Have you ever found yourself in a situation where someone complains about you to others, but never actually talks to you about it? It's frustrating! Similarly, Gen Z feels annoyed when marketers try to appeal to them without actually speaking with them. That's where Juv Consulting comes in. Founded by three 16-year-olds in 2016, Juv Consulting was created to address the issue of leaders and \"youth experts\" who constantly talk about how to engage Gen Z without actually doing it. This episode features interviews with Ziad Ahmed and Shaina Zafar, the founders of Juv Consulting, as they explain why it's important to listen to Gen Z now, rather than later.