The marketing landscape is changing, and the force behind this shift is a new generation with fresh perspectives and digital instincts - Gen Z. As they step into the workforce, these young undergrads are not just bringing their degrees; they’re carrying a toolkit of social media savviness, cultural fluency, and a keen sense of authenticity in marketing objectives. Gen Z marketers are challenging conventional strategies and pushing brands to connect in ways that resonate with today’s audiences.

A Message From a Young Marketer 

It’s nice to have a formal introduction! Hello all, my name is Lauren, and I am privileged to be Greenline’s Fall 2024 Marketing Intern. As an undergrad student in marketing, I am excited and nervous about entering the industry. There are some big shoes to fill, but the education, resources, and experience I am receiving are preparing me well. I am thrilled to share a bit more about myself with the Greenline community and with those who are curious about what young marketers are bringing to the dynamic marketing industry!

What I’m Learning

I am a junior at the University of Wisconsin-Madison. Go, Badgers! I am studying Marketing and International Business with a minor in Consulting. I have been taking marketing courses since my first year on campus and have had the opportunity to explore a variety of courses focused on specific scopes and elements of the dynamic marketing industry. Here are a few of my favorite required classes and chosen electives that will stick with me well into my professional career. 

• Consumer Behavior: This has been my favorite course during my undergraduate journey. The material blended human psychology and typical marketing functions to paint a picture of customer buying habits and decision processes. I learned how to use my familiar consumer buying mindset to make me a better marketer and best practices for attracting, maintaining, and nurturing your audience. 
• Channel Strategies: I am currently taking this class and am highly intrigued by how crucial having a solid channel strategy is to the entire marketing function. I am learning about DTC selling, B2B and B2C strategies, and the shift towards a more digital landscape.
• Marketing Research: In all honesty, I thought this class would be a bit boring. I am not super analytical and prefer the more creative side of marketing. However, I fell in love with the material of this course. I gained real skills, not only in capturing data but also in analyzing it, understanding it, and using it to develop stellar marketing campaigns. 

These are only three of the many academic courses I have taken related to marketing, but I wanted to highlight them because of their relevance and importance to today’s marketing game. Professionals should anticipate young marketers coming into the industry with an expansive toolkit. I am not being taught to be a one-trick pony but a well-rounded, informed marketer with the skills to lead, learn, and make an impact. 

What I’m Involved In 

They say there’s only so much you can learn in the classroom, so many young marketers are boosting their experiences through internships, case competitions, and extracurriculars. On campus, I’m highly involved in the official marketing club of the Wisconsin School of Business, MKT Honorary Marketing Society. I am currently the Co-VP of Consulting, leading a small committee team on real marketing consulting work. The Consulting Committee networks and collaborates with local, domestic, and international businesses looking for some extra help with their marketing objectives. While working on the committee, I have gained real experience in various marketing avenues, from all things social content creation to thorough marketing research and data analysis. My team and I have updated and run Instagram accounts, modernized websites, and created a complete Voice & Tone guide! 

Undergraduate marketing students are participating in projects and consulting with professionals nationwide. This new generation is dedicated, creative, and spunky, interacting with the marketing industry in a way that’s never been seen before. My peers and I are stepping away from filling up our resumes with fluff and keywords. We are diving head-first into real projects and soaking in all the knowledge we gain!

The New Workforce

I’ve given you a quick snippet of my undergraduate story, but this isn’t really about me. Why does any of this matter? Marketers are highly aware of how consumer demographics change and what steps should be taken to target and segment new audiences. However, how prepared are current marketers for demographic shifts in their own work environment? 

Despite common rhetoric, Gen Z is actually one of the most productive generations. Most of our lives have been filled with technological advancements and the rise of social media. Developed tech can make things a bit easier, so it’s made us more efficient and digitally savvy. Work smarter, not harder, right? This isn’t to say we are cutting corners but to emphasize our ability to make quick, informed decisions. For a constantly changing industry like marketing, these are great skills to bring to the table. And we’ve been developing them for as long as we can remember. 

Outside of industry-specific skills, Gen Z professionals will also bring a new dynamic to the workplace. We value transparency, authenticity, and work-life balance. We understand that our audiences will most likely value these attributes in a business, as well. Consumers are looking for diversity and community in their favorite brands. This new generation entering the workforce is ready to deliver on these promises. Your business reflects the people in it, after all. 

What Should Current Marketers Expect From Soon-to-Be Graduates 

As Gen Z undergrads continue to make their mark in the industry, we’re not just refreshing the marketing playbook — we’re redefining what it means to connect with audiences in a rapidly evolving digital world. With a natural aptitude for social media, an eye for authenticity, and a desire for purpose-driven work, we are setting new standards and pushing brands to keep up. 

It has been an honor to share more about myself with the Greenline Community. As a young marketer, I hope current marketing professionals are excited and ready for a fresh perspective and engaging collaboration. At the end of the day, we have the most important thing in common, and that’s our focus and love for our intended audience.