Understanding Gen Z: Who Are They, What Makes Them Different & What Do They Value?

Gen Z, those born between 1997 and 2012, are today’s 13- to 28-year-olds are entering the workforce with a unique set of values and expectations.

These values and expectations have been shaped by some of the most transformative forces in history: social media, climate change, rapid technological advancements, the 2008 financial crisis, and the COVID-19 pandemic. These influences have profoundly impacted their approach to work and life, making them a generation unlike any before.

If you want to engage and support Gen Z in the workplace, you need to understand what matters to them most.

Why? Because understanding others builds empathy and can removes limiting assumptions.

This then improves communication, productivity and retention therefore, reducing costs and increasing revenue of your organisation.

In this article, I've covered the 3 main questions people ask me about Gen Z: what makes Gen Z different, what are their values and workplace preferences and how to tap into those values.

For now, let's look at who Gen Z are and what makes them different!

Who Are Gen Z, and What Makes Them Different?

As you can see from the infographic below, each generation is shaped by the different historical events and cultural forces of the time. Politics, technology, pop culture, and economic climates—all of which influence each generation's values, attitudes, and expectations.

But who are Gen Z, and what makes them different? Below I explain their context...

Key Forces Shaping Gen Z

1. Social Media

Social media has had one of the biggest impacts on Gen Z’s mental health. Jonathan Haidt, author of The Anxious Generation, highlights how the introduction of smartphones (2010-2015) coincided with spikes in teen anxiety, depression, and self-harm. By 2015, nearly every teen had a smartphone, and platforms like Instagram normalised constant comparisons to the “best versions” or “false version” of others.

This endless comparison has left many Gen Zers I coach feeling “not good enough,” or “behind” fuelling anxiety, fear of failure, and a lack of confidence. At work, this anxiety can look like procrastination or hesitation. But beneath the surface, it’s often driven by self-doubt and worry about falling short.

Instant access to information has made Gen Z hyper-aware of global issues like climate change, financial instability, political polarisation, and international conflicts. With constant news updates in their pockets, they’re more informed—but also more overwhelmed—than any previous generation.

As a result, a 2019 survey by the American Psychological Association found that Gen Z reports the poorest mental health of any generation.

2. The Pandemic

The pandemic was a defining moment for Gen Z, solidifying their expectations around work-life balance and flexibility. After years of disrupted routines, they’ve come to see flexibility no longer a luxury but rather a necessity.

While Gen Z desires flexibility and balance in their work life, they are just as ambitious and driven as previous generations. However, unlike millennials who sacrifice personal lives for career advancement, Gen Z sets clear boundaries from the outset and is not willing to sacrifice their work/life balance.

3. Climate Crisis

I’m very passionate about this! With the climate crisis getting worse, my generation feels a deep sense of responsibility. It is no longer a problem for other generations! This is our problem! Therefore, many suffer from climate anxiety—a fear of environmental collapse. This has then led many to seek out meaningful work.?

Therefore, Gen Z actively avoids companies that harm the planet or ignore social issues, preferring to work for organisations that align with their values.

For Gen Z, it’s not just about making money; it’s about making a difference.

As one Gen Z-er I coached put it: “We can see how we’re damaging the environment, and we want to make things better. At the very least, we don’t want to make things worse.”

4. The Internet & Technology

The internet was commercialised in 1995, and by 1997, email was everywhere. Therefore, Gen Z has never known a world without instant access to information. With smartphones, 10-minute food deliveries, and 2-hour Amazon packages, they’ve grown up with everything at their fingertips.

This constant access has shaped a culture of instant gratification. When things don’t happen quickly, it can lead to impatience. In a work context, this sometimes translates into frustration when success isn’t immediate. Gen Z might feel entitled to quick results rather than seeing success as something that’s earned over time.

5. The 2008 Recession

Having grown up during the 2008 financial crisis, Gen Z witnessed their parents’ struggles with job insecurity and financial stress. These experiences taught them to value mental health and stability over pure financial gain.

This doesn’t mean Gen Z doesn’t care about money—but they won’t pursue it at the cost of their well-being. They’re more likely to choose jobs that allow them to maintain balance and protect their mental health.

