What I’ve come to know about Gen Z and why companies, brands, and society must pay attention

Recently, I gave a keynote and led a panel discussion on Gen Z at a conference in Atlanta attended by hundreds of non-profit leaders.

As a life-long researcher and strategic planner, I have studied this generation - the most diverse to date - since the first of this extraordinary group was born more than a quarter century ago.??Their influence and resolve are pervasive and outsized, and they are leading the way for generations before them and those coming after.

Whether you’re employing, working alongside or marketing to them: brands, companies, and all organizations in between must understand what moves them to think and act to capture their attention, influence and advocacy.

Below are a few key takeaways:?

Generational Context is King

To get in sync with Gen Z, you must understand and appreciate the events that shaped their identity and values: 9/11, two wars, the election of the country’s first black president, the birth of the smartphone, historic political and racial division, a challenge to American democracy, COVID-19, the landmark ruling overturning Roe v Wade and the on-going threat to the Earth’s environment. Pretty remarkable considering a group of Zs aren’t even old enough to vote.??

Individual Collectivists & Identity Nomads

Gen Z is a bit of a dichotomy which is why I describe them as “Individual Collectivists” and “Identity Nomads.” Individualistic in nature, exemplified by the fact that their favorite brand is themselves (they use brands to build their own brand), and their personas and how they identify evolve regularly, but collectivist in that Gen Z recognizes the need for community and the power of partnering with the public and private sector to achieve their goals. Companies and brands must act and demonstrate progress or pay the penalty of irrelevance.

When it comes to identity, it’s not that Gen Z doesn’t have a strong connection to their cultural or ethnic backgrounds, but rather feel their identity is nuanced and contextual, defined by the unique parts of who they are mentally, physically, and emotionally in the moment. And at any given time, the connection to specific parts of their identity ebb and flow, making it challenging to engage; pop culture may be dead.?

Values & Vision

To successfully tap into Gen Z is to understand the values that guide their attitudes and behaviors. This is where companies and brands can learn much about these unique humans.?

Values such as?creativity,?perseverance,?curiosity,?social tolerance?and internationalism?differentiate Zs from other generations.??Other values such as?status, authenticity?and?duty?rank higher among Zs than other generations at the same age.??

In fact, research validates that a majority of Gen Zs globally expect the companies they work for and the brands they engage with to mirror their own personal values.??

The problem in my mind is most companies don’t know the differentiated values of Gen Z or how to articulate them in attracting, retaining, and inspiring this group of changemakers, particularly in the workplace.??

Redefining the Workforce

Gen Zs are determined to work smarter not harder and believe the workplace should reflect their desires and values. They crave a professional environment filled with connection, support, and security, and insist on being taken seriously despite being young and inexperienced. Opportunity to demonstrate a more collaborative leadership ethos and have their voices heard is a must.?

Being in the company of their peers is deeply inspiring and allows them to feed off each other’s brilliance. In my experience, Gen Zs take on the professional world the same way they do everything in life – with purpose and fervent ambition.?

Employers should and must embrace their unique mindset because Gen Z will comprise?30% of the workforce?by the end of the decade.??I believe it’s the duty of older, more experienced generations to develop and nurture the Gen Z ‘mentality’ rather than dismiss it as youthful idealism.

Rules of the Road

It’s important to recognize and appreciate that Gen Z isn’t monolithic; a reality that will be front and center in the midterm and presidential election cycles. And while there’s no one-size fits all approach to appealing to this complex, multidimensional generation, below are a few rules of the road:?

Amplify their voice:?make them feel safe and heard, help build their personal ‘brand’

Create memorable, purposeful?experiences: ensure the experience lasts long after it’s over

Acknowledge them as an influencer:?let them be your advocate, show you listened, get them involved

Be genuine + transparent: changing your narrative can be difficult to overcome

Solve real problems:?deliver solutions?that create change?

Be a challenger brand: know what you’re fighting for vs what you’re fighting against

Outlook & Impact

While many desire a return to the way life used to be?a.k.a?what was?“normal”,?that reality represents the worst-case scenario for Gen Z. The normal they grew up in was marked by isolation, insecurity, and instability. Going back to that is not an option and the Gen Zs I know, including my own daughters, will not let that happen.?

In preparing for the panel discussion I was stunned by this stat:?56% of Gen Zers?reported feeling lonely at least once or twice a day, far more frequently than their older counterparts. I interpreted this as a call to action. Sure, this generation is incredibly intelligent, savvy and ready to take on the world. But they can’t do it alone and we shouldn’t expect them to.?

Instead, older generations must work in partnership with Gen Z, and be confident leading from behind while simultaneously following their lead.??

All our futures depend on it.