--- title: Can Gen Z advisory boards help brands stay relevant? - The Hustle description: Corporations are embracing young voices to stay ahead of the curve. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1013006086-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-GenZ_20230907200313.webp --- # Can Gen Z advisory boards help brands stay relevant? ![Sara Friedman](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Sara Friedman](https://hs-sbup.thehustle.co/author/sara-friedman) [Sara Friedman Twitter profile ](https://twitter.com/sarafriedmannn) Published: September 09, 2023 Updated: October 11, 2023 Turns out the kids aren’t just alright — they’re already in corporate boardrooms. ![A diverse group of six young people sitting around a conference room table.](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1013006086-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-GenZ_20230907200313.webp?width=595&height=400&name=1013006086-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-GenZ_20230907200313.webp) Per [*Inc.*](https://www.inc.com/sydney-sladovnik/brands-are-hiring-gen-z-advisory-panels-to-help-them-appeal-to-younger-demographics-is-it-worth-it.html), brands are assembling Gen Z advisory panels to glean youthful opinions and, hopefully, to gain a competitive edge with a new generation of consumers. #### **And there’s a lot at stake** Gen Zers had an [estimated](https://www.bloomberg.com/news/articles/2021-11-17/gen-z-has-360-billion-to-spend-trick-is-getting-them-to-buy?sref=3Ac2yX40) $360B in disposable income in 2021, and their [share](https://afterpay-newsroom.yourcreative.com.au/wp-content/uploads/2022/11/Afterpay-Gen-Z-US-Report-2022.pdf) of the market is projected to increase 48% by 2030. To get a piece of that cash-filled pie, companies are finding creative ways to stay fresh: - Wellness company [Moon Juice](https://moonjuice.com/) established a Gen Z panel of 20+ members that meets monthly with company executives to discuss everything from pricing to product names. - PR agency [Ascend](https://www.ascend-pr.co/) has Gen Z board members advise clients on the buying habits and mindsets of the younger generation. - [Dcdx](https://dcdx.co/) is a Gen Z consulting firm that helps brands build advisory panels and create marketing strategies. - Investment firm [Able Partners](https://ablepartners.nyc/) assembled a Gen Z board to support and advise its portfolio companies. #### **To find young voices…** … brands are looking inside and beyond their own walls. The Body Shop — after Gen Zers were particularly [ruthless](https://fortune.com/2023/07/05/the-body-shop-gen-z-board-youth-collective/) during a company critique — appointed a permanent “[Youth Collective](https://www.thebodyshop.com/en-gb/about-us/activism/beseenbeheard/our-youth-collective/a/a00076)” advisory board comprised of both internal employees and external members, all under 30 years old. For Moon Juice, the gig platform [Home From College](https://homefromcollege.com/) connected the company with jobseeking Gen Zers. #### **The ZEO will see you now** Unlike your favorite pair of sneakers, the Gen Z boardroom won’t be a fleeting trend. Corporate boards are growing younger as boomers retire: In 2022, the average age of board members at Russell 1000 companies [dropped](https://www.bloomberg.com/news/articles/2022-10-28/corporate-boards-are-getting-younger-thanks-to-retiring-boomers?sref=3Ac2yX40) for the third straight year to 61.8. And major companies are embracing the shift — PR giant Edelman [launched](https://www.edelman.com/news-awards/edelman-launches-global-gen-z-lab) its “Gen Z Lab” last year, complete with 100 employees and even a ZEO. Now, BRB, kicking ourselves for wasting time with entry-level grunt work instead of becoming ZEOs. Topics: [Gen Z](https://hs-sbup.thehustle.co/tag/gen-z) ## Follow us on social media prev next - ![Gen Z would rather influence than be astronauts](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2080286134-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-influencer_20230919220247.webp) ### Gen Z would rather influence than be astronauts - ![Gen Zers need corporate America 101](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/607602886-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-genzwork_20230621223148.webp) ### Gen Zers need corporate America 101 - ![Gen Z is learning to save money… by spending it on counterfeits](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1200687619-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesApril2028202023TikTok-Knockoffs.webp) ### Gen Z is learning to save money… by spending it on counterfeits - ![No cap: Gen Z’s spending habits include an unusual amount of travel](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1422917454-19-News-Brief_2023-04-17T234911.846Z.webp) ### No cap: Gen Z’s spending habits include an unusual amount of travel - ![Gen Z creators are making money on Fanfix](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/GIFs/1072624401-final_size-creator_20230403233124.webp) ### Gen Z creators are making money on Fanfix - ![Gen Z loves outdated tech](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1547517382-HS-News-Brief_2023-01-12T004043.430Z.webp) ### Gen Z loves outdated tech - ![What can we learn from Gen Z’s favorite brands?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/172972565-HS-News-Brief_2022-09-30T021154.121Z.webp) ### What can we learn from Gen Z’s favorite brands? - ![Pro sports leagues are doing whatever they can to engage Gen Z](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/127298459-News-Brief_2022-01-14T023700.434Z.webp) ### Pro sports leagues are doing whatever they can to engage Gen Z Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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