Gen Z is reshaping Thai business on two fronts: as consumers who rely on TikTok/social media (66.9%) rather than Google (21.9%) for purchase decisions, and as talent with high expectations for workplace culture and meaning—56% plan to stay only 1–2 years. The article advocates "reverse mentoring" where Gen Z teach leadership, while older executives focus on strategy. Retention hinges less on salary and more on mission alignment and growth; Gen Z prioritize value-for-money and purpose over traditional obedience, forcing organizations to rethink talent strategy.