Generation Z, defined as those born 1996-2012, is a diverse and cosmopolitan group of young people that may be inexperienced, but appreciates unique opportunities to contribute. What else do we know about them, and what can we do to better connect with Gen Z?
They are city dwellers who stay put
Not only is Generation Z more ethnically and racially diverse than prior generations, but members reside in heterogeneous environments as well. According to a late 2018 study by Pew Social Trends, Gen Z-ers overwhelmingly reside in metropolitan as opposed to rural areas. Only 13 percent of post-Millennials are in rural areas, compared with 18 percent of Millennials, 23 percent of Gen X-ers, and 36 percent of early Boomers at the same ages.
They are less likely, however, to move. Only about 11 percent of Gen Z-ers had a different address from a year earlier, compared with 17 percent of Millennials and 20 percent of Gen X-ers and Boomers at the same ages. Companies that want to learn how to reach Gen Z as employees or customers should integrate into the nearest metropolitan community by offering free learning and social opportunities.
They lack concrete work experience
Per the Pew report, Gen Z-ers are entering adulthood with less experience in the labor market than prior generations. Only one-in-five 15- to 17-year-olds in 2018 (19 percent) worked at all during the prior calendar year, compared with 30 percent of Millennials and 48 percent of Boomers at the same ages. A little more than half of Gen Z-ers were employed during the prior calendar year.
I’m fond of saying that one can learn transferable workplace skills like sales, marketing, client relations, and finance in any job – even in retail or fast food. The trouble is, fewer Gen Z-ers are taking these positions as teens, and therefore enter the professional world less prepared to succeed. As a workforce futurist, I believe Gen Z-ers are less gainfully employed because they are spending more time in school and prefer to balance their time doing meaningful activities. Therefore, strategizing how to connect with Generation Z should include designing part-time or internship opportunities that expose them to the business and introduce essential skills.
For more where this came from, check out the full piece at AMEX Business.
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