A Gen Z Take on Mission-Driven Storytelling

At Lilypad Strategies, we love working with the next generation of communicators. Listening to what younger professionals are learning, noticing, and questioning helps us stay curious and connected to where the field is headed. This summer, we’re excited to have Ana Duss join us as our intern. Ana is a rising senior in public relations at Syracuse University’s Newhouse School, and she brings a thoughtful perspective on Gen Z storytelling, the evolving media landscape, and the importance of working with values front and center.

We sat down with Ana to hear more about what drew her to mission-driven work, the kinds of stories that inspire her, and what she’s looking forward to exploring during her time with us.

Q: What drew you to mission-driven communications, and how do you see it playing a role in the kind of impact you want to make in your career?

I’ve always been drawn to the intersection of storytelling and social progress. I see mission-driven communications as a powerful way to challenge dominant narratives, uplift voices and help people connect to issues that might otherwise seem unfamiliar or intimidating. Although I hold and practice these values firmly in my personal life, I think it’s important for this to be reflected in my career and the work I do. In my career, I hope to use communications as a tool to promote understanding, build community and drive progress, regardless of the path I choose to pursue. 

Q: Are there particular areas of PR or comms that you're especially curious about or excited to explore more deeply?

I’m excited to explore thought leadership both in terms of strategy and execution. In today’s political climate, it feels more important than ever for leaders to utilize

their platforms to speak out with clarity and conviction. I’m interested in how mission-driven organizations can position their work in the broader narrative landscape and use opinion writing, interviews and public speaking to advance their values. I’m really looking forward to learning more about this through my time working with Erin to see how thought leadership strategies are built in real time.

Q: In your view, what makes for a great story? Can you share an example of one that really stuck with you and why?

A great story is one that connects on a personal level while also speaking to something broader about culture, community or identity. I really enjoy any restaurant scene coverage from the New York Times. These stories always feel so personal and thoughtful to me. One story that really stuck with me was a profile on three New York City restaurants where grandmas do the cooking. The core idea was simple yet powerful: if you’re away from your grandma, or if your grandma doesn’t cook, in New York, “you can borrow someone else’s grandma.” I thought that framing was so creative and warm. It celebrated New York’s rich restaurant culture authentically, while also acknowledging how food can bridge generational gaps and cultural divides, and ultimately foster human connection. That’s what makes a story great to me: when it lingers in your mind not just because of its message, but how it makes you feel.

"That’s what makes a story great to me: when it lingers in your mind not just because of its message, but how it makes you feel."

Q: Was there a moment during a past class, internship, or project that shifted how you think about communications or storytelling? What did you take from it?

I took a history/international relations class last semester called Challenging Alliance: Franco-American Relations, and it really opened my eyes to the impact that framing can have in creating certain narratives and manipulating public opinion. I learned so much about the often tumultuous relationship between France and America since the beginning of the 20th century, and the activists, journalists and intellectuals that helped write the history we know today. This class gave me a greater appreciation of the role storytelling plays in shaping public understanding and the importance of using a critical lens when analyzing history and historical context.

Q: Are there any new communications trends, tools or platforms you’re seeing that mission-driven orgs should be paying closer attention to? 

I think we’re seeing a shift toward more transparent and intimate messaging, especially on social platforms where authenticity really matters. Tools like Substack are giving mission-driven voices new ways to build strong, direct relationships with their audiences. I’m also paying attention to the rise of storytelling through short-form video—specifically in education and advocacy spaces. I see TikTok being used as a great platform for this. Utilizing social media and understanding what young people respond to can help make complex issues more accessible, thus promoting engagement. Ultimately, the tools are evolving, but the need for clarity, authenticity and consistency in values-driven messaging remains topical.

Ana’s perspective is an important reminder that communication is always evolving, and that fresh voices are vital to keeping mission-driven work sharp and effective. We are so excited to welcome her to the team and we’ll definitely be borrowing some of her Gen-Z insights while she’s here!