Voices of Gen Z: Thoughts on the Future

For the past decade, marketers and communications professionals have been fascinated by the “millennial” persona. Foreign and elusive, millennials have become a beacon for modern communication strategies and the ideal audience to engage via social media. They have been a holy grail, of sorts. If marketers could engage that audience with their idealistic enthusiasm, then their brand’s longevity would be secured for another 20 years.

As it happens with all good things, millennials are maturing, and although their purchasing power and influence is still yet to be realized, there is another generation rising in influence that is poised for even more dynamic change than their predecessors.

Generation Z, currently 13 to 20-year-olds, make up many of the younger siblings and cousins to millennials. They are currently in high school or early in their college career and have been digital natives since they were born. They have little to no memory of 9/11 and the global events that changed our world in the early-2000s.

Earlier in my career, I often would cringe when I would hear presentations and lectures about “how to market to millennials” or “how to engage the millennial employee.” I found those topics frustrating because rarely was a millennial included in the very conversation about them. I knew then, and continue to believe, this was a mistake and has led to the gross stereotyping of the millennial generation.

Stereotypes exist because we don’t know enough to recognize details. It is a coping mechanism, not a marketing strategy.

I’m committed to breaking that cycle and providing a space for the voices of Generation Z to be heard as we learn, humbly and with a growth mindset, how to include this generation coming of age in our conversations.

Acting on that commitment, I’ve spent time over the past few months interviewing four Gen Z leaders. Their thoughts are inspiring and encouraging for our future, but interestingly, don’t sound too unfamiliar to previous generations. I’m excited to see what comes as a result of this generation’s influence as they gain experience, perspective, and influence.

The following are glimpses into our conversations:

What are you most excited about in the future?

Matt: Being independent and able to do my own things in life. Getting my own apartment or house after finding an area that I can call home. I’m excited for millennials to start taking political office. I think it’ll be better for society. I don’t think we’re going to have another Republican president after Trump because I think the younger generations will have a more impactful voice in politics. I’m also excited about the conversion from non-renewable energy sources to renewable ones like solar and nuclear. They are much more cost efficient and environmentally safe.

Halli: The thing I am most excited about for the future is starting my own family. 

Justin: Autonomous vehicles, desalinization, and cleaner sources of energy.

Collin: I'm most excited about the shifts in societal values. Since society has already shown a tremendous change in values toward the LGBT and non-white communities, I'm interested in seeing the values that the future holds. 

How has technology shaped your view of the world?

Matt: Growing up with technology has had me connected with the rest of the world. There really hasn’t been a time where I couldn’t just go see what’s going on someplace else. For example, I can have a conversation with a friend who I can talk to anytime I want, and he lives in Austria.

Halli: Technology has given me a better and more open-minded perspective on the world. It has helped me to understand that it is okay to be different. 

Justin: Technology has allowed us to be a lot more informed and a lot more uninformed. There is so much to be distracted by that the real and valuable information is hard to come across. Technology has given me a wider view on the human condition around the world and has helped my own education in math in science. It has also had me grow rather cynical of the world seeing all the things people are distracted by instead of actually focusing on what is important.

Collin: Technology has indubitably connected me to so many interesting people, cultures, and sets of values that I don't think I would have had the opportunity to experience otherwise. Also, I've learned much about random things that will get me on Jeopardy one day (I hope).

What as a childhood event that has shaped your adult life?

Matt: We don’t really remember 9/11. I know it holds a completely different meaning to other generations than it does to mine. Also, the recession didn’t really affect us either. We saw our parents struggle, but it didn’t really apply to us. I feel like our generation is much more socially progressive and liberal. For example, we advocate for gay rights and legalization of marijuana. I feel people should have the right to abort as well. I don’t know other people’s views on that, though. A lot less religion too. A childhood event that shaped me personally was moving to Texas. It gave me a chance to start over, which led to me meeting some of the best friends I have now. That shaped my personal growth and knowledge about myself, and I learned about my social ability.

Halli: Moving from California to Texas as a teenager has shaped my life.

Justin: I distinctly remember my mother cooking a delicious meal, and me promising myself that I will always be in a position where I could cook myself the same meal. I’ve saved money, learned how to cook, and when I’m living on my own, I’ll be sure to fulfill my promise.

