What distinguishes GenZ as a generation which more nonprofits need to embrace? charity:water.org’s creative director shares observations from the front lines.

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 campaigns for online activism and the way social causes now organize to achieve measurable change.

BrandStories’ CEO Marcia Stepanek sat down with Tyler Riewer at charity: water.org’s Manhattan headquarters to get his take on GenZ and what he’s learned so far about this generation’s work for social good.

“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, Creative Director, charity: water.org

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

Tyler is one of five people Marcia interviewed for her five-part series on nonprofit leadership, which she curated and co-produced with Columbia University’s School of Professional Studies. Tyler, who has been an occasional guest in her graduate communications and marketing classes at Columbia, also is one of the brand storytellers featured in her forthcoming book and podcast, Charity, re-wired, on GenZ activism, new leadership for social change and the future of nonprofit work.

What is your take on how GenZ differs from other cohorts in their work for social good? Share your thoughts and we’ll share feedback in a future post.

Photo, top: BrandStories, Inc.

Video Credit: BrandStories, Inc. and Columbia University’s School of Professional Studies