Embracing Gen Z is no longer optional

Ask any business leader what matters most to the future success of their business, and they’ll eagerly give you an answer. They might cite AI, skills shortages, or the climate crisis — recent prediction reports from PwC, Deloitte, and Forbes, all highlight these themes. While they are all important factors to consider, most overlook a key influence: Generation Z.

Born between 1997 and 2012, Gen Z is the latest cohort entering the workforce, and embracing them isn’t optional — it’s essential to the future success of your business. What’s more, I believe ignoring them is downright dangerous.

But this isn’t just a headline statement. The research shows that this age group has immeasurable benefits to your workforce. Keen to learn more? Let’s dive into the stats.

Who are Generation Z?

Gen Z will make up 27% of the workforce by 2025. They’re principled, outspoken, and unafraid to voice their opinions. At their core, they’re curious, avid learners, and innovative thinkers with a strong moral compass.

Despite their potential, leaders often fail to recognise them as crucial to business success, and instead brand them as lazy, entitled, or even ‘snowflakes’. This misjudgement is a recipe for failure. We cannot ignore this generation of future leaders, innovators, and thinkers who will soon shape our workplace with their ideas, opinions, and principles.

“This group forces employers to do one of two things: either adjust to the wave of young talent which is set to dominate a 30% share of the global workforce by 2030, or remain stuck in tradition and refuse to change. The downsides are evident. If employers want to remain relevant and maintain their employer branding to attract fresh, innovative talent, they must move with the times and embrace change, adapt to Gen Z’s expectations, and respect their concerns.” — Forbes.

Generation Z are challenging the status quo

While businesses might gripe at the demands of this generation (some of the top search results associated with Gen Z include ‘hard’ and ‘difficult’), the reality is quite different. They might choose unconventional paths, but these decisions open up new avenues for growth and ideas.

In fact, a recent Dell Technologies study  found that 80% of Gen-Zers aspire to work with cutting-edge innovations like AI, and many factor an employer’s level of innovation into their decision to take a job. This hunger for new ideas, in tandem with Gen Z’s ability to advocate for innovative ways of working, could lead to optimised processes and more creative business solutions.

Aside from technology, Gen Z are forcing workplaces to challenge the status quo, pushing them to improve and question existing beliefs and practices. Think of Gen Z activist Greta Thunberg, whose often divisive stance on climate change has made many rethink how we use our planet’s resources. We can see this same mentality illustrated by this stat: an incredible 65% of Gen Zers want to create something world-changing — and many are already putting it into action.

Imagine capturing this forward-thinking spirit, and embracing it as a core part of your business.

Generation Z are pushing for a better workplace

• They value authenticity and transparency.
• They care deeply about sustainability.
• They demand a greater work-life balance.
• They advocate for their learning and development.

Gen Z aren’t just riding the wave of the future of work — they’re creating the current. They push for workplaces that value flexibility, sustainability, transparency, and purpose.

Although they are often branded as entitled for these demands, their principles hold real value for organisations, leading to  better business outcomes. For example, flexible working policies advocated by Generation Z  have shown to reduce turnover, absenteeism, and increase productivity. In fact, the benefits have been so profound that they have now been ratified in the UK’s ‘right to request flexible working’ policy.

These positive impacts have also been seen at Microsoft, where they incorporated feedback from Generation Z employees to develop more inclusive workplaces practices. This resulted in the technology corporation being able to attract top talent from diverse backgrounds, and improving both their employee satisfaction and productivity rates.

With their finger on the pulse, Gen Z is constantly forcing leaders to question the norm, and stay in touch with modern trends. The result? A workforce that is adaptive, innovative, and diverse in its methods.

Generation Z: the principled generation

Whether it’s their shameless ability to speak up about causes that matter to them, their advocacy for mental health awareness, or climate activism, this generation is known for their idealism. In fact, 83% of Gen Z candidates view a company’s commitment to diversity and inclusion as crucial when choosing a job.

Gen Z aren’t the generation to sit back and accept. They will challenge organisations on their choices, and policies. Over half say they research a brand’s environmental impact and policies before accepting a job from them.

Gen Z are also pushing organisations to consider the growing market for sustainable consumerism. And as more consumers look for a brand’s green credentials, embracing Gen Z’s principled stance will help companies adapt to future customer expectations.

Gen Z are your future competitors

Freelance project/ side hustle/ gig or whatever they prefer to refer to their supplementary work as, Gen Z are natural entrepreneurs. Innovative, and quick to learn new skills (often simply by watching an online tutorial), 40% of Gen Z workers are combining at least two roles. Their independent nature makes them less reliant on businesses than previous generations, and they are willing to leave a job even without another lined up — a massive 75% would do so if their expectations aren’t met.

In an era where traditional obligations are fading, #HustleCulture could offer significant benefits to organisations. Those who manage to capture these talents will reap huge rewards, yet businesses who are left behind — beware! You may find that your Gen Z employees will soon become your competitors…

Gen Z are your future (and current) target market

Social listening is vital to the success of businesses, and Generation Z provides valuable insights into current market trends. They reflect the issues and challenges affecting society. And with one ear to the ground, these insights offer companies a valuable opportunity to understand their future clientele and target market.

For instance, Spotify benefited from listening to their Gen Z employees when considering updates to the app. Savvy to digital trends, their youngest employee cohort suggested personalised playlists and social sharing options, now popular core features of the app.

Your Gen Z workers are your gateway to the ongoing conversation around current trends and societal issues. They offer you a seat at the table of discussions that affect your business, and clients.

Gen Z are avid learners

In the face of a talent shortage, businesses are increasingly looking towards internal mobility and upskilling to fill the skills gap. Generation Z are a cohort that are eager to learn and develop like no other. In fact, 70% prioritise career development over salary, and 74% are ambitious to learn new skills. Investing in Gen Z workers results in a constantly adapting pool of employees eager to refine their skills in line with the changing work environment.

Gen Z are your future leaders

Aside from the host of benefits already mentioned, the glaringly obvious fact remains: this cohort of workers is the future of your business. They are your future leaders, managers, and thinkers. Recognising their value and learning to work with them is an invaluable asset, and will set you apart from those who choose to ignore this formidable generation.

The dangers of not embracing Generation Z

“I will stay, as long as this is working out for both of us.”

Embracing Generation Z is not optional for organisations who want to align with this driven, outspoken, independent wave of workers. They’ve ditched the old-school organisational hierarchy, and loyalty is now a two-way street. Ignoring this reality means that organisations risk losing valuable talent, along with their innovative ideas, unique perspectives, and invaluable skill sets.