PRZM Co-Founder, Larry Milstein On Gen Z Advocacy And Modern Day Connectivity
WITH LARRY MILSTEIN
bridging the gap between budding next gen ideals, and how businesses can adapt to them.
Photography, Xavier Duah
Words, Beck Salgado In Conversation with Larry Milstein
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He once sat at a desk, now he helps people get to the table; this is how one can describe the journey of 25-year-old entrepreneur Larry Milstein. A born and raised New Yorker, Milstein likes to break up the monotony of his business life by engaging the billowing art scene found in New York—something that continues to inspire and ingrain itself into his work.
Previously working at companies like Alibaba and American Express, Milstein noticed something while doing so - that is, the internal demand for Gen Z guidance from company leaders.
Driven by a passion for innovation and helping others, Milstein decided to combine these two things while conceiving the idea of his new business PRZM. Inspired by the works of abstract minimalist Donald Judd, Milstein said he chose the name PRZM because — like Judd’s three-dimensional objects — the company aims to refract the energy of next gen audiences into a meaningful spectrum of perspectives, much like an actual prism.
As our lives were effectively put on hold due to COVID-19, the eyes of the world were placed upon Gen Z. Because of the risk associated with older individuals operating in a COVID stricken world, many of the societal responsibilities that were previously filled by passed generations are now being placed upon the shoulders of Gen Z.
if I don't believe in the core mission of what I'm doing, I’ll often feel a bit misguided or directionless
THE LOOK
Corduroy Suit, Victor Li; Turtleneck, H&M
In the center of this ostensive passing of the torch is Milstein who is empowering Gen Z individuals to both have a voice as well as have that voice be heard. Doing this via his aforementioned business PRZM, the model works in two parts: first, as a consultancy for businesses looking to connect with Gen Z, and second as a social community predicated upon creating opportunities for Gen Z individuals.
This setup allows Milstein to bridge the gap between budding next gen ideals, and how businesses can adapt to them, especially in such a peculiar environment.
As his business continues to evolve and inform, Milstein took some time to talk with BOND OFFICIAL about everything from future outlooks to how mission-driven brands can make the transition from idea to initiative.
THE LOOK
Sweater, Gucci; Jeans, Sandro
BO: I want to get into the business aspect of all of this later but tell me a little bit more about yourself and maybe how that led to PRZM and what you're doing there?
LM: Absolutely. So, I guess we'll start with the basics — I'm 25 years old, and I grew up outside of the city in Westchester, NY. I'm the youngest of four, so I feel like so much of my exposure to pop culture was very much framed from my millennial older siblings. However, being a “cusper” between the generations, a lot of my technological habits, values and behaviors are more aligned with a Gen Z psychographic, which in many ways helps me communicate and translate cross-generationally.
PRZM is a next gen consultancy and Gen Z community that's now in over 20 countries with over 500 members. We help heritage brands, especially those in the luxury space, engage and understand Gen Z audiences in a way that brings these next gen voices into the conversation and offers them a seat at the table. On the other hand, brands benefit by staying connected to what’s relevant to us and hearing a firsthand account of how youth culture is informing broader consumer trends. So it's cool to be part of this effort, especially now, just given our current environment in which change is needed more than ever.
BO: Yes, of course, and I'm assuming from just correspondence. This week, and especially today work days can be crazy. Especially for somebody who's so young doing something so cool. So what is that like doing so much at such a young age?
LM: What’s interesting for my journey is I never had this grand plan to be an entrepreneur. However, when I first began exploring the idea of starting a consultancy around 2 years ago, I was motivated by this sense of kinetic potential I was observing everyday among next gen leaders. Gen Zers were starting businesses on Depop from their bedroom closets, organizing rallies and marches for climate change and gun control, and sharing videos on TikTok that were being streamed by the millions. And it was this realization that there was an untapped opportunity and missing link between those looking to understand Gen Z and those shaping these changes that led me to PRZM. So obviously, what we're doing on a community level isn't going to fully realize that mission for an entire generation, but by helping connect Gen Zers to projects and opportunities, as well as compensating young creatives and helping them gain experience, we hope to be part of bridging that divide.
Gen Z is the most socially connected generation in history.
THE LOOK
Wrist Watch, Carl F. Bucherer; Loafers, Gucci
BO: You said something about tapping into the potential of Gen Z, what are some of the ways PRZM is doing that or rather, what are some of the plans you have put in place to do so?
LM: I think what really inspires me — whether working with nonprofit institutions or major brands— is how we’re bringing Gen Zers into the conversation, whether hosting focus groups, seeding and beta testing products, or facilitating personal surveys. By creating this kind of a exchange, business leaders, many of whom are making decisions that impact our lives — from the things that we buy to the media we consume to the culture that is being showcased — can actually listen to what we have to say.
BO: How do you use social media as like a tool to empower Gen Z or, or as a tool for your business as well?
LM: Gen Z is the most socially connected generation in history. So both on a personal and business level, we rely on social media as a way to connect with one another. At PRZM, we'll cross amplify things that our members are working on. For example, we’ll post something like: Hey, are you looking for a really talented photographer? Check out this person's portfolio and we’ll share it on our stories. I think it's cool that in these types of highly engaged micro communities, people can really build each other up and use social tools as a way to connect and discover.
