Gen-Z in Mzanzi

GEN Z – The generation that really wants it all.

Generation Z: Who are they and what do they want? Is there even a real distinction in this age group, or are they just younger Millennials?

The idea for this blog came from watching this Youtube clip:

I highly recommend you watch it to get the gist of Gen Z @ Work: How the Next Generation Is Transforming the Workplace, written by father-son duo David and Jonah Stillman, which is the key book on the topic. In the video they cover the following trends as key for Gen Z workers:

·       Hyper Customisation 

·       Realistic

·       FOMO

·       WEconomy

·       DIY

·       Driven

I wanted to test how these US trends compare to the “#2000’s” of South Africa, so I invited Maggy, Sihle and Kagiso (Gen Z team members in our infrastructure and operations space) to some pizza.

They agreed that their generation really does want it all. It appears that the concept of FOMO (fear of missing out) holds true.

Basically, there is a lot of baffling grey to navigate. Gen Z wants management to adapt a blended or additive approach to management styles, benefits, and work environments rather than an “either/or” mentality. Give them direction, but then leave them alone. They want a desk of their own, but also want hot-desk options and break-away huddle spaces too.

Here are some key points from our banter and discussion as we tested trends and notions on their age group for the South African workplace:

Do you believe there is a remarkable difference in how Gen Z works (those born from 1994 to mid-2000’s)? Or is it just hype?

It is a blend of both. The local slang is #2000’s for Gen Z. Our age group has undergone a shift in thinking. We believe we have a bigger appetite to think out of the box and try new things than other generations. We also have higher expectations, fueled by social media selfies of people living their best life.

So, higher expectations is a key theme and being more competitive due to economic downturn are highlighted for Gen Z or #2000’s… do you find this to be true?

It seems true. People we know in our age range wants to get to that title or that job quicker. We also lose interest quickly and don’t have so much patience coming into a corporate with many levels and layers you have to climb.

It does require the manager to explain that those titles and jobs come from years of work and that it is about a career, not just a title. We expect that we should be able to get promoted quickly. 

In America, Gen Z is also known for being unapologetic about working a "side-hustle" and demanding flexibility to work more than just a 9-5. What do you think?

Gen Z wants to do both. We want the security of a day-job, but also have enough Rands to make it to the end of the month. We are not shy to tell our manager that we have a side-hustle or a gig going and will ask to work in hours or deliverables to be able to free up some time for the other streams of income we have going.

So what is most important to your generation at work? Studies show “growth” as a key driver for Gen Z. Is this the same in South Africa?

We would agree. We are open and flexible at work, but we are always seeking what is next. We would rather take a temp job in cool technology and hot skills, than a stable permanent job with routine work.

It is very important that we are shown how our growth is phased or staggered over a long period. We need to know from the start how we can map a career path and branch off between roles and technology into more senior roles five to ten years down the line.

Oh. That is interesting. Are you saying you will take a risk of not having secure work for more stimulating and cutting edge skills?

Definitely. This might be the biggest difference between us and more mature workers. Back then, at our age, more people already had families. We are generally generally flexible now and we are more focused on ourselves. We have the necessary room to fail and start again, where previous generations had to get and keep a job. So we will take a risk on a cool job. If it does not work out, we can try our hands at something else.

Previous generations also followed company norms and standards more easily. So they would put up with a job, get on with it and put their feelings aside.

However, our generation wants to be approached and asked “How do you feel?”; we don’t like to just do something. We don’t like to just be a number.

Is it also true that Gen Z wants to know their impact? They don’t just want to do a job, but want to know why that job is important to the whole and how it fits in the bigger picture.

Yes. We want to know that what we do has value. Companies should make it about the people, and be ready for them to really participate and contribute. It is necessary to show Gen Z how they are progressing. Are we doing it right? Are we making an impact in the business?

Okay, so let’s unpack some other trends on Gen Z that America has identified and see if you think they are true for South Africa as well. Let’s go through them one by one:

Okay, so let’s unpack some other trends on Gen Z that America has identified and see if you think they are true for South Africa as well. Let’s go through them one by one:

·       Gen Z likes less collaboration. They kick off a project in a team and are okay to check in with each other, but then want to go do the work by themselves.

That is right. Direct us and leave us. Tell us what you need, but don’t tell us how to do it.

Ah, okay. So that is the DIY trend in Gen Z.

Guess so. We want to figure out the “how”. We will ask for help and check if we are on the right track, but allow us to approach it our own way.        

Gen Z likes less collaboration. They will be OK to kick off a project in a team and are okay to check in with each other, but then want to go do the work by themselves.

