement rates have been up ever since.”
Read this next: How to Attract and Retain Gen Z Employees: A Guide for Leaders
What makes a Gen Z whisperer effective
A great Gen Z whisperer doesn’t just analyze trends—they live them or immerse themselves deeply in Gen Z culture. Beyond just staying current on TikTok memes, they understand the deeper psychological and cultural drivers behind Gen Z behavior.
The council’s critiques, while sometimes harsh, saved the company and its clients from costly missteps. “They killed a $50,000 campaign concept for a luxury brand because, in their words, ‘This feels like what old people think young people want,’” Horner says.
The council’s insights didn’t just benefit the company’s Gen Z-focused campaigns; they transformed how Lemonlight approached video content as a whole. “Gen Z isn’t just a target market—they’re rewriting video marketing rules for everyone,” she explains.
While not everyone is rushing to adopt Gen Z's preferences, the statement highlights how their influence on video trends is undeniable. Brands that ignore these changes risk falling behind, not just with Gen Z, but with broader audiences too.
Looking to connect with Gen Z? Here's what you need to know
The rise of the Gen Z whisperer underscores a broader lesson: Companies need to evolve their strategies if they want to stay relevant. Whether it’s adapting your marketing campaigns or reshaping your workplace culture, there are some key takeaways from the Gen Z whisperer playbook.
Embrace raw authenticity
Gen Z values transparency over polish. Whether you’re creating a marketing campaign or running a team meeting, don’t shy away from showing the “real” side of things. They don’t just appreciate it—they expect it.
Give them a seat at the table
Gen Z doesn’t want to be managed in the traditional sense; they want to collaborate. “Our Gen Z Council gives junior team members real decision-making power,” Horner says. This approach has been critical to staying ahead of trends.
Prioritize purpose
Gen Z is driven by values. They want to work for companies and buy from brands that align with their beliefs, whether that’s sustainability, social justice, or community impact.
Adapt how you communicate
Despite being the “digital native” generation, Gen Z often prefers in-person interaction for brainstorming and creative collaboration. “[To them,] video calls feel like performing rather than collaborating,” Horner says. “And I honestly couldn’t agree more.”
Bottom line: Gen Z whisperers as a bridge to the future
This generation may be hard to pin down. The rise of the Gen Z whisperer is a testament to their power to shape the world around them. Whether they’re calling the shots on TikTok trends or transforming corporate culture from the inside, Gen Z is pushing businesses to evolve in ways that benefit everyone. And as Hope Horner’s experience shows, you don’t always need to hire an outside expert to understand Gen Z. Sometimes, all it takes is listening—really listening—to the voices already on your team.
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