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As Twitter expands beyond text, Shaina Zafar, chief marketing officer at JUV Consulting, a Gen Z marketing consultancy, said the platform needs to be careful not to alienate young users.

Ziad Ahmed, 22, founder and chief executive of the Gen Z marketing company JUV Consulting, which has lent its expertise to brands like JanSport, recalled speaking at a conference where a Gen Z woman, an entry-level employee, told him she didn’t feel that her employer’s marketing fully reflected her progressive values.

But rather than thumbing through Instagram to figure out how to talk to 10- to 21-year-olds — or, Generation Z, as the demographic after millennials is sometimes called — he reached out to JÜV Consulting.

JÜV Consulting is staffed entirely by young people who range in age from 14 to 22.

“Gen Z moves fast, and so do the trends,” said Jacob Chang, 19, JÜV’s director of marketing, and a rising sophomore at the University of Chicago.