On this episode of the GovComms Podcast, contentgroup CEO David Pembroke speaks to the Founder and President of the Gen Z Identity Lab, Anya Dua. Living in Miami Florida, Anya is the youngest guest to have ever joined us on the podcast. At just 15 Anya has appeared in The New York Times and Forbes, sharing her views on an array of political and social issues that the world faces. She is determined to change how the media views her generation and works hard to educate, inspire and empower her peers. In this podcast, Anya discusses the purpose and mission of the Gen Z Identity Lab. She also shares her thoughts on how Generation Z is viewed by the rest of the world and explains why they should be an integral part of government communications. From an idea in year 8, to the business it is now, Anya shares her story of how the Gen Z Identity Lab came to be and what the important research that the Lab conducts on Generation Z, means for government communications. Anya also touches on how the political landscape has changed globally and as a result their generation cares about and is involved more than ever in politics, and what this will mean for the future. David asks Anya what Generation Z can bring to the political table. Anya explains that no one understands Generation Z, like Generation Z, meaning that their role in a business can help create messages that target the audience best, especially when it comes to creating content for social media. Finally, we end the episode with an important message from Anya, to decision makers from around the world, on what you can do to help make their generation be heard. Discussed in this episode: What the Gen Z Identity Lab is and why it is important to the world of government communications. Why Generation Z care more about politics than they ever have before. How decision makers can utilize this generation to create more targeted messages to their audience.