New Gifts & Opportunities

Despite these challenges, Gen Z’s access to technology and social networks has also unlocked enormous potential. They’re entrepreneurial, innovative, competitive, disruptive, and highly creative. They adapt quickly to new technologies and embrace change in ways that older generations often find daunting. Gen Z is also incredibly values-driven, wanting? to contribute to a better world.

Whether starting their own businesses, finding inventive ways to solve problems, or challenging outdated norms, Gen Z is bringing fresh energy into the workplace. Their preferences, shaped by the world they’ve grown up in, come with incredible gifts that shouldn’t be overlooked.

Gen Z's Values & Workplace Preferences

Now that we understand the forces that have shaped Gen Z, we can start to understand values and preferences in the workplace.

1. Flexibility & Work/Life Balance

For Gen Z, flexibility isn’t a nice-to-have—it’s non-negotiable.

A 67% majority (Imagine Insights) wants hybrid working, seeing work as something that can be done anytime, anywhere. Unlike previous generations who accepted rigid 9-to-5 schedules, Gen Z values independence and expects workplaces to accommodate their desire for balance.

The pandemic was a turning point for this shift, solidifying the importance of setting clear boundaries. This generation refuses to compromise their personal lives for professional success, and 48% prioritise work/life balance over traditional career progression (Imagine Insights).

But this doesn’t mean they lack ambition. Gen Z are competitive and have big goals —they’re just not willing to burn out to achieve them.?

Employers who respect this balance will be far better equipped to attract and retain Gen Z talent.

2. Authenticity & Transparency

Gen Z values honesty, openness and transparency. They want to be part of the decision-making process or, at the very least, understand why decisions are made. Feeling included and respected builds their trust and commitment. Transparent communication is not only appreciated, but expected.

Why? We’ve grown up surrounded by fake news, deep fakes, selfie filters, and lying politicians, so we’ve learned to be sceptical of what we see and hear. This makes authenticity and honestly critical in building trust.

Gen Z have also grown up with Gen X parents who bring them into the conversation. For example, parents ask them where they want to go on holiday. This is in contrast to Boomer parents, who were more likely to make all the household decisions for their Millennial children. They’re also used to having access to endless information at their fingertips. When transparency is lacking—whether about decisions, company goals, or workplace dynamics—it creates frustration and disengagement.

Gen Z doesn’t need to be handed decision-making power, but they want their input to be heard and valued. Simply taking the time to explain why a decision was made increases their trust and commitment tenfold. It’s not about giving too much influence—it’s about making them feel seen and respected.

3. Purpose & Fulfilment

Work needs to mean something to Gen Z. Money is important, but for Gen Z, money becomes irrelevant without purpose. They’re drawn to companies that have a clear mission and align with their values. If your company can’t articulate its purpose or demonstrate its contributions to a better future, don’t expect Gen Z to stick around for long.

4. Social Impact

Deeply affected by issues like climate change, inequality, and global crises, Gen Z wants to work for organisations that reflect their values. They are drawn to companies that take action on social and environmental causes rather than those that focus solely on profit.

By tapping into this passion, employers can create highly engaged, mission-driven teams.

5. Mental Health

Gen Z has witnessed firsthand the impact of unhealthy workplace cultures on their parents and older Millennials. This has made them fiercely protective of their mental health.

They value environments where boundaries are respected and well-being is prioritised. From the outset, Gen Z expects employers to agree on clear terms that support their mental health. They won’t tolerate toxic environments or cultures that don’t value their well-being.

Employers that support mental health will see greater loyalty and engagement from this generation. Offering wellness programs, mental health days, and open conversations about mental health can go a long way in meeting their expectations.

6. Digital Natives

Growing up with technology has given Gen Z a digital-first mindset. They approach work differently, using tech to innovate and problem-solve. This gives them an edge, but it also means traditional ways of working might not always resonate.

They expect workplaces to leverage technology for innovation and efficiency. If your company resists digital transformation, you might find it hard to attract or retain them.

7. Entrepreneurship

Gen Z is entrepreneurial at heart. Having seen the rise of tech unicorns and personal brands, they’re grown up believing anything is possible and love to try new things.?

With many having started side hustles or entrepreneurial ventures in their teens, Gen Z are more competitive than millennials. This early exposure to enterprise has instilled a competitive spirit to "win" in a crowded marketplace.

Therefore, they appreciate flexible work arrangements that allow them to explore their passions outside of work.

