In this video from the opening keynote at the Women in Retail Leadership Summit last month, Emma Mcilroy, CEO and co-founder of apparel brand Wildfang, talks about what she has learned about Generation Z. The generation, born between 1995 and 2012, are “ultra fluid” in their identities and expect brands to be transparent — even if that means admitting when you do something wrong.

Women in Retail Leadership Circle members can check out Emma’s full-length keynote from this year’s Summit here.