Virgin Group CEO scrolls TikTok daily to keep up with Gen Z: ‘The zeitgeist is not with people in their 50s’

Gen Z, increasingly influenced by social media algorithms and doomscrolling, is also driving CEOs across generations to engage with platforms like TikTok. Virgin Group CEO Josh Bayliss, 53, regularly peruses the platform not for entertainment, but to grasp the mindset of younger consumers and identify emerging business prospects.

Bayliss emphasizes that the "zeitgeist is not people in their 50s like me," instead pointing to the 20-somethings who are shaping contemporary culture. Unlike other CEOs like McDonald's Chris Kempczinski or Costco's Ron Vachris, who actively feature themselves in branded content, Bayliss maintains a more passive role, viewing trend awareness as merely part of his job.

With over 49.5 million Gen Z users on TikTok, a single viral moment can rapidly sway consumer behavior. As the head of a diverse conglomerate including an airline, gym chain, hotel group, telecom firm, and space tourism venture, Bayliss understands that he cannot overlook the preferences of younger consumers. He stresses that understanding social justice, equality, inclusion, and environmental concerns—key values for Gen Z and millennials—is crucial for his company's target audience.

Brands must remain vigilant, engaging with consumers in real-time to anticipate and adapt to shifting trends. As technology and culture evolve at breakneck speeds, executives face mounting pressure to keep pace with younger demographics. The expectation transcends posting branded content; it now includes interacting with consumers, responding to comments, and directly participating in ongoing discourse.

Companies that demonstrate cultural fluency can foster stronger communities and bolster brand loyalty, while simultaneously mitigating potential public relations blunders. Virgin's marketing team frequently responds to comments on its posts, underscoring the importance of fostering genuine engagement. This emphasis on continuous learning is not limited to CEOs like Richard Branson, the founder of Virgin Group, who acknowledges the ongoing need to remain curious and adaptable.

Indra Nooyi, former CEO of PepsiCo, also underscores that leadership is a lifelong journey, requiring a commitment to continuous growth. Meanwhile, AT&T CEO John Stankey has adopted a more structured approach, seeking out "reverse mentors"—younger individuals who can provide insights into the perspectives and technological habits of younger generations.

Stankey emphasizes the importance of actively seeking out opportunities to learn, whether through informal conversations or structured learning initiatives, in order to stay informed and responsive to the evolving landscape.