Gen Z Doesn’t Play by the Rules—And That’s the Opportunity

In this episode, we’re joined by Shaquana Joseph, Strategic Account Director at Group Black, a media collective dedicated to bridging the gap between today’s most influential consumers and the brands that want to reach them.

Shaquana shares her inspiring journey from college radio at Howard University to leading game-changing brand partnerships at Group Black. She unpacks how Gen Z is rewriting the rules of influence, why authenticity matters more than ever, and how brands can build lasting loyalty by showing up with purpose.

Episode Highlights

• How Shaquana pivoted from radio and agency life to leading culturally impactful campaigns.
• The mission behind Group Black and how it's reshaping the media and marketing landscape.
• Why Gen Z doesn’t play by the old rules—and how brands must adapt or fall behind.
• The rise of the nano-influencer and why peer influence now beats follower count.
• The role of experiential marketing in creating real, emotional brand connections.
• Shaquana’s experience at Twitter and the lessons she learned about being an entrepreneur.
• Why true influence means making a lasting impact—and how Shaquana defines success beyond the spotlight.

Shaquana’s insights are smart, actionable, and inspiring—whether you’re in marketing, leadership, or just figuring out how to make your voice matter in a noisy world.

Links and Resources:

Connect with Shaquana Joseph on LinkedIn

Learn more about Group Black

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