In this episode, Katie Harbath sits down with Michelle O’Grady of Team Friday to unpack how culture, identity, and technology are transforming the way brands and civic leaders connect with younger generations. They explore the rise of mixed-race identities, the fluid ways Gen Z and Gen Alpha see themselves, and what this means for marketers who want to stay relevant. Michelle shares how her work at the intersection of academia and brand strategy helps companies understand shifting consumer behavior—and why long-term thinking matters more than ever. The conversation also reflects on how politics and pop culture are colliding, and what authenticity really looks like when engaging the next generation.

Takeaways

* Understanding generational change is essential for modern marketing

* Mixed-race identities are rapidly reshaping the demographic landscape

* Brands must break out of siloed thinking to stay relevant

* Gen Alpha’s worldview will drive the next wave of consumer expectations

* Civic engagement is shifting alongside cultural and identity trends

* Younger audiences expect authenticity from political and cultural leaders

* Cultural fluidity demands nuanced, adaptive marketing strategies

* Long-term, relationship-driven approaches outperform quick fixes

* Effective engagement starts with meeting people where they already are

* Complex, multifaceted identities require more sophisticated brand storytelling

Chapters

* 00:00 Journey from Academia to Marketing

* 04:45 Understanding Mixed Race Identity

* 07:48 Merging Academic Insights with Brand Strategy

* 12:38 The Rise of Gen Alpha

* 16:40 Civic Participation and Political Engagement

* 20:05 Changing Dynamics of Civic Participation

* 23:50 Engaging the Younger Generation in Politics

* 29:40 The Courage to Start a Business

* 31:38 Complexity in Consumer Behavior

* 38:24 Understanding Demographic Shifts

* 40:49 Authenticity in Connection Points

* 43:32 The Importance of Listening in Communication

* 44:00 Long-Term Planning in Marketing and Communication

Anchor Change with Katie Harbath is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Get full access to Anchor Change with Katie Harbath at anchorchange.substack.com/subscribe