A Force Together: Founder, CEO Shares Tips For Working With Millennials, GenZ
Courtney McKenzie Newell, founder and CEO of Crowned Marketing & Communications.
Courtney McKenzie Newell in 2011 named her first agency Crowned Marketing & Communications, where she is a founder and CEO, because she was crowned beauty pageant winner as a student at Florida International University.
Winning Miss Palm Beach County, and later competing in Miss Florida as part of the Miss American pageant series, McKenzie Newell says, “I took that money and started my business and paid homage to where it came from.”
Growing up in West Palm Beach County, McKenzie Newell says as the daughter of Jamaican immigrants, she was lucky to embrace her heritage and “grow up in a diverse neighborhood of so many different cultures where it was a tradition to explore other families’ cultures.”
Studying political science at FIU, McKenzie Newell said she wanted to be an attorney and politician, so she was the debate team president. As the head of the Students Programming Council, she handled a $2 million budget for two years, before graduating in 2010.
For nearly 10 years, the author of the 2019 Future Proof: Building a Brand GenZ and Millennials Love, has worked as a public relations and marketing consultant for global brands, CEOs, executives and Fortune 100 companies to grow their personal and professional brands, particularly for this market.
“For nearly 10 years, @CeoCourtney, has worked as a #publicrelations and marketing consultant for global brands, CEOs, executives and Fortune 100 companies to grow their brands. #PowerfulWomen”
Read more in Take The Lead on GenZ, Millennials
People ascribe Millennials and GenZers as “entitled, lazy and all this negativity,” McKenzie Newell says. “This was a disruptive year in terms of negative comments,” about the groups. But these stereotypes are not true, she says.
“It’s different because they have passion points and they are intent on having their voices heard,” says McKenzie Newell, who has earned business certificates from Tuck College of Business at Dartmouth College and Kellogg School of Management at Northwestern University.
“This population wants to be associated with brands that stand for something. It is the core DNA of Millennials and that difference is misconstrued.”
““This population wants to be associated with brands that stand for something. It is the core DNA of #Millennials and that difference is misconstrued,” says @CeoCourtney. #GenZ #womeninbusiness”
Social justice and fairness are top of mind for this market, McKenzie Newell says. “We are going to use our voices to fight for change.”
Read more about Millennials in Take The Lead
Whether leading an organization with Millennial and GenZ employees and colleagues, or marketing products, brands and services for this age group, McKenzie Newell says key factors need to be in place for success.
“Whether leading an organization with #Millennial and #GenZ employees and colleagues, or #marketing products, brands and services for this age group, @CeoCourtney says key factors need to be in place for success. ”
“We’re seeing brands that think through how to be a value-added company,” she says. “Brands that are focused on community more than anything and creating opportunities to partner with communities,” will fare better.
According to the Pew Research Center, “More than one-in-three American labor force participants (35%) are Millennials, making them the largest generation in the U.S. labor force, according to a Pew Research Center analysis of U.S. Census Bureau data. As of 2017 – the most recent year for which data are available – 56 million Millennials (those ages 21 to 36 in 2017) were working or looking for work.”
CNBC reports, “Despite making up the largest portion of the workforce, millennials controlled just 4.6% of U.S. wealth through the first half of 2020, according to data from the Federal Reserve.”
Add into the mix, the number of GenZers and it is a large swath of the marketplace. “The Gen Z consumer segment is growing fast. By 2023, Gen Z will be the largest generational segment in the economy,” GreenBiz reports.
“With buying power of more than $140 billion, Gen Z is the fastest-growing consumer segment with unique purchasing values in mind and the willingness to act upon them. Gen Z wants companies to use their scale to push for environmental progress, human rights, inclusion and honesty and transparency,” reports GreenBiz.
“I’m extremely optimistic. People are seeing millennials as a great generation because of these changes that they are demanding such as being more environmentally friendly and working for the betterment of society,” McKenzie Newell says.
When leading an organization with Millennials and GenZers, McKenzie Newell says it is important to “get clear on what your values are. Have others focus on social justice and equality and make sure you are clear on what you care about and align yourself with others” who feel the same.
“When leading an organization with #Millennials and #GenZers, @CeoCourtney says it is important to “get clear on what your values are.” #marketing #womeninbusiness”
Read more in Take The Lead on Millennial entrepreneurs
She adds, “You move by yourself, but you are a force together.”
As a leader, McKenzie Newell says, “When it comes to old school, you cannot yell at your teams so they are scared they can’t move. That can’t happen anymore. You have to create solutions together.”
As head of her own agency, McKenzie Newell says her team is all Millennials. “It may seem like they are not taking direction well, but the best way is to ask questions instead of demanding this is he way you do it. “
Read more in Take The Lead on fairness at work
That collaborative approach “where everyone feels they are being heard” works best with multicultural and millennial teams, says McKenzie Newell, who is working on a new book, Future Proof CEO.
“That collaborative approach “where everyone feels they are being heard” works best with #multicultural and #millennial teams, says @CeoCourtney, who is working on a new book, Future Proof CEO. #workplace”
The old way is no longer efficient, of top down demands without input from the team. “You have to be clear on everybody having their buy in and a piece of the success,” McKenzie Newell says.
And for Millennials, McKenzie Newell advises, they have to be sure to speak up. “I was afraid to speak up because my boss was combative, and anyone who went against him, gets fired,” says McKenzie Newell of an early career experience.
“This is the work I am committed to doing now. Organizations need to work on the diversity issue. If I am the only Black woman in a marketing role, I may be scared that if I say my own thing, I may be terminated.”
As a Millennial or GenZ worker, McKenzie Newell advises to join groups and organizations “to connect with likeminded people so you can run your ideas by them.”
“As a #Millennial or #GenZ worker, @CeoCourtney advises to join groups and organizations “to connect with likeminded people so you can run your ideas by them.” #careeradvice”
Read more in Take The Lead on leading with DEI
As more work continues to be remote, McKenzie Newell says isolation and finding a simple place and space to talk with others at work is not possible. “If we continue to congregate in silos, we will never solve the problems. We need to open up the forums, so everyone can ask questions.”
“As #remotework continues, @CeoCourtney says #isolation and finding a simple place and space to talk with others at work is not possible. “If we continue to congregate in silos, we will never solve the problems.” #womenleaders”
