Brands are creating a “shadow board” of younger employees to understand how to reach young customers. 

Brands are creating a “shadow board” of younger employees to understand how to reach young customers. Staying relevant with Gen Z and Millennials sometimes means starting internally. Since 2015, Gucci has utilized a “shadow board” of Millennials who have met regularly with the senior team to discuss issues and insights, which has “served as a wakeup call for the executives.” Their sales have since grown 136%—mostly driven by the success of both their internet and digital strategies. Meanwhile, travel company Joe&Joe’s shadow board was responsible for creating Accor Pass, a hotel subscription that gave customers under 25-years-old a place to stay while they looked for permanent housing. (HBR)