BO: How do you and PRZM identify some of these issues and communities, you want to focus on?
LM: We define ourselves as private, but inclusive. Meaning: It's a private space where people can feel safe to open up, but our criteria for joining is that you are a Gen Zer with a perspective to offer. So once you become a member of PRZM People, we try our best to allow our community to organically steer the issues that we should be focusing on and researching. We have a dedicated private chat space where we can share anything from exciting product 'drops' to important causes with associated resources to help. It’s through this live dialogue that we identify the issues that are capturing our attention and are worthwhile to explore further.
THE LOOK
Shirt, ETON; Coat, Ralph Lauren; Trousers, H&M
BO: I know you mentioned this earlier and I just wanted to get into a little more but this past year has been absolutely insane. How did PRZM handle the pandemic and how did that change some of the directions the brand was moving in?
LM: This period really forced us to clarify what our priorities were. A lot of things were put on pause, especially any sort of in-person activation that we had been working on, which was disappointing. But I think what was interesting is that, once the initial shock kind of dissipated, there was actually this really strong pendulum swing where we got a much higher than anticipated amount of inquiry and interest in engaging our community. During this period of lockdown, it was Gen Z that was often pioneering the new age of virtual connectivity, whether it was on social platforms like TikTok, via online games like Among Us, or other kinds of virtual hangouts on Twitch. It was one of the first times when other generations observed Gen Z really stepping up and innovating, and we rose to this occasion to shape what the future could look like.
BO: I want to pivot into some projects that PRZM has put into place that you feel has been particularly successful, whether they be recent or maybe a little further back down the line.
LM: One of the most interesting and relevant projects that we recently worked on was launching the first ever cultural institution on TikTok, American Ballet Theatre. In July, we had conversations with their team and shared how Gen Zers were streaming dance videos billions of times on the platform — and there was this huge opportunity for them to reach new audiences, especially as many theaters were closed. So this summer, we piloted and launched their feed, helping build and execute a strategy around tapping their incredible community of dancers to film videos, while editing and tailoring the content specifically for the TikTok environment. Since the launch, we have gained over two and a half million views and grew tens of thousands of new followers. It's just been really cool to see how a heritage brand and institution can actually build a whole new audience of devoted supporters by just taking a few steps and a bit of innovative risk.
BO: Staying in that area, what are some of your ideas on brand building?
LM: One of the largest shifts is that next gen companies shouldn't try to be these perfectly curated, hyper minimalist, highly filtered brands — that no longer resonates with our generation. We came of age at a time of massive uncertainty and instability, so people are craving a bit more authenticity, humor, and subversiveness. So we often recommend leaning into a sense of expression that both speak to the absurdity of our time but also to a generation that has no choice but to take things a bit less seriously.
BO: Yes, of course. Obviously one of the bigger things that happened this year was the Black Lives Matter movement. How do you think brands handled that in relation to a return to authenticity and connecting with Gen Z?
LM: As one of the most important social and civic movements of our lifetime, it was important for brands to actively quiet their own voices and messaging, and follow the guidance and example of Black activists and activists of color, many of whom are on the ground each day mobilizing and risking their lives. Brands learned that posting a square in solidarity was not enough — but rather, consumers demanded companies hold themselves accountable and commit to measurable change, from building more inclusive workplace cultures to developing campaigns that did more than cast diversity. Ultimately, brands need to hire, promote, and generously compensate POC experts, advisors, and their employees who are doing this work every day.
the expectation of new companies being these perfectly curated, hyper minimalist, highly filtered brands no longer resonates with our generation.
THE LOOK
Glasses, Gucci
BO: Can you describe for me some of your philanthropic efforts that you have done in the past and the motivation behind those?
LM: As the world entered lockdown this March and cases spiked in New York, we wanted to find a way to help connect people — especially those who were in full isolation away from friends and family — while also raising funds to support healthcare workers on the frontlines of the pandemic. It was through this mission that we launched Zoomptopia, which was billed as the first-ever virtual gala. We ended up hosting over 200 people with live performances by artists Anna of the North and Cheat Codes, as well as other guest DJs and programming. While the novelty of a Zoom gathering has now worn off 9 months later, at the time, the event offered a real sense of experience and a chance to feel connected with others during a pretty daunting period. The event ended up raising $30,000 for COVID relief efforts and we also hoped to help pioneer a new model for many nonprofits to stay afloat and raise critical funds during this challenging time.
BO: How would you describe Larry Milstein both as a person and professionally?
LM: I think I would describe myself ultimately as mission-led. And while this may sound like a generally positive self-assessment, in practice, it can often prove a bit tricky. After 25 years, I've come to accept that if I don't believe in the core mission of what I'm doing, I’ll often feel a bit misguided or directionless — and the final outcome of the project or effort suffers as a result. In short, I'm not great at phoning it in. What allows me to stay motivated both personally and professionally, especially in a time like this, is re-committing to what excited me in the first place about an opportunity — whether it’s working with people I care deeply about or focusing on the positive impact it may have on others.
