Want to reach Gen Z? Don’t spend a dollar until you ask this

Ziad Ahmed started his first nonprofit in eighth grade, focused on social equality and acceptance. After seeing how often young people were talked about rather than talked to, he founded Juve Consulting, a Gen Z agency helping brands connect with his generation. Within a few years, United Talent Agency acquired the business. Today, Ahmed continues to help brands stay relevant with the next generation—and challenges business leaders to stop talking down to young people and start treating them as partners in shaping the future.