How to Lead Gen Z: Start With “Why”

How to Lead Gen Z: Start With “Why”

When Nike first told the world to “Just Do It” in 1988, it struck a nerve. The message was simple: stop hesitating and take action.

It spoke perfectly to Generation X (born between 1965 and 1980), who were tired of empty words and wanted to prove themselves through doing.

Now, Nike is saying something new to today’s young adults: “Why Do It?” Because for Generation Z, doing isn’t enough. They need a reason first.

This shift says a lot about how Gen Z works and how they want to be led. They’ve grown up in a world that shows everything: good leadership, bad leadership, and everything in between. They’ve seen hypocrisy and burnout, and they’re not easily convinced by authority. So before they commit to a job or project, they want to understand why it matters.

Older generations were fine with clear instructions… “Here’s your role, do it well.” But Gen Z asks, “Why are we doing it this way?” They’re not being difficult; they just want purpose before performance.

At Cox Enterprises, a leader named Todd Lane learned this firsthand. He runs a program called LEAD, where young employees rotate through different roles to build a full skill set. Some complained about being put in jobs they didn’t like. Instead of dismissing them, Todd explained that the goal was to help them become adaptable and more valuable in the long run. Once they understood that, their attitude changed completely. All they needed was the why.

When today’s youngsters understand the reason behind their work, everything shifts. They feel more motivated, take ownership, make better decisions, and grow faster. They don’t just do the job - they care about it.

Want to lead Gen Z? Don’t just tell them what to do. Help them see why it matters. Once they do, they’ll show up with energy, creativity, and commitment that no rulebook can inspire.