Gen Z is bringing its own style of communication rich with slang from social media and emojis to the workplace, The Washington Post reported last month.
This is also now an issue in marketing, where brand owners are battling to win the next generation of young consumers. But care is needed if brands are to successfully navigate this generational language gap.
Countless research studies show that authenticity is the most important value for Generation Z (widely defined as those born between 1997 and 2012). In one recent study, 92 per cent of this age group indicated that being authentic and true to oneself is extremely or very important, with those describing it as extremely important u
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