If the next generation isn’t naturally drawn to the title of CPA, then let’s bring the title into Gen Z’s playground. That means embracing their codes and environments, of course, but also anchoring the campaign in real moments of personal realization that resonate with them—when it’s time to split the bill at a restaurant, count reps at the gym, organize a planning committee, or solve the final puzzle in an escape room. After all, realizing you have the perfect profile to become a CPA can happen anytime, anywhere.