In this episode, Katie Harbath sits down with Michelle O’Grady of Team Friday to unpack how culture, identity, and technology are transforming the way brands and civic leaders connect with younger generations. They explore the rise of mixed-race identities, the fluid ways Gen Z and Gen Alpha see themselves, and what this means for marketers who want to stay relevant. Michelle shares how her work at the intersection of academia and brand strategy helps companies understand shifting consumer behavior—and why long-term thinking matters more than ever. The conversation also reflects on how politics and pop culture are colliding, and what authenticity really looks like when engaging the next generation.
Takeaways
Understanding generational change is essential for modern marketing
Mixed-race identities are rapidly reshaping the demographic landscape
Brands must break out of siloed thinking to stay relevant
Gen Alpha’s worldview will drive the next wave of consumer expectations
Civic engagement is shifting alongside cultural and identity trends
Younger audiences expect authenticity from political and cultural leaders
Cultural fluidity demands nuanced, adaptive marketing strategies
Long-term, relationship-driven approaches outperform quick fixes
Effective engagement starts with meeting people where they already are
Complex, multifaceted identities require more sophisticated brand storytelling
Chapters
00:00 Journey from Academia to Marketing
04:45 Understanding Mixed Race Identity
07:48 Merging Academic Insights with Brand Strategy
12:38 The Rise of Gen Alpha
16:40 Civic Participation and Political Engagement
20:05 Changing Dynamics of Civic Participation
23:50 Engaging the Younger Generation in Politics
29:40 The Courage to Start a Business
31:38 Complexity in Consumer Behavior
38:24 Understanding Demographic Shifts
40:49 Authenticity in Connection Points
43:32 The Importance of Listening in Communication
44:00 Long-Term Planning in Marketing and Communication