Inside of work, they thrive in roles that give them opportunities to grow, experiment, try new things and innovate, whether through new projects, job rotations, secondments, or opportunities to work across different areas of the business.

Employers who support this entrepreneurial spirit can expect increased productivity, innovation, engagement, and loyalty!

8. Diversity & Inclusion

Inclusion isn’t optional for Gen Z. They expect workplaces to celebrate diversity and create environments where everyone feels they belong. More importantly, they want to work somewhere they can bring their authentic selves. Companies that fail to prioritise diversity and inclusion risk alienating this values-driven generation.

Gen Z also looks for leadership teams that reflect the diversity they want to see in the world.

9. Learning & Development

Gen Z are hungry for growth and want to continuously develop skills. Not just hard-skills but soft-skills. Not just for their current role, but for their long-term career and personal growth.

They value coaching programmes, mentorship, and access to learning platforms. They look for organisations where growth is embedded in company culture, not just a once-a-year training session.

Companies that invest in their learning and development will see higher engagement, retention, and innovation.

10. Career Growth & Progression

Gen Z is ambitious but expects clear, structured career growth. Unlike previous generations who may have patiently climbed the corporate ladder, Gen Z values skill-based progression over tenure.

They want frequent feedback, clear expectations, and visible career pathways. A lack of growth opportunities is a key driver of disengagement.

Employers who provide mentorship, continuous learning, and clear promotion structures will keep Gen Z engaged and committed to long-term success.

How to Tap Into Gen Z Values to Engage Gen Z at Work

To truly connect with Gen Z, workplaces need to adapt. Here are some practical strategies:

1. Offer Flexibility: Support hybrid working, flexible hours, clear boundaries and work-life balance - as these are non-negotiable for Gen Z.
2. Prioritise Mental Health: Create a culture that genuinely supports well-being and work-life balance. Normalise mental health days and provide access to resources like therapy & coaching.
3. Be Transparent & Involve Them – Invite Gen Z into discussions, ask for input on key decisions, and explain the reasoning behind leadership choices.
4. Commit to Diversity in Leadership – Ensure leadership teams reflect the diversity Gen Z expects in modern workplaces.
5. Provide Purpose & Meaning – Show how their work contributes to a bigger mission beyond just profit.
6. Support Social & Environmental Impact – Take real action on sustainability, ethical practices, and social responsibility.
7. Leverage Tech & Innovation – Use modern, digital-first tools that streamline work and enhance collaboration
8. Invest in Learning & Development – Provide coaching, mentorship, and personalised growth opportunities that help them thrive. Offer coaching programs that help them grow as individuals as well as professionals, to keep them challenged and engaged.
9. Support Side Hustles & Foster an Entrepreneurial Mindset: Recognise the value of their entrepreneurial spirit. Be open to flexible work arrangements that allow them to pursue interests beyond their 9-to-5 role. Offer job rotations, secondments, and internal innovation programs to keep them engaged.
10. Create Clear Career Progression Paths – Provide structured career frameworks, frequent feedback, and opportunities for skill-based promotions so Gen Z can see a clear path forward. Let them take on impactful projects early in their careers to develop leadership skills.

Takeaway: Empathy in the Workplace

Congratulations on taking the first step in engaging Gen Z—understanding the world they’ve grown up in. This awareness removes biases and assumptions, making it easier to see that Gen Z’s values and behaviours are shaped by the challenges they’ve faced.

Gen Z think differently, so they need a different approach. Adapting your leadership style will help you build stronger teams, retain talent, and future-proof your business by developing the next generation of leaders.

As I’ve said, Gen Z are ambitious, creative, and driven by purpose. Once you unlock their potential, they’ll become your organisation's biggest asset.

?? What’s one thing you’ll do differently today to better understand and engage Gen Z?

?? Want a deeper dive into how to implement these strategies? Stay tuned for my next article on "Leading with Purpose: Tapping into the Values That Drive Gen Z"

The Gen Z Performance Accelerator Program ??

As a 28-year-old certified leadership trainer, ACC, ICF coach and Gen Z expert, I've developed a 10-week coaching program designed to unlock the potential of Gen Z.

If you’re struggling to boost productivity, engagement & retention of your young team members, let’s chat.?

Send me a message, and I’ll share how the 10-week ?????? ?? ?????????????????????? ?????????????????????? ?????????????? can work for your business.