Elle Reynolds, a senior at Patrick Henry College studying government and journalism, recently published a novel guide for what to buy the college students in your life for Christmas. Besides being a helpful gift idea generator, her article reminded me of two important points that are critical to successfully engage Gen Z in college. First, we can never forget how creative and talented this generation of students are. Elle’s writing (as seen in a number of articles written during her internship at The Federalist) is thoughtful, authentic, and mature as she tackles an eclectic mix of topics. Like her peers, we’ll be seeing, reading, and hearing a whole lot more from Elle as she enters the job market. Secondly, it’s critical for marketers desiring to engage with Elle and her classmates to get input directly from them. More than any other generation, Gen Z wants to be a part of the conversation. Brands who listen and ask for input in meaningful ways will find that college students are the gift that keeps on giving. Speaking of gifts, check out Elle’s article if you need a last minute present for a college student in your life: https://thefederalist.com/2020/12/04/a-guide-to-christmas-shopping-for-college-students-by-a-college-student.