Posted on: Monday December 17, 2018
Generation Z - the product of the digital age
As of 2015, 14.5 million people living in the UK are categorised as being within ‘Generation Z’. They are classified as people born between 1996 and 2012, and are usually associated with uncontrollable spending, inability to focus, and living and breathing social media.
However, despite these stigmas, there are a multitude of things that Generation Z can bring to a workforce. Apart from being massively influential, it is estimated that Gen Z will comprise 32 percent of the global population of 7.7 billion in 2019. This means that not only will workplaces have an easier time targeting the majority; they will have an inside look into what Generation Z look for as consumers. Gen Z is quickly becoming the largest generation in population worldwide, this means that it is integral that businesses understand how to target them. It has been found that fashionable design matters to 67% of Gen Z shoppers; which is a great deal more than any other generation.
Gen Z Online
Gen Z’s purported fixation with social media could actually be highly beneficial to a business. Being born into an era where we are surrounded by expectation; Gen Z are able to master the art of aesthetic illusion and know exactly how to engage their own audience.
Although it is unclear if this fixation actually exists, as - according to VisionCritical - only 30% of Generation Z believe that science and technology can solve the world’s biggest problems; compared to 36% of Millennials. With this in mind, are Gen Z any more social media focused than the preceding generation? According to the Telegraph, this may not be the case. It is said that 48 per cent of online baby boomers aged 65 to 74 now have a social media profile, as do 41 per cent of over-75s, up from 19% a year ago.
However, 71% of Generation Z known to have a Netflix subscription—more than any other generation; we can assume they have access to new relevant topics to further engage with other generations. This ultimately results in a common interests and better relationships in the workplace, which eventually equates to better productivity.
It is estimated that a member of Generation Z’s average attention span is around eight seconds; four seconds less than a standard goldfish. This initially seems negative, but someone with a short attention span may be the best person to run a marketing strategy. One of the most crucial elements of advertising is understanding what engages people, but more importantly; how quickly you can grab their attention and how long you can hold it for. This seems to be an effective way of engaging with an increasingly disinterested target market. With Gen Zers; it is most likely that they will respond best to push notifications and exercises that involve teamwork and would most benefit from employee benefit schemes that offer discounts at high street stores.
It is also believed that Gen Z are easy to manage in the workplace. According to Jeff Corbin from Forbes, managers from the older generations, such as Baby Boomers, feel more threatened by Generation Z workers in comparison to millennial mangers. However, with roughly 83% of today’s mangers being within the millennial category; it is more than likely that Gen Z workers will work harmoniously with their senior employers. He then went on to explain that ‘it is […] not surprising that millennial managers are less threatened than their senior counterparts since they are more closely aligned in work ethic, philosophy and values given their closeness in age.’
38% of Gen Z’s believe in a healthy work life balance, which is a relatively modern way of working. This has been shown to be mutually beneficial to both the employee and employer;. A study by CEB found that people with a healthy work life balance work 21% harder, and are 33% more likely to plan to stay at that organization. Not only this, but according to our research, 87% of professionals say a wellness policy is very important. It looks like Gen Z know what they’re talking about.
It is also found that these individuals develop their workplace skills during their leisure time, which once again ultimately benefits the workplace. Independence and initiative to challenge growth outside of work not only saves time training these workers, it also saves money. The three most popular skills that are being developed in leisure time are: video and app building, graphic design, and entrepreneurship and self improvement. This is most likely because 72% of Gen-Zers would like to start their own business, and 41% said that they only want a job where they have the opportunity for growth. Research from Sage also show that the majority of the time Gen Zers are looking for financial stability from their employers. 31% said that this was their priority after education, while only 29% said they would want to go into their dream job. The other 16% was divided between a desire to marry and travel, which opposes the idea that young people’s only aspiration is the avoid the world of work, in whatever form that may take.
A Caring Workforce
Aside from all the stigma attached to Generation Z, it appears that they have an optimism not found in any other generation. For example, Gen Xers were quoted by Newsweek as “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.” This is a huge contrast between the 1 in 4 Gen Zers that volunteer in their spare time. It is also found that 60% of Gen Zers want to make an impact on the world in one way or another, once again proving their competency of the world they live in.
There are so many reasons why Generation Z should be included as a beneficial element of your workforce, and these are only a few. Like any other generation, the key to a harmonious working environment is all about communication and understanding.
If you would like to learn more about how Personal Group can keep your staff working Hapi, visit our website to book a demo today!