ZCon is reshaping the way companies connect with young leaders. Led by Gen Z and backed by major brands, the event highlights how creators are driving real change across industries — not just online, but in boardrooms and beyond.

A New Kind of Power: Inside the Minds of Gen Z Creators

When Regina Harris says Gen Z creators are “content machines,” she’s not exaggerating. As a talent manager at Digital Brand Architects (DBA), Harris works with both millennial and Gen Z talent — and the difference is striking.

“They would be creating content whether they got paid or not, whether they had a following or not,” Harris explains. “It’s just how they move through the world.”

Unlike earlier generations who approached content as a tactic, Gen Z treats it like a lifestyle. They create because they want to — not because someone told them to. And while their feeds may be packed with trending audio and fast cuts, what they truly crave is transparency.

“They’ve made having a platform synonymous with being an activist,” Harris says. “If you have followers, you have a responsibility.”

From Trendsetters to Tastemakers: Redefining the Creator Economy

Gen Z didn’t invent the internet, but they’ve completely redefined how it’s used. Olivia Frary, Head of ZCon at UTA Next Gen, puts it plainly:

“Teenage girls set the trends of every generation. All the 13-year-old girls who had One Direction fan pages are now the most powerful up-and-coming marketers I know.”

This generation doesn’t just influence trends — they build the infrastructure around them. They’re not afraid to livestream for hours, post 60 TikToks in a day, or put their full selves online.

Where previous generations treated content creation as a means to an end, Gen Z often sees it as the end itself. That shift is changing not just how platforms work, but how people engage with them.

“Gen Z is really just unafraid of that digital footprint,” says Frary.

A More Conscious Creator Culture

Even as Gen Z embraces digital life, they’re doing it with more awareness. Harris reflects on how online culture has evolved:

“Overconsumption was amazing. It was not called overconsumption — they were called hauls.”

Today, hauls still exist, but creators are more intentional. A 30-item YouTube spree might now be split into a few well-paced TikToks. There’s a growing tension between participation and principle — and Gen Z is trying to reconcile both.

“I don’t think that overconsumption has ended,” Harris notes, “but now we have to be a lot more tasteful with it.”

What Brands Still Don’t Understand About Gen Z

For brands hoping to connect with younger consumers, partnering with creators is table stakes — but many still miss the mark. Harris, who’s seen both the talent and brand side, offers a clear directive:

“Yes, give them a creative brief. But leave room for creative freedom. They know their audience better than anyone.”

Rigid talking points and overly scripted campaigns are a fast track to irrelevance. The best collaborations trust creators to lead with authenticity — even if that means dropping the brand name after the hook, not in the first three seconds.

“The old days of ‘sponsored by’ right up front are done,” Harris says. “Be tasteful, and the audience will stick around. They might even convert.”

She also urges marketers to look beyond follower count.

“The smaller creators with tapped-in audiences are often more effective. Take a chance on them.”

ZCon: Reimagining the Modern Business Conference

This creator-first philosophy is what inspired ZCon — a Gen Z-led conference launched in 2023 by Juve Consulting, now part of UTA Next Gen. Frary and her team built it as a direct response to corporate spaces that excluded the very voices driving culture.

“We created ZCon as a space and platform for diverse young voices to be heard,” Frary says. “It’s the first conference with only Gen Z speakers.”

Held in partnership with Snapchat, Spotify, Invisalign, and others, the second ZCon welcomed over 800 attendees, 150+ creators, and representatives from 500+ brands. The audience included everyone from Fortune 500 CMOs to first-time entrepreneurs.

“What if the CEOs were the ones doing the listening?” Frary asks. “That’s the energy we wanted.”

Programming That Hits Different

The sessions at ZCon weren’t your typical panel discussions. One standout conversation, moderated by Maya Urban, explored confidence with Justina Miles — the viral ASL performer from Rihanna’s Super Bowl show — and Kensington Tallman, voice of Riley from Inside Out.

Another highlight featured Amelie Zilber and Cameron Kaskey (March for Our Lives), in a session playfully titled “Made It Out of the Group Chat.” Their on-stage chemistry and candor created a space where advocacy didn’t feel like homework.

Attendees also joined interactive trivia with Spotify, browsed values-driven brand installations, and — in classic Gen Z fashion — went to prom instead of an afterparty.

Social Impact That Goes Beyond Hashtags

At ZCon, values aren’t a vibe — they’re built into the infrastructure.

This year’s nonprofit partners included Earth Justice, the Born This Way Foundation, the Jed Foundation, Impact, and Five Gyres, which led an on-site trash-sorting workshop. The team also partnered with When We All Vote, Noise for Now, and Strategy for Black Lives to help attendees turn inspiration into action.

“We didn’t want to just talk about impact,” Frary says. “We wanted people to experience it — and take it home with them.”

More Than a Moment: Intergenerational Inspiration

While ZCon centers Gen Z, it’s not a closed circle. Harris, who attended and moderated a session, was surprised by the multi-generational mix in the room.

“I saw so many millennials light up — they were proud of us,” she says. “It felt like they passed the baton.”

There was even a moment on stage where Gen Z gave their millennial predecessors their flowers.

“You walked so we could run. We’ve learned from your tools — now we’re building something new.”

Advice for Young Creators and Future Leaders

For creators hoping to break into the industry, Harris keeps it simple:

“Don’t think any job is too small. Everything leads to the next thing. Just keep learning.”

Frary shares a message from ZCon speaker Piper Phillips that stuck with her:

“Embarrassment is the cost of entry.”

“If you feel cringe about starting something — good,” she says. “That feeling means you’re doing something bold. Don’t let it stop you.”

Why ZCon Matters

ZCon is part of a bigger shift — one where influence is defined by community, values, and impact, not just reach. It shows what’s possible when Gen Z is given the space to lead on their own terms.

The result? A new kind of business culture — more honest, more engaged, and more human.

And if the energy at ZCon is any indication, the next generation isn’t waiting for the future to arrive. They’re already building it.