If you are a Millennial, or simply following the news about that trendsetting generation born in the years from 1980 to 1995, you may not have paid much attention to Generation Z. Generation Z, the cohort born between 1996 and 2010, has been entering the workforce for several years now. They number roughly 60 million, a million more than Millennials.
Their numbers and influx into the business world will affect both management and consumer behavior from now on. What are Generation Z’s defining characteristics?
Demographic and Cultural Changes
Some of them are demographic. They are the most multicultural generation in U.S. history. Roughly 47% are ethnic minorities. In the decade between 2000 and 2010, the U.S. Census Bureau indicates that the Hispanic population increased at four times the rise of the U.S. population in total. Americans who identify as biracial (both black and white) climbed 134%. Americans who identify as of white and Asian descent grew by 87%.
Some of them are social. When Generation Z was born, same sex marriage was an extremely contentious issue. It is now recognized by the Supreme Court.
Managing Generation Z
So, what is the best business strategy for addressing Generation Z? Although a group of 60 million are not likely to follow a single template in the workforce, some trends have emerged.
First is their approach to technology. One frequently-used tag for Millennials is “digital native.” They were the first generation to have grown up in a digital world. This is even more true of Generation Z, of course: they are native to the advanced digital era and to its endless proliferation.
Surprisingly, though, one piece of technology news is that some trend watchers note a marked preference for face-to-face communication among members of Generation Z. More than 50% would rather have face-to-face meetings than use instant messaging or video conferencing. Face-to-face mentoring and coaching is going to be very meaningful to them as they move into the work world.
It isn’t that Generation Z doesn’t use technology. They do. But they use it differently than previous generations. They are two times more likely to use mobile devices over PCs or laptops than previous generations. In addition, mindful of the privacy concerns of earlier incarnations of Facebook, they are much more likely to use platforms such as Vine and Whisper, or Snapchat, whose messages evaporate shortly after being sent.
They are also far more interested in preparing for a career path that previous generations. A number of Generation Z members – roughly half – begin interning, volunteering, and career planning in high school or even earlier. This is taking place much earlier than previous generations.
They are also more entrepreneurial. In terms of workplace communication, Generation Z’s entrepreneurial bent comes out in wanting to know why they are doing the tasks they are doing. Managers who provide the purpose of a given set of job functions will manage Generation Z’s optimally.
That said, they are also very much a product of a technological movement that allows the completion of tasks away from a specific locale. More than half prefer to work at home. This is often preferable for some companies, so this generation of employees would be ideal for the way that most companies are planning on leading their operations. Working from home is often desirable for a lot of employees that find it easier to focus in their own space. Some people have even found it to be beneficial to install a modern outdoor shed in their backyard to work from out there. This helps people to focus, limiting their distractions even further as they are away from their homes. Working from home is preferable for a lot of the younger generations, so employers might want to consider that as an option for their future staff.
Many observers believe that the planning and entrepreneurial aspects of Generation Z would make them at home with their grandfathers or great-grandfathers, while the technological fluency makes them the heirs of the Millennials.