
Europe’s Generation Z Expert
The youngest generations, Gen Z and Alpha, are redefining leadership, work, and brand loyalty. Their expectations of employers and brands differ significantly from those of previous generations. Fail to connect with them, and they’ll move on—fast.
Whether you work in HR, strategy, education, or marketing, we bridge the gap between your world and theirs.
We go beyond offering insights; we empower you to transform them into actionable strategies. Our Switch methodology is a five-step approach crafted to help organizations navigate, interpret, and adapt to generational shifts.
Explore our Switch Methodology
Unlock
We challenge your perspective.
Many leaders feel frustrated with Gen Z, seeing them as lacking resilience or avoiding responsibility. But what if the issue isn’t Gen Z, but how we view them?
In this interactive session, we foster curiosity over judgment. Through storytelling, culture shifts, and reflective exercises, we help your leadership team understand why Gen Z thinks and works differently and what it means for your leadership culture.
Outcomes:
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A new level of empathy and shared vocabulary among leaders
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A shift in perception: from “they are the problem” to “this is a new culture we need to understand”
SCAN
See the invisible signals your culture is sending.
Every culture sends signals, but not all of them are conscious or coherent. Gen Z doesn’t just read your mission statement. They observe 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 pulse surveys, friction-mapping, and cultural audits, we help you see what young employees often feel, but rarely say.
Outcomes:
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Map of generational disconnects
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A top 5 list of “invisible signals” your culture currently sends
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A trust heatmap showing where credibility is being lost
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Early warning signs for disengagement or retention risks
SURFACE
Decode how Gen Z sees you and why it matters.
Insight matters most when viewed through the eyes of those who live it. In this phase, we dig deeper: uncovering the perception gap between leadership and younger employees. How do they interpret your culture? What makes them feel heard or ignored?
Through interviews, storytelling, and focus groups with Gen Z, we identify blind spots and decode expectations. This isn’t about clichés—it’s about understanding what feedback, loyalty, and transparency truly mean to today’s generation.
Outcomes:
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A straightforward narrative of how Gen Z experiences your leadership and culture
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Examples of missed signals or mixed messages
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A toolkit of Gen Z cultural “decoders” that shows what they see, value, and avoid
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Strategic clarity on what’s working and what’s misfiring
SHIFT
Turn insight into culture moves.
Understanding without alignment is empathy theatre. In the final stage, we help you turn insight into visible action. We co-design small but strategic shifts that align your leadership practices with the trust signals Gen Z is looking for: transparency, authenticity, progression, elasticity, and psychological safety.
The goal isn’t to change everything. It’s to prototype cultural adjustments that make Gen Z feel seen and want to stay. These shifts may impact how you give feedback, run meetings, onboard new talent, or communicate decisions.
Outcomes:
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A roadmap of 3–5 micro-shifts aligned to Gen Z values
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Pilot programs to test cultural change a small scale
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Feedback from Gen Z on what feels meaningful vs performative
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A closing gap between declared values and lived experience
Embed
Make It Stick
Change doesn’t fail at the start. It fades after the workshop, when calendars fill up and old habits return. That’s why Embed is about long-term traction — not more ideas, but repeatable rhythms that keep the shift alive.
We help you anchor the transformation through new rituals, shared ownership, and visible cultural signals. Whether we’ve worked together before or not, we support your teams in turning alignment into real habits.
Outcomes:
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a 30–60–90 day rhythm for momentum
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3 anchors for long-term traction: rhythm, ownership, visibility
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a partner to support the culture beyond the buzz
Because without follow-up, change becomes theatre. Embed makes it real.
New Book “From Signal to Shift” Launching in early 2026
New Book for Leaders: From Signal to Shift by Benoît Vancauweberghe
Struggling to engage and retain Gen Z talent? From Signal to Shift: A Playbook for Leaders Who Want to Connect with Generation Z offers clear, actionable strategies to close the “signal gap” between what leaders say and what younger employees hear. Written by Youngster expert Benoît Vancauweberghe, this practical guide combines over 15 years of leadership insight with real-world examples to help organizations build trust, reduce friction, and create thriving, multigenerational teams.
Launching in early 2026 across major retailers and online platforms.
