What distinguishes GenZ as a generation that organizations need to be taking far more seriously? charity: water’s Creative Director shares his observations from the front lines.

The Gen Z stats all speak for themselves:

For GenZ—a generation that has grown up habitually having to find its footing on uneven ground—today’s social turbulence is serving as a lightning rod rather than an agitator. GenZ is reshaping the reach of online activism and the way social causes now organize to achieve measurable change.

BrandStories’ CEO Marcia Stepanek sat down recently with Tyler Riewer at charity: water.org’s Manhattan headquarters to get his take on Gen Z and his observations about how to better gain their traction and support.

Tyler is one of five people Marcia interviewed for her five-part series on nonprofit leadership, co-produced by Columbia University’s School of Professional Studies. Tyler, an occasional guest in the graduate communications and marketing classes Marcia teaches at Columbia, also is one of the brand storytellers featured in her forthcoming book, Charity, re-wired, on Gen Z activism and the future of nonprofit work.

“They’re smarter. They see through bad intentions, especially through the marketing perspective. It forces you, as an organization, to think more one-to-one. Your marketing needs to be a close personal relationship on a massive scale.”

Tyler Riewer, Brand Lead, charity: water

What is your brand strategy for engaging GenZ in the workplace, or as supporters of your social cause? Watch this edited interview with Tyler that shares some tips and insights.

A segment of our interview with charity: water.org’s Creative Director Tyler Riewer at its NYC headquarters.

Video: Co-produced with Columbia University’s School of Professional Studies