In just two days, we’ll be hosting our annual Winter Forum: The Employee Experience Hackathon.
We’ll be joined by the incredible Noreena Hertz. Named as “one of the world’s leading thinkers” by The Observer, and “one of the world’s most inspiring women” by Vogue, Noreena has an impressive history in successfully predicting global trends. A best-selling author whose books have been translated into 22 languages, Noreena advises some of the world’s leading business and political figures on strategy, disruption and Generation K. She sits on the board of Warner Music Group and is a Visiting Professor at University College London. Today she will be joining us to share deep insights into her ground-breaking research on what she calls “Generation K” – 15-24 year olds.
Noreena, you have such a diverse and exciting career history. As well as being an author you’ve also had a television career and launched some ground-breaking campaigns. What would you say is your proudest achievement to date?
That’s a hard question to answer as I’m the kind of person who tends to look forwards rather than backwards. But I am proud that I haven’t been afraid, in my intellectual work, to go against the orthodoxy when necessary – for example I was one of the few economists who predicted the global financial crisis. But it’s my campaigning work that I am most proud of: the fact that my thinking inspired Bono’s Product (RED) for example; or the Footballers for Nurses campaign I created whereby almost half the footballers in the Premier League gave up a day’s wages to support nurses.
We’re so excited to hear your insights into Generation K. How did you gather and develop your research into this age group?
I’ve spent the last four years researching this demographic. I have used a range of methodological tools: surveys, focus groups, one-on- one interviews in the United Kingdom and also the United States to really get to know this generation on a deep level –so as to understand what they’re thinking and feeling, and how they interact, and behave. I have also gained further insights in my work with major multinational corporations- helping them better figure out how to attract, engage and retain this generation whether as employees or consumers
Without revealing too much, what could you tell us about the future of Generation K? Are their traits here to stay?
I don’t want to give away any spoilers, so for now I’ll just say that what I have found is that they are significantly different to the Millennials in ways that are essential for business leaders to understand. I look forward to sharing my findings at the Hackathon this week.
The Employee Experience Hackathon is this Thursday! Benefex clients will have the opportunity to listen to a whole host of inspiring speakers, with a closing keynote from Noreena, all about Generation K. Find out more about the incredible work she has done at noreena.com