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According to the website that writes essays, Gen Z is willing to invest in products that make their lives easier, but they’ll need to see the value. That’s why it pays to invest in authentic brand trust.
Having witnessed their elders experience burnout, time poverty, and economic insecurity at work, Gen Z is writing a new script. This book explains how.
1. The Power of Habit: Why We Do What We Do in Life and Business
A New York Times best-selling book by Charles Duhigg examines the science behind habit formation and reformation. He argues that habits are more powerful than personality traits or circumstances and that our behaviors are often determined by the small choices we make in the everyday.
Gen Zers want to work for fun, innovative, ethical, and international companies. They also value workplace benefits that promote a healthy lifestyle, including paid time off, mental health days, and group activities.
They are concerned about the global impact of climate change and other environmental issues, have witnessed their parents struggle through the recession and COVID-19 pandemic, and are wary of rising income inequality. They are driven by their desire to help others, which can be seen in the way they readily volunteer for charity and participate in social justice movements. They also expect their managers to listen to them and provide a clear vision of the company’s future.
2. The Purpose-Driven Life: Finding Your Passion and Making It Happen
Generation Z is the most diverse and best-educated generation in history. They are self-drivers with a passion for social impact, deeply care about others, are highly collaborative and social, and value flexibility, relevance, authenticity, and non-hierarchical leadership. They are dismayed by inherited issues like climate change but pragmatic about the work that must be done.
They expect frequent communication from their managers – several times a day if possible. That doesn’t mean lengthy one-on-ones, but a quick chat via Slack, a text message, or even a simple emoji might do the trick. They want to see their ideas in action and be involved in the process, not just told about it.
As such, they seek companies that are fun (25%), innovative (23%) and ethical (14%). They also value paid time off, mental health days, and a workplace culture that supports well-being. They also want flexible schedules and opportunities to be creative in their roles.
3. The Leadership Challenge: How to Get From Where You Are to Where You Want to Be
Gen Z has grown up in a world of misinformation and leaders they view as dishonest, so it’s no wonder they’re skeptical. This inherent skepticism may explain why 53% of them would rather embark on entrepreneurship than evolve into company employees.
In a leadership role, Gen Z craves authenticity. They want their leaders to connect with them on a personal level and communicate how their decisions will impact the business. They don’t mind videos that don’t have slick production values as long as they feel authentic and transparent.
Gen Zers also appreciate workplace benefits that focus on the whole person, including mental health days and activities that promote community. They are pushing workplaces to have broader discussions and think differently about the way they work, and companies need to be prepared for this shift. Invest in your Gen Z workforce by inviting them to strategy meetings, listening to their ideas, and taking them as seriously as you would someone on a senior level.
4. The Future of Work: The Next Generation of Leaders
Generation Z is entering the workforce, and they’re writing a new script for work. This will shake up the status quo and force companies to adapt their management strategies.
They don’t want cookie-cutter career paths and expect to have more flexibility in their job options, including the ability to move up or down the ranks at a faster pace if they feel ready to do so. They also prefer to be evaluated on their performance, not how much time they spend at the office.
They’re willing to push for workplace policies like a four-day week and a shift to more remote or hybrid work. In addition, they’re more likely to choose a company that prioritizes its social impact over profit. They’re also more vocal when it comes to calling out policy or behavior they disagree with, says Beth Kennedy, who manages three Gen Z workers at her marketing agency. “They’re assertive but thoughtful and compassionate,” she says.
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