Understanding Generation Z
We have written extensively about Generation Z, Generation Y and Millennials in previous blogs.
Having done considerable research for these blogs, and for different campaigns we’ve run for clients, past and present, understanding Generation Z is often still met with a mixture of trepidation and a sense of caution by older generations of the working world.
Each generation does, of course, have its own idiosyncrasies, set of habits and belief systems, however what makes understanding Generation Z important right now is that they are anticipated to make up 30% of the workforce over the next 2 years.
Born between 1997 and 2012 the oldest of this generation are now 24 years of age.
Generation Z are not that different to Millennials, however unlike Millennials who came of age during the Great Recessions between 2007 and 2009, Gen-Z’s were entering the working world with a slightly more positive outlook.
This was before COVID-19, which has greatly changed the economic landscape from relative optimism to and uncertain future and is destined to shape the belief systems of this generation profoundly.
Digital Natives
Gen Z’s have little to no memory of the world before Smartphones.
This makes them the techy savviest of the lot and adept at using digital tools and technology.
As the Fourth Industrial Revolution unfolds, critical thinking, technology skills, comfort with analytics and data, business management skills and design/creative skills are four key capabilities that will be sought in employable workforces.
Gen-Z will be the first generation entering the workplace equipped with these tools.
Motivated by meaningful work
Gen Z’s are obsessed with authenticity and will actively publicise ugly corporate cultures. Their sense of global purpose seems higher than previous generations, although Millennial certainly were the forerunners in being both conscious consumers and ethical employees.
They are also motivated by doing meaningful work with a recent study suggesting that 75% surveyed said that work should have a great meaning that simply getting paid a salary.
The Most Entrepreneurial Generation
The same survey revealed that 72% want to start their own business, are adept with learning online and believe they can solve social problems through entrepreneurship.
Notably, they also have high expectations of brands and big business to pursue purpose-led practices and make a meaningful impact on society and the environment.
They see social entrepreneurship as a way to contribute to addressing social issues.
Environmentally Conscious
Gen-Z’s and Millennials are both more likely than older generations to believe that the earth is getting warmer and that human activity is the main cause.
54% of Gen Z and 56% of Millennials say this, compared with smaller shares of Gen Xers, Boomers and Silents (48%, 45% and 38%, respectively).
The Tech Generation Gap
It has been suggested in several surveys that up to 90% of Generation Z are concerned with the tech generation gap.
They don’t feel comfortable using email and voice calls to communicate, yet they do desire daily interactions with their superiors for reassurance of their work.
How to get the attention of a Gen-Z
Tell authentic and compelling stories.
You have 8 seconds to get their attention! This tech savvy bunch are used to a plethora of information al the time and will simply keep scrolling of you don’t grab their attention immediately.
Use images, keep it short and most often, video rules!
YouTube, TikTok and Instagram are platforms all of them use and it’s how they discover, learn, socialise and connect.
But remember to make it very clear in your video content that your company has a goal that transcends profit if you are after advocacy.
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