In B2B , B2C and across Generations?
I was at a dinner party with some very close friends, all of them holding high-level positions in various industries. At one point, the conversation turned to corporate values. Our group spanned the age range of 30s, 40s, and early 50s—essentially Generation X and Millennials in marketing terms.
I was the only marketer at the table, alongside a business developer, a CEO, and a sales leader. Interestingly, I found myself the only one who believed corporate values are real and increasingly important. I don’t just mean that values are becoming trendy; I truly believe they matter, especially in today’s business landscape.
Wearing my marketing hat, it’s clear: we all know that corporate values influence branding, positioning, and competitiveness. And if you’re serious about retaining Gen Z talent, values are critical. According to research by McKinsey, Generation Z places a high priority on values and ethics, seeking out brands that demonstrate authenticity and alignment with their personal beliefs.
I happen to live with two Gen Zers, and I’d put my hand in the fire for this—they care deeply about values, transparency, and ethics in both their personal lives and work environments.
But what if I take off my marketing hat?
In a world where we crave connection and purpose, corporate values become something you want to believe in. You want to see consistency—you want to see companies “walk the talk.” It’s not just fluff; it’s essential.
So, why the disconnect? My only guess is the generation gap.
Can someone be born into one generation and feel aligned with another? Or can we learn from younger generations? That’s certainly the case for me. But that’s an idea for another post…
For now, one thing for me is clear: values are a great north star—whether you’re wearing a suit, slippers, or navigating through a dark night in your life.
More on GenZ : https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
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