Course Details

Gen-Z is reshaping the business world, both as future clients and employees. Their digital-first mindset, demand for transparency, and preference for brands with purpose mean traditional approaches no longer work.


In this course, we explore how accountants can lean into Gen Z’s expectations, build trust, and create a firm that attracts and retains younger clients and top talent. If your firm wants to stay ahead, now is the time to adapt.


Callum Macrae covers the following topics:

  • Who is Gen-Z and why should accountants care?
  • How Gen-Z chooses their accountant
  • Engaging Gen-Z clients and building Trust
  • Recruiting and retaining Gen-Z talent
  • Future-proofing your firm for the next generation

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CPD Course Speaker

JE Consulting

Callum McCrae

Callum is an experienced marketing leader with 14 years of B2B marketing expertise. Having led multi-channel strategies at IRIS, one of the UK's largest privately held software companies, he has a strong track record in driving growth through demand generation and strategic, creative campaigns. Now at JE Consulting, Callum applies his deep knowledge of SaaS, fintech, and professional services to create impactful marketing strategies. A recognised speaker, he frequently shares insights on industry trends and innovative strategies at key events.