The New, New Generation in the Office
Generation Z could comprise one-third of the workforce by 2030. Employers would do well now to figure out who they are and what they want.
Remember when millennials were all we talked about and we weren’t sure how they would ever fit into the workplace?
Well, move over millennials, there are new kids in town: Generation Z is here and it’s a force to be reckoned with.
Since The Council Foundation is focused on attracting interns and young professionals into the insurance industry, I believe it’s important to understand this new generation. I know they have been with us for a few years, but to be honest, they kind of snuck up on me!
These are the young people born from 1997 to 2012. There are approximately 72 million “Zoomers,” according to the U.S. Census Bureau. By 2030 they will comprise 30% of the workforce, according to culture strategist Zech Dahms, in a video entitled “Gen Z in the Workplace.” This is important because this generation is pushing for change in corporate norms, preferring efficiency to rigid hierarchies as well as flatter organizational structures that promote direct communication and decision-making by all levels of personnel.
Members of Generation Z are often described as individualistic, independent, technically astute, and competitive. In the book Gen Z @ Work, David and Jonah Stillman (a Generation X dad and his Gen Z son) describe Zoomers as idealistic and realistic. That’s a confusing combination—but what do I know, I’m an out of touch boomer. So, I asked ChatGPT to give me an example. (Thanks to The Council’s Director of Leadership and Management Resources Katie Consoli for teaching me how to use ChatGPT.) Here is what I got back when I asked for help understanding this apparent dichotomy: “Instead of just advocating for an immediate end to fossil fuels, they might push for policies that incentivize green energy while ensuring economic stability. They could support sustainable business innovations, work in clean tech, or promote policy changes that are both ambitious and achievable. This balance of big-picture idealism with practical steps makes them both hopeful and effective in driving change.”
Generation Z seeks organizations that offer purpose, connection, and community. This cohort wants to do meaningful work and to work for a company that is a good corporate citizen that aligns with their values.
Zoomers grew up on the internet and are the first true digital natives. The distinction between the virtual and physical worlds blurs. Where previous generations would have gone to a brick-and-mortar store to try on a new pair of eyeglasses, this generation is comfortable using AI to “try on” the glasses online and then buy them through the digital portal. The world is now phygital—which, according to Forbes and other sources, is a real word.
What should we know as they assimilate into the workplace? Generation Z seeks organizations that offer purpose, connection, and community. This cohort wants to do meaningful work and to work for a company that is a good corporate citizen that aligns with their values.
In a Deloitte analysis, Understanding Generation Z in the Workplace, retail practice specialists Tiffany Mawhinney and Kimberly Betts write that “Diversity is the watchword for Gen Z: Diversity matters to them through many dimensions, not just isolated to race and gender but also related to identity and orientation. Companies that can better represent the spectrum of differences in their external branding/marketing are much more likely to diversify their talent pipelines.”
In the Gen Z Trends Report, Generation Z trend-watcher Tiffany Zhong says, “Gen Zs are proving to be a force for social reform.” While no generation is a uniform monolith, this generation has little tolerance for racism, sexism, genderism, and harassment. They use technology for activism. Many Gen Z activists use platforms like TikTok, X, and Discord to organize protests, raise awareness about social issues, and spread educational content.
The Stillmans believe “Gen Z is excited about how they can make the world a better place and how they can partner with their employers in doing so.” From climate change to social justice, Gen Z wants action, not just words. Employers can engage in corporate social responsibility initiatives and collaborate with Gen Z employees to drive meaningful change. By working together, Zoomers and their employers can create innovative, inclusive, and purpose-driven workplaces that leave a lasting impact on the world.
Here are some things managers working with Gen Z should keep in mind:
- Since they want purposeful and meaningful work, be sure these employees see how what they are doing fits into the bigger picture and how it makes a difference for the firm or for society.
- Technology is key for these digital natives. Use collaboration platforms like Slack, Asana, or Trello. This may take you outside of your comfort zone, but that’s an opportunity for reverse mentoring.
- Consider replacing annual reviews with ongoing, real-time feedback. Generation Z values transparency and honesty so be sure your feedback is direct and constructive.
- Keep your communication clear and open. Being authentic and transparent will help enormously in building trust and creating a bond with a Gen Z employee.
- They want managers who encourage intellectual curiosity, not edicts from on high. They work best for those with a coaching style, not an “I’m the boss” attitude. Offering help, not just telling them what to do, will go a long way in building trust and collaboration.
It can feel a little daunting to welcome this new generation into our workplace. But as a Zoomer would tell you, “We got this, no stress.”
As I mentioned in my last column, effective communication is critical for success. Like every generation, Generation Z has its own lexicon.
For instance, “based” is a response used to indicate agreement. While base is a very agile word, used as an adjective, verb, or preposition, I never thought of it to affirm agreement. Likewise, if a Gen Z called me a drip, I would be quite hurt because to me a drip is someone who is no fun. To them drip is trendy, high-class fashion. While older managers might not use Gen Z lingo, understanding it will improve communication. Fortunately, there is an online Gen Z dictionary. If you would like to share a word whose meaning surprised you, please send it my way. I’ll add it to next month’s column.
It can feel a little daunting to welcome this new generation into our workplace. But as a Zoomer would tell you, “We got this, no stress.”
