In a bid to connect with youngsters, corporates are hiring ‘Gen Z Translators’ who help connect brands with younger customers in a language they speak

xWith top brands across the world scrambling to connect with young customers, many Gen-Zers are finding themselves ‘content’ in the power corridors and boardroom meetings of corporate giants. While the big brains talk business in numbers and Wall Street jargon, a group of brand managers and marketing mavericks, armed with 20-somethings, translate it into a language that has “connection” and a finger on the pulse of the Gen-Z customers.

“It’s giving relevance.” That’s how 21-year-olds nowadays say to decode what “main character energy” or “it’s a slay” really means to the boardroom. Welcome to the new world of Gen-Z lingo translators — youn

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