In the same way that generational knowledge helps marketers to sell to specific demographics, understanding generations helps companies lead, engage, and recruit a specific age cohort. 
Here are four factors shaping Generation Z (the post-Millennial generation):
1. Drone Parents
You can learn a lot about a generation by looking at the generation of parents that raised them. Generation Z is parented by Generation X. Generation X grew up as “latchkey kids,” where they exercised independence, a survival mentality, and skepticism toward leaders and institutions that they witnessed rise and fall during their youth. Many of these childhood themes have influenced their parenting.
In order to not duplicate the latchkey kid challenges of their childhood, Generation X is more involved with their Generation Z kids. Generation Xers aren’t helicopter parents but rather are drone parents, tracking and monitoring from a distance. They are less likely to rescue their children like helicopter parents; instead, Generation X has taught their Generation Z kids to take their career into their own hands, that there are clear winners and losers (everyone does not get a trophy), and to be realistic about how much hard work is necessary to be successful.
2. Receding Economy
According to Ypulse, 62% of Generation Z doesn’t remember a time before the Great Recession. For most of Generation Z, the only memories they have during their formative years consist of companies collapsing, industries shrinking, and people losing jobs.
Because the median net worth of Generation Z’s parents fell by nearly 45% during the Great Recession, Generation Z needed little convincing that it was a tough world and that they would have to work hard. Today 77% of Generation Z expect to work harder than previous generations.
3. Hyperconnected World
According to Pew Research, only 14% of U.S. adults had access to the Internet in 1995. By 2014, that number was 87%. Generation Z grew up during the most accelerated and game-changing periods of technological advancements in human history. More than technology, it’s the connection to networks of people and information that has changed everything for Generation Z.
YouTube, Kickstarter, and LinkedIn® inspired and equipped Generation Z to learn anything, try something, and be someone. Generation Zers are contributors, doers, and hackers of work and life. Mobile technology and ubiquitous connectivity have empowered them to have a voice, to streamline and systemize tasks, and to simplify complex problems because to them there has always been … “an app for that.”
4. Millennials Example
Because Millennials have been the most highly scrutinized generation of all time, Generation Zers are hyperaware of the strengths they should emulate (seek meaningful work, be entrepreneurial, or commit to continuous learning) and the pitfalls they should avoid (social media superficiality, lack of interpersonal and communication skills, entitlement, or lack of work ethic).
One of the most glaring shortcomings of Millennials is their debt. Millennials’ crushing student loan debt has Generation Z seriously considering education alternatives. In fact, 69% of Generation Z is concerned about paying back student loans. Mission U, a 1-year college alternative where there is no up-front costs and students pay back 15% of their income for the first 3 years once they graduate and earn at least $50,000, could be exactly what Generation Z needs when it comes to education.
Learn valuable insights into what makes the latest generation entering the workforce (Gen Z) tick, and how to best manage them for the good of your company and their professional development. Join Ryan Jenkins on Wednesday, October 11, 2017, for the live webinar, “Gen Z Entering the Workforce: How to Attract Talent, Maximize Potential, and Overcome Cross-Generational Challenges.” Click here to learn more, or to register today.
 Ryan Jenkins is an internationally recognized Millennial and Generation Z keynote speaker, Inc.com columnist, and author of The Millennial Manual: The Complete How-To Guide to Manage, Develop, and Engage Millennials at Work. Ryan is also a partner at 21Mill.com, a microlearning platform dedicated to helping Millennials perform better at work. Contact Ryan directly at rj@ryan-jenkins.com. |