Exit, Millennials. Too “cheugy”, semi-outdated… like. For employers in labour shortages, it is now the time to woo the next generation, the “Z”. Pragmatics, unattached and inclusive, these are the main characteristics of these “digital natives”.
1. Pragmatics
On the occasion of the Movin’On summit on sustainable mobility (taking place from June 1 to 4, 2021), the Kantar firm was mandated to conduct a study on transportation habits, but also the values of the generation of the 18-34 year-olds.
Generation Z is more pragmatic than idealistic, as mentioned in the report. Refusing to reject any means of transportation including the car, they are the first truly multi-modal generation. Committed, but not utopian, the young respondents seek first and foremost to meet their needs in terms of convenience and cost.”
In addition to the cost and convenience of a service, Generation Z members also place a high value on punctuality in the delivery of this service.
Source: Kantar report
The idea that Generation Z has high expectations in terms of punctuality is reflected in another survey, this time conducted by The Canadian Payroll Association (CPA). Last April’s straw poll revealed that the Z’s are as demanding, if not more so, than other generations in terms of punctuality and pay accuracy. In Canada, 78% of them say they cannot do without an “exact and regular” pay compared to 74% of Baby-Boomers.
2. Unattached
Millennials have long been accused of not being “loyal” to employers, by adopting the frequent job change to climb the pay scale. However, it is now the turn of Generation Z to receive this reproach. (On this account, one should suggest that occupational mobility is undoubtedly a question of age and not of generation.)
Among those who voluntarily changed jobs in 2020, there is a majority of Z at 33%, while Millennials follow at 25%, according to a survey conducted by IBM. The first reason given: a greater need for flexibility in working hours and workplaces (32%).
They are also fierce negotiators: in a survey by Monster, 60% say that they are prepared to reject a low wage offer, compared to 63% for Millennials and 52% for Boomers.
3. Inclusive
While the Z’s are not “loyal” to their employers, but they still have a sense of community, which is reflected in a strong penchant for inclusion. In the Movin’On study mentioned above, there are more Z’s than other generations who say that “inclusion contributes to society” and that “brands must be an example to lead and drive change.”
Overall, 83% consider the commitment to diversity and inclusion before choosing an employer.
Diversity, of course, needs to be taken in a broad sense, as mentioned in a Deloitte report on Generation Z.
Diversity is important to them across many dimensions, not just in isolation from race and gender, but also identity and [sexual] orientation. Companies that can best represent the full spectrum of differences in their internal and external brand positioning are much more likely to attract diversity talent in their recruitment.”
