- Virgin Group CEO Josh Bayliss regularly watches TikTok to understand Gen Z trends and consumer behavior—he’s a viewer, not a creator.
- Brands are increasingly joining conversations on social media and prioritizing “cultural fluency” to build loyalty and avoid PR missteps.
- Top execs lean on lifelong learning and reverse mentoring (notes, younger advisors, even chatbots) to keep up with new tech, lingo and cultural shifts.
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