What this means for Gen Z as clients and customers
Whether you’re working directly with Gen Z’ers as customers or with clients focussing on the demographic, understanding their motivations can help you meet their needs.
Have a position
Gen Z'ers have an awareness of the world and how they fit into it. Whether it's sustainability, homelessness or diversity, activism is important to them and they look for brands that align with causes that matter to them. If a business is transparent and authentic on it's purpose and beliefs and acts on it Gen Z will respond favourably.
Invite them in
Gen Z'ers have been raised by parents who empowered them and they are an entreprenuerial generation - 62% would actually like to start their own companies rather than work for an established business. They want to go beyond personalisation and customisation and be part of the solution - to use their natural creativity and innovation to co-create.
Encourage their learning
It's natural for a generation raised in an 'always on' world will not only be hard-working but also have curiosity and the desire to learn. Gen Z want to pick up new skills, learn about new things and turn that into meaningful action. If you can assume the role of educator you can go on that journey with them.
Make the experience seamless
Purpose and values matter but so does convenience and efficiency. Gen Z'ers are less focused on cost than millennials and more focused on immediacy. Reaching them with a seamless digital experience and making the route to buy as simple as possible is key.
What this means for welcoming Gen Z’ers into your team
Looking at how the experiences of Gen Z might impact their approach to work will ensure you have a company culture where they can thrive.
It's an obvious one but a tech native generation is going to have high expectations when it comes to the kit they use and your digital processes. And when it comes to recruitment think beyond the traditional job sites, get your social profiles up to speed and connect with them in the online spaces they inhabit.
Be flexible and fair
An entrepreneurial mindset needs some autonomy - and with diligence and hard work the norm for Gen Z you can comfortably give it to them. Flexible work schedules and scope for working from home are a good place to start but you might want to consider your hierarchy too. Gen Z want to make a difference and want to be heard - not to be too far down a chain for their opinions to matter.
Help them develop
Curious, information hungry, and ready to learn, Gen Z is a generation ripe for development - and if those opportunities aren't there are likely to look elsewhere. Whether it's work shadowing, online courses or setting them up with a mentor, continued investment in their development is key.
Get clear on your purpose
This is important for your entire team but particularly for Gen Z. As the most socially active generation ever they want to find meaning in their work. And it needs to be authentic, a part of your overall brand culture and something they can actively get involved in.
As with all generations, Gen Z is a collection of individuals with unique experiences. But taking time to understand the external factors that have shaped them, the challenges they have faced, and their view on the world will prepare you for Gen Z customers and clients and Gen Z talent that you welcome to your team.
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