For the past five years everyone has been talking about Millennials. What they should be talking about now is Generation-Z. These young people were born with a purpose-driven soul and a “let’s hack this” spirit. Born in 2001 and currently entering high school, this is the largest American generation and also the world’s most educated, connected and altruistic.
So when the First Lady’s office reached out to The Black Sheep Agency, a local cause-based strategic brand shop focused on accelerating impact, to develop a campaign to reach Gen-Z, they didn’t hesitate. The agency has spent the last year deeply researching this enigmatic group of young people and discovering what inspires and motivates them. Determined to put America’s youth back on the path to higher education, Black Sheep has been working with the First Lady’s office to create BETTER MAKE ROOM, an engagement campaign for her Reach Higher initiative, focused on connecting Gen-Z with the resources and guidance they need to continue their education. Fueled by user-generated content and the spirit of community, the Better Make Room movement will elevate those who are continuing their education to the level of celebrity status, as if to say to the world, “You Better Make Room, because this person is about to arrive.”