Jennifer Mampasi, Co-founder of Hi ZIA
“I want older generations to stop just labeling us and start genuinely trying to understand us.”
In a rapidly evolving digital landscape, few understand Generation Z like Jennifer Mampasi, co-founder of Hi ZIA, an agency specializing in TikTok marketing & Gen Z Consulting. As a fellow Gen Z and a Digital Marketing student, Jennifer's passion for marketing and entrepreneurship drives her mission to bridge the gap between brands and the younger generation. In this interview, she reveals the inspiration behind Hi ZIA and their unique approach to modern social media marketing.
“Too often, our voices are dismissed as just ‘youthful rebellion,’ but we’re not just a phase. We are a new way of thinking, a new way of living, and a new way of shaping the world.” She believes we’re not going to become a copy of the older generations, and that’s something that needs to be accepted.
Motivation Behind Hi ZIA
Jennifer's interest in digital marketing began in 2018 when she was introduced to e-commerce.
“I’ve always been fascinated by how marketing shapes our perception of products and brands. What interests me most is understanding consumer psychology and how new technologies influence our consumption habits. Growing up in a generation that has always had access to social media, I quickly realized how crucial platforms like TikTok have become in modern marketing.
“Sixty percent of TikTok users belong to Generation Z, making it a key platform for engaging this audience,” Jennifer says. “As a member of this generation, I use TikTok daily and understand how it has completely redefined the way brands can interact with young consumers. This realization motivated the creation of our company, HI ZIA.”
With her partner, Sacha Siegenthaler, she searched for ways to launch a project related to their studies and interests. After considering several ideas, they decided to focus on TikTok marketing and consulting for Generation Z.
“Gen Z consulting was born from the realization that many brands try to target our generation without truly understanding our codes or culture,” Jennifer says.
“There is often a gap between the messages brands want to convey and what young people expect. Our goal is to bridge this gap.”
By living and understanding the dynamics of their own generation, Jennifer and Sacha believe they are best positioned to do so.
How do you help brands adapt to Gen Zs through TikTok?
“First, we start with a deep understanding of the client: their needs, objectives, and most importantly, their target audience. Defining who the brand wants to reach is crucial as it shapes the entire strategy.
“Next, we focus on educating our clients about TikTok. We firmly believe that it’s not enough to be on TikTok just because it’s trending; it’s essential to understand why TikTok works, how users interact, and what kind of content engages them. TikTok is a platform that values authenticity, and this is reflected in how we work with our clients. We strive to build an authentic, transparent, and collaborative relationship.”
However, Jennifer understands that while adapting to TikTok, it’s crucial not to lose the brand’s essence. Her goal through Hi ZIA is to create a fusion between the brand’s identity and what works on TikTok.
“It’s not just about following trends; it’s about crafting content that stays true to the brand while still resonating with the TikTok audience. We help brands stay flexible and responsive by creating content that is authentic, creative, and aligned with both the brand’s values and current trends.”
“Don’t just see the negatives; see the potential, see the passion, see the future. Engage with us, not as a problem to be solved, but as partners in creating something better. The world is changing, and we’re leading that change.”
Hi ZIA Industry Coverage
“Our clients come from a wide range of industries, and we rarely see the same sector twice. Whether it’s education, art, cosmetics, or event services, we’ve engaged with companies from various fields. This variety shows that businesses across all sectors recognize the importance of reaching younger audiences. The need to bridge the generational gap is something we see consistently, regardless of the industry.”
Jennifer notes that there is already a good level of openness across various sectors. However, she feels some brands are a bit hesitant, especially TikTok because it’s a new and somewhat intimidating platform. Regardless, she sees that most brands realize they need help connecting with a younger audience, and “that’s where we come in,” she says.
Gen Z & Older Generations: Common Challenges
“Yes, we think differently, but instead of fearing that difference, imagine what we could achieve together.”
“The main challenge when working with older generations is the difference in how we view communication and ideas. As Gen Z, we’ve grown up in a world where communication has evolved rapidly, influenced by our interests, our culture, and the digital environment we live in. Our approach is often more dynamic, and we value creativity and innovation, which can sometimes be seen as too bold or unfamiliar by older generations.”
She says that the difference in perspective can make it difficult to convey their ideas effectively. “Sometimes, what we find exciting and fresh might seem too radical or out of place to them,” she explains.
“We often reference things that resonate with us as young people, but these references might not always be understood by those who didn’t grow up in the same context. This means we have to spend more time explaining and bridging that gap.”
Jennifer emphasizes that the challenge isn’t just about advertising or social media but about finding common ground where both sides can appreciate each other’s perspectives. “It’s about guiding them to understand why we think the way we do and how our way of seeing the world can be valuable.”
“Despite these challenges, it’s rewarding when we can successfully communicate and collaborate across generations, bringing new energy and ideas to the table,” she says. Jennifer believes that being part of Gen Z herself is a big advantage. “Clients trust us more because I’m part of the generation they want to reach. It’s like I’m both showing them the way and being their target customer at the same time. This makes them more confident in what we do.”
Understanding Gen Z
“I think it’s crucial for older generations to understand that Gen Z is very different in how we approach life, work, and relationships. We’ve grown up in a world that’s constantly connected, with access to information at our fingertips. This makes us very aware of global issues like climate change, social justice, and mental health, and these are things we care deeply about.”
“Another key point is that we value authenticity and transparency.”
“We’ve been exposed to so much information and media that we can quickly tell when something is fake or forced. Whether it’s brands, employers, or influencers, we expect honesty and realness. We’re not interested in just being sold to; we want to engage with things that align with our values and interests.”
“It’s important to know that Gen Z is very adaptable but also cautious. We’re willing to try new things, especially with technology, but we’re also aware of the risks, like privacy concerns,” Jennifer explains. She believes that understanding these behaviors and values can help older generations connect better with us, whether in the workplace, as consumers, or in any other context.
As a Gen Z reflecting on Gen Z, Jennifer captures it all! If you want to learn more about Jennifer and Hi ZIA, find out more at Hi ZIA's LinkedIn page and her own here.
We sincerely thank Jennifer Mampasi for sharing valuable insights on this important and fascinating topic. We appreciate the time and thoughtfulness you brought to the conversation.
By the same author:
GenZ: The Why & The How
Interview: Maxime Lagane on Next Gens
