Shadow boards: A unique way to connect with Millennials and Gen Zs

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  Quantumrun Foresight
• November 30, 2022

Insight summary

Shadow boards are transforming how businesses operate by incorporating the unique perspectives of younger employees into strategic decisions. These groups, consisting of non-executive, often younger staff, provide valuable insights on areas like product development, marketing, and digital engagement, bridging the gap between traditional management and the digital-savvy workforce. Their impact could extend beyond internal dynamics, influencing everything from workplace culture to consumer engagement and even shaping public sector policies.

Shadow boards context

Businesses are noticing the importance of including diverse perspectives in crafting business strategies. As a result, some companies are creating shadow boards composed of younger employees to connect them with senior management and brainstorm new business initiatives. Shadow boards are groups made up of non-executive employees, typically younger workers, who provide insights on strategic initiatives of businesses. They are an innovative, engaging, and beneficial way of driving organizational cultural change.

Shadow boards allow traditional board members to communicate with the younger segment of their workforce and contribute feedback on a brand’s product development, marketing, and online experience from a digital native perspective. These boards can also help attract talent when communicated through recruitment materials. During the COVID-19 pandemic in 2020, shadow boards became an effective tool for companies to assess changing business trends and adapt to disruptions quickly.

For example, the global professional services network KPMG created a Millennial Board in 2018, which evolved into the Next Generation Council at the dawn of the pandemic. The board allowed the company to challenge and inform business decisions. They were given assignments based on actual, live issues on which they were asked to provide recommendations and investigate solutions. The KPMG shadow board helped bridge the gap between the management and board members, fostering a sense of accountability within the company.

Disruptive impact

By bringing together team members from various levels to collaborate on a common goal, shadow boards can foster a sense of unity and inclusiveness. This is a stark contrast to traditional top-down decision-making processes, where management often unilaterally drives changes. Shadow boards also offer a platform for employees, especially those from younger generations or digital native backgrounds, to share their insights on product development, marketing strategies, and the online experience of the company.

Shadow boards can function as an effective tool for professional development, offering younger employees a chance to contribute to high-level strategic decisions. This involvement not only enhances their professional growth but also brings fresh perspectives to the company's strategy, potentially leading to more innovative and relevant solutions. This approach aligns well with the evolving expectations of the workforce, where employees increasingly seek roles that provide meaningful contributions and opportunities for growth.

The success of shadow boards heavily relies on the support and acknowledgement from the company's executive committee and leadership. If the feedback and recommendations provided by shadow boards are not seriously considered, it can lead to adverse effects. Employees may feel undervalued and disrespected, leading to frustration and decreased morale. This sentiment can easily spread across the workforce, undermining the potential benefits of the shadow board initiative. 

Implications of shadow boards

Wider implications of shadow boards may include: 

• Gen Z and millennial employees networking more with senior management positions through their feedback and ideas on shadow boards.


• A shift in workplace culture, creating a more inviting environment for discussion and feedback in person.


• Some companies using their shadow boards as a competitive edge for marketing efforts, learning from younger employees about various demographics' wants and needs.


• An emergence of businesses creating transparent policies regarding how shadow board members are selected, their term limits, and their objectives.


• Negative publicity for companies that do not seek feedback through shadow boards that are inclusive and diverse.


• Increased mentorship opportunities for younger employees, leading to enhanced leadership skills and succession planning in organizations.


• Consumer-focused companies adapting products and services based on direct insights from younger generations, resulting in higher customer satisfaction and loyalty.


• Governments considering the shadow board model for public sector innovation, potentially leading to more responsive and relevant policies for younger demographics.

Questions to consider

• How do you think shadow board members should be selected?


• Have you been part of a shadow board in a company? How was your experience?