Dr. Kevin Roberts

Number one, we're authentic.

The one thing that Gen Z... There's got to be more than that, though.

I don't mean it to be vanilla, although it's fair for you to say that.

What I mean by that is, so bear with me for one minute, is that the biggest critique that Gen Z has of our generation, of the United States, more than anything else, is that the existing institutions are not authentic.

Congress, media...

Law enforcement, unfortunately.

And so for Heritage, we're not going to go out and say, we're going to change what we've been saying.

We're going to change how we do the core of what we're doing.

We're going to be us.

And I'm going to get to the second thing, which is something that we're learning, to your point.

But the greatest, or the segment of the population that loved our presidential transition project the most, Project 2025, were young Americans.

You know why?

Because it is a massive critique.

of what youngest Americans have of this country, which is all of the elites have all of this power, and here's a plan to take it back, and heritage, in spite of all the slings and arrows, you notice this is part of our ethos, we're willing to take those, is gonna stand tall and keep pounding, pounding, pounding, pounding.

So we have to continue to be us.

But the second thing is, and this is what we're getting better at, we're not great at it yet, is using modern technology to access

that segment of the population.

And we're doing a much better job of that than we did three or four years ago.

But a lot of it, I will say, is also the people you spend time with.

So heritage is sort of a point three.