Laura Bas is an award-winning generational expert and youth researcher specialising in Generation Z. She advises organisations on generational issues and is an expert on attracting and retaining young talent. At age 25, she spoke as the youngest delegation member at the United Nations about the importance of youth participation. She has since conducted the largest qualitative study on young people in the Dutch workplace. Across thirty organisations, she investigated what the new generation wants to innovate and change. The results will be published in October in her first book, De Genzclopedie.

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In addition to her research and consulting work, Laura writes columns for MT/Sprout and Intermediair. Her column at MT/Sprout was the most-read of the year in 2024. Through her social media channels, she reaches hundreds of thousands of people every week. With more than a hundred lectures a year, she is considered one of the most sought-after speakers on Generation Z and the future of work.