Gen Z Talent Strategy for HR & Leaders in Europe

How to Retain Gen Z talent in a Multigenerational workplace

At 20something, we believe that understanding the next generation is like holding a key to the future. It’s not just about empathy; it’s about unlocking transformative opportunities that will reshape your culture and fuel sustainable growth. We help HR leaders and forward-thinking executives turn that key.

We do it with our Switch Methodology. Think of it as a journey: first, we scan the workplace landscape to identify where generational gaps really lie. Then we surface the hidden truths so your teams can face them head-on. We help you shift perspectives, turning these insights into tangible, actionable steps. And finally, we embed these changes so they take hold and drive lasting impact throughout your organization.

In practical terms, we bring this to life through engaging workshops, bespoke consulting, and keynote talks that not only inform but also inspire leaders and HR professionals to take action.

We work across Europe, including Spain, France, the United Kingdom, Belgium, Sweden, Germany, Italy, the Netherlands, Austria, and Switzerland, helping organizations attract, engage, and retain their young workforce in an ever-evolving, multigenerational environment.

For HR Professionals

Explore the 5 steps of our Switch Methodology

Unlock

We challenge your perspective

Many leaders describe Gen Z as fragile or uncommitted. But what if the problem isn’t Gen Z, but rather the way we perceive them? In this interactive session, we help leadership teams shift from a judgmental approach to a more curious one. Through stories, cultural trends, and reflective exercises, we demonstrate why Gen Z thinks and works differently, and how this new generation is shaping the future of leadership.

Outcomes

Help leaders better understand Gen Z and how they differ from Gen X and Millennials.
Create an eye-opener moment that fosters empathy and intergenerational understanding.
Discover the genuine needs of your Gen Z employees through data-driven insights and structured dialogue.

Scan

See the invisible signals.

Every culture sends signals, but not all of them are conscious or coherent. Gen Z doesn’t just read your mission statement; they scan how meetings are run, how feedback is given, and how leaders behave when no one’s watching. In this first phase, we scan your organization to detect where trust is silently eroding. Using tools such as pulse surveys, friction mapping, or cultural audits, we help you see what young employees often feel but rarely express.

Outcomes

A map of generational disconnects.
A “Top 5” of invisible signals shaping your culture.
A trust heatmap that highlights early warning signs of disengagement and attrition.

Surface

Name the signals and align with their meaning.

Detecting signals is not enough. A signal only drives change when everyone can see it, name it, and agree on its meaning. In this phase, we bring the findings to the surface through dialogue, storytelling, and team sessions. Leaders and employees explore together where signals originate, what they look like in practice, and how they impact trust and culture. The goal is to create alignment, moving from scattered perceptions to a shared understanding of the issues.

Outcomes

A straightforward narrative of the root causes behind the signals.
Shared language and alignment across leadership and teams.
Concrete identification of where the issues show up in the compa

Shift

Turn insight into culture moves.

Understanding without action is empathy theatre. In this phase, we turn insights into visible leadership shifts that rebuild trust. Together, we co-design small but strategic culture moves that align with the signals Gen Z is scanning for: transparency, authenticity, progression, elasticity, and psychological safety. These shifts may impact how you provide feedback, run meetings, onboard new talent, or communicate decisions.

Outcomes

A roadmap of 3–5 micro-shifts aligned with Gen Z values.
Pilot programs to test cultural change in real time.
Feedback loops with Gen Z to validate what feels meaningful vs performative.

Embed

Make it stick.

Change doesn’t fail at the start. It fades when calendars fill and old habits return. Embed ensures transformation doesn’t die after the workshop; it builds rhythms and rituals that keep the shift alive. We anchor long-term change through ownership, repetition, and visible cultural signals. Whether you worked with us on earlier phases or not, this step ensures that cultural alignment becomes more than a campaign; it becomes a habit.

Outcomes

A 30–60–90 day rhythm for momentum.
Three anchors for traction: rhythm, ownership, and visibility.
Ongoing support to sustain culture beyond the buzz.

Testimonials

I had the pleasure of working with Benoît on a campaign targeting Generation Z, and his contribution was invaluable. Benoît brings a truly disruptive creativity to the table; he is not afraid to challenge conventions and propose original solutions that directly resonate with younger audiences.

What impressed me most is Benoît’s expertise: he’s a top expert in Europe on new trends and today’s youth mindset. He combines this with an exceptional knowledge of media, which allows him to adopt a global, integrated approach in both his reflections and his advice.

Pierre-Benoît Sepulchre

Chief of Staff | Strategic Advisor

Spécialiste de la Gen Z, Benoît est une personnalité créative et un analyste hors pair, capable de transformer ses idées en actions concrètes. Sa prise de hauteur, son expérience et son expertise en font une personne indispensable sur ces sujets.

Ses conférences sont non seulement inspirantes mais également très éclairantes, offrant une perspective unique et précieuse.

Eusebio Larrea

Head of Entertainment & CoProduction RTL Belgium

Benoît and I are both active in a NPO that defends human values.

The quality of his insights are of high value to the project. His experience allows us to make the right decisions and he teaches us how to communicate more efficiently to certain target groups, explaining the method and content in a very clear way. He is an expert in the generations Y and Z and has a large experience working with the younger generations.

Benoît is a great person to work with, he is committed and very target driven

Gabriel Goffoy

General Manager MINI at BMW Group Belux + Founder of Forbidden Colours NGO and fund at King Baudouin Foundation

Over the last 5 years, Benoit and I have researched together the impact of social, political, and economic crises on generations. It was a pleasure to work with Benoit.

Benoit excels at finding patterns in multiple sets of data, and put them into context. He is good at summarising key insights and make them practical for clients. Finally, he is an excellent communicator, and knows well how to make complex material and ideas accessible to large audience.

Samuel S.

Programme Manager / UCL History PhD / GMF TILN Fellow

Every meeting and workshop with Benoit is a surge of energy and creativity.

His unique understanding of Gen Z, paired with his strong expertise in traditional media, makes him a true expert in brand and audience positioning.

What sets him apart is his rare ability to blend disruptive creativity with practical, results-driven solutions.

Kim Beyns

CEO at Nostalgie, NRJ, Nostalgie+, NRJ+, Chérie / NGroup Belgium