Collin: Assuming you mean an event like 9/11 and not a death in the family and whatnot, I would say that no event has actually impacted me in the grand scheme of things.

What do you want to be when you “grow up?”

Matt: I want to go into research for biotechnology or forensics. I’d like to get a master’s in biology and use that. I am majoring in biology and minoring in geology and astrobiology. Astrobiology is looking for signs of life on other planets similar to Earth. This is very important as we look to expand humanity, not just on Earth, but making civilizations on Mars, or as we look for other planets that would potentially be suitable for life.

Halli: When I "grow up" I want to be an environmental consultant in order to help protect the earth.

Justin: I am currently training to be an engineer, but I hope that this is simply a means to the end of helping out the world in some significant way. I hope people look back and remember me as someone who took great strides towards making the world a better place for people to live in. I am currently interested in desalination, and I hope training in materials science will help me learn enough to tackle this overwhelming problem that was the potential to save billions of lives and help water scarcity around the globe. I hope people will be inspired by what I do, and that they too will take up the good fight to improve the world.

Collin: I want to be a theoretical astrophysicist or an observational astronomer working for NASA or the ESA or some other observatory that will take me far from Arizona. 

What motivates you?

Matt: My own personal satisfaction. I like to see myself succeed and grow. I like to see improvement in any aspect I’m trying to improve, and I want to be able to reach goals for myself. In school, most of my friends are hard academic workers. Being surrounded by them helps me as well. Having a good learning environment is very important. I think having a good environment is very important across the board. Having a good working environment and having people who are happy around you is extremely important. I’m still friends from previous jobs. Having friends at work, I believe, significantly improves productivity.

Halli: I am motivated by keeping an open perspective and thinking about the future. 

Justin: I am heavily motivated by self-improvement. This is seen in all of my pursuits, from fencing to magic tricks. I desire to see myself become better and better at everything I do, and signs of progress are what keep me going toward the next goal.

Collin: My passion for physics, astronomy, and learning in general drives me to chase my academic dreams. Proving a lot of people throughout my life wrong also helps to “pour fuel to the flame.” The faults of society and the world in general motivate me as to hope to make change as well.

Tell me about your ideal manager or how you prefer to be managed at work?

Matt: I would say one who challenges me to improve both in work and outside of work and is able to help incorporate lessons from work into personal use. One who, while they take the job seriously and know they need to get the work done, is willing to try new ways to do it and have fun with it.

Halli: I like to be given specific directions and guidance when working.

Justin: I prefer to have a list of deliverables by a certain deadline, and nothing more. I don’t want checkpoints along the way or any other barrier that inhibits me from operating on my own schedule.

Collin: At work, I like to be challenged more than anything. I enjoy being under pressure and pushed to the breaking point. However, I demand respect and for my opinions to be heard.

How do you think you will manage other people younger than yourself?

Matt: I haven’t thought about this before. Right now, I don’t really think of myself as a leader type. Listening to all of their opinions and considering them all and in certain projects, and trying to get to know them personally while giving them projects based on who I think could do it best. Using their strengths at work while also helping them strengthen their weaknesses as well to make them better-rounded. Also, I will make sure all of my employees are enjoying what they are doing at the end of the day.

Halli: I would like to be able to trust those working for me even if they are younger, but I would realistically probably be a bit skeptical because they might not necessarily have a lot of experience. 

Justin: The same way I would want to be managed. If they fail to deliver, they lose more of their freedom in terms of when I expect things. If they prove trustworthy, then there is no need to be in their face about progress.

Collin: I've managed a lot of younger children at elementary schools, and I do so in a way that is as kind as possible and in a way that ensures that one is as comfortable as possible but also challenged so that person develops intellectually, professionally, etc.

As a fellow marketer and communications professional, my challenge and encouragement to you is to initiate your own cross-generational conversation. Actively seek out opportunities to talk with people different than yourself and include them in your conversations. This is particularly important as marketers and communications professionals, so we avoid stereotyping in our persona development, especially as the customer experience becomes more personalized.

To get you started, I will be hosting a conversation between generations, including Gen Z, this week during Dallas Startup Week on the topic of cross-generational dialog and entrepreneurship. If you’re in the area, I would be honored to have you join our conversation!