In the last of our generation series, we make Gen Z the centre of our focus.
Gen Z are individuals born after 1997. They have distinct generational hallmarks. They are children of the internet age, and their digital lives are a sharp contrast to previous generations. They have not lived in a world that is not digital. Sometimes referred to as zoomers they have distinct characteristics:
· Clear and concise communications. They prefer concise and readily digestible information. In the workplace, long and ponderous emails may not be the best way to liaise with this generation. They have been born into an era of fast and responsive digital communications.
· Comfortable dealing with mental health issues. This has many implications in the workplace. They are more likely to talk about their mental health and seek support when needed. Employers need to be aware of how they manage this aspect.
· Social conscience. As the only generation to grow up with smart phones, they have had access to the “bigger picture” from a young age. They have watched the world shift and change through the device in their hand. This translates to a focus on equality and empathy.
· Focused on work life balance. Given the focus on equality, empathy, and Gen z’s ability to face up to mental health issues, income and brand reputation are the least important factors in deciding their career. Gen Z values building a sense of community, purpose, and authenticity in the workplace.
· Digitally native. Gen Z is more than just tech/digital savvy – they are native. When it comes to devices and tech, Gen Z is creative, innovative, self-reliant, and resourceful. Their digital lifestyle may have affected their attention spans, but they are better at multi-tasking.
What can we learn from Gen Z?
Previous generations tend to look at the newest generation in derision and comment on how easy they have it or how lazy they are. This is not new. With Gen Z spending approximately 10 hours a day online, it’s easy to see how older generations can find this to be a problem. However, we need to recognize that Gen Z is wildly capable, being largely self-taught in the digital realm. Being well-versed in technology gives them confidence to bring forward new ideas in an innovative and resourceful manner.
Gen Z cares less about status and brands, playing a huge part in the cultural shift of the workplace. This challenges employers to find a voice to connect to target audiences in an authentic way with engaging content. This makes the experience more meaningful for everyone.
