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

Virgin Group CEO Josh Bayliss, a 53-year-old executive, dedicates time daily to scrolling through TikTok. This practice is not for casual entertainment but serves as a strategic imperative to deeply understand the evolving perspectives, values, and emerging interests of Generation Z. Bayliss explicitly stated that the current cultural pulse, or 'zeitgeist,' is not dictated by individuals in their 50s, but rather by those in their early 20s who are actively shaping contemporary culture. He believes that companies, including the vast Virgin Group conglomerate, have a fundamental obligation to serve and reflect these younger demographics. Unlike some of his peers, such as Chris Kempczinski, the CEO of McDonald's, or Ron Vachris, the CEO of Costco, who have actively participated in their companies' social media content, Bayliss adopts an observational approach. He views his role as a viewer, diligently monitoring trends and conversations, as an increasingly critical aspect of his leadership responsibilities. This is particularly significant given the sheer scale of Gen Z's presence on platforms like TikTok, which boasts over 49.5 million users from this demographic alone. Viral moments on such platforms can rapidly and profoundly reshape consumer behavior, a dynamic that Bayliss, as the leader of a diverse group of companies, cannot afford to ignore. Virgin Group's extensive portfolio spans multiple industries, including airlines (Virgin Atlantic), fitness centers (Virgin Active), hotel chains (Virgin Hotels), telecommunications (Virgin Media), and even commercial space tourism (Virgin Galactic). Bayliss emphasized that understanding how Gen Z and millennials approach critical societal issues such as social justice, equality, inclusion, and environmental sustainability is paramount. These groups represent a significant portion of their target audience, and he feels a continuous obligation to actively listen to their concerns and perspectives. For businesses, platforms like TikTok offer an unprecedented direct channel for consumer engagement and provide invaluable insights for anticipating trends that could either propel or jeopardize their business models. Bayliss underscored the necessity of constant awareness, stating, "You’ve got to have the volume turned up 24/7, honestly." The challenge for executives to remain attuned to the preferences and cultural shifts of younger consumers is intensifying due to the accelerated pace of technological advancement and cultural evolution, making this an increasingly vital and demanding aspect of modern leadership.