That is right. Direct us and leave us. Tell us what you need, but don’t tell us how to do it.

·       Gen Z generally doesn’t like open office spaces and like a closed off space for themselves.

Well… we’d rather say we like a bit of both. We like our fixed space, but would like to have spaces where we can disappear to and get work done.

Okay, so you guys really do want it all; you want a fixed desk but also the freedom to hot-desk, as well as pods to break away to?

Yes. Just because we’re not crazy about something does not mean we do not want it. Give us more options, not one or the other.

·       Gen Z is more competitive. In America they had the subprime mortgage crisis leading to recession after which parents told their kids they’d have to fight harder for a job. Is that the same for South Africa?

Double check! Yes. Maybe for SA it is equal opportunity and social media which has taught us to compare our lives to others. Our generation is lifestyle-driven. We are risk takers and will try many ways of making money.

·       Gen Z actually wants face-to-face communication from management. They may be the digital generation, but they still want personal interaction from managers.

It is true, but is also depends. When we start a job, we want a lot of face time. However, we want to chat face-to-face from the comfort of our desks or spaces. We don’t need to be in front of each other physically. WhatsApp calls, Face Time and other chat portals make this possible.

We are also an emotional group. We want you to really listen to us instead of just monitoring us. Don’t micro-manage us, but also don’t neglect us.

Online team collaboration tools, like Slack, Trello or Jira allow you to monitor our work. But don’t expect us to work at the same pace every day. We like to work smarter, not harder, and require higher levels of flexibility.

We don’t like prescriptive work; there are days when we know it is crunch time and then we are fine to put in long hours at full steam. There are weeks when we want to chunk our work over five days, and weeks when we want to work into the night to get five-days-worth of work done in fewer days.

·       Gen Z thinks different about money, salaries and benefits. It was expected that Millenials and Gen Z would be frivolous with money because of the #Instafamous culture. However, it has been shown that they actually are frugal and skeptical investors and question how their money is being invested.

We are the “Woke Generation” and feel free to question company benefits and how they compare to the market and other companies. We are risk-takers and want to try other ways of making money. Pension funds are not the only way to provide for our future and we want options.

Since we are lifestyle driven, we need our benefits explained in a way that helps us understand how these investments help us achieve a certain way of living.

This also means we do need financial education on good debt vs. bad debt, how to structure our pay checks, etc.

·       Gen Z is concerned about the “social clout” of their company; how the brand is perceived in public and so called “bragging rights” on social media that they work at a prestige company.

Yes, that is true. We compare everything.

This also means that Gen Z wants to work for companies that make a positive contribution to society at large. The WEconomy, so to speak.

Honestly, as long as the check clears we do not care that much. Having a job and a career path is a privilege in South Africa and this is what is most important, especially at this stage of our careers. Maybe in the future we will be a bit choosier on the brand and impact of the company on society. However, for now it is just having growth.

·       Gen Z likes hyper-personalisation. Basically, you guys want to be approached as if we already know you personally.

Yes. We don’t want to be grouped or labeled. Even though we am Gen Z, we have our own personalities and not everything is generational. We want the flexibility to work how we want, when we want. If we want to start our work day at 21:00 and go into to 02:00 in the morning, that should be okay. We will deliver, but allow us to have our time.

My time is my time. Those boundaries are very clear. My lunch hour is my time to have lunch. Don’t ask questions if I take my Tupperware and get going at 14:00. We find older generations have a tendency for eating lunch at their desks at 12:00 sharp. We fit it in when we want and don’t feel obliged to be chained to the desk.

Okay, so what about your view on leadership? Does Gen Z drink the cool-aid easily?

No, not at all. We are very skeptical. We need a tangible vision and mission. We want to feel what you are saying and see it happen. We also have access to information and can check if what you say holds true.

Lastly, what gets you motivated at work? What are things that really speak to Gen Z?

It is the personal touches. The Youth Day braai we had for under-30’s was really cool. It is the small tokens, desk-drops or team lunches that make us feel included. Something as simple as “cupcake Monday” means a lot.

So, in short, there you have it. Gen Z are pretty consistent, whether they are in the New Jersey or Joburg. This is probably thanks to the global social media culture and the inter-connectedness of modern society.

Overall, Gen Z wants to have high expectations on a humanised, truly flexible workplace where individuals are seen, heard and accommodated. I, for one, find the shift interesting and an exciting challenge to dig into as it also allows for each one of us “more mature” generations more room to question, fail and grow. 

Besides, isn't getting what you want a good thing?