‘It’s unfair, unreasonable and incorrect’: Kevin Roberts slams treatment of Generation Z
Kevin Roberts, former global CEO of Saatchi & Saatchi, argues that Generation Z is being “written off prematurely and superficially” as they enter the marketing industry, and it’s “unfair, unreasonable and incorrect”.
Speaking at the World Business Forum last week, Roberts stressed the importance of nurturing Generation Z as they enter the industry, because they bring a fresh perspective that is “needed in the marketing world right now”.
Roberts
“They’re underrated, these kids. It’s unfair, unreasonable and incorrect,” he said. “I’m a fan of them, I look at them and I see how I was in the 60s.
“I think they bring optimism, hope, freedom. These 20-year-olds are vibrant and full of life, and the industry are changing and they know how to change with it. They will tell me ‘you guys are doing everything wrong’ because they see the world differently, and in a more optimistic, unique way. And that’s the key.”
Roberts reflected on the ‘lazy girl job’ trend (as written about today by Maisie Gray), a trend from Generation Z that sees employees not overworking themselves – which is easily mistaken for ‘anti-work’ – and instead foster a healthy work-life balance, and said it’s fair enough.
“These kids have been through Covid, they’ve sucked it up and it’s been shit for them, right?” he said.
“The government handled Covid appallingly, and locked up young people, so of course they’re rebelling now. Of course they’re not overworking themselves. Of course they’re going out, enjoying life, travelling and making happy choices.
“Generation Z are living life to the max – and this includes their work lifestyles. And it’s really refreshing to see. Obviously, 20-year-olds are not perfect, but they’re trying their best and I’m uplifted when I see that,” Roberts continued.
He said that as long as young people in the industry have a phone and can stay connected, they don’t care where they live, what they own or what they buy.
“This is a brave new world, and when this generation is in leadership positions, in the C-suite, they will be the ones making magic and reigniting the flames the marketing world needs right now.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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