By CHRP Aasmah Said 

Amidst the rapid technological changes and values in our society, Generation Z (Gen Z) is making their mark on how business will look in this century. This cohort is those born between 1997–2012 and they bring a unique set of values, expectations and skills to the table that represents an unprecedented opportunity for businesses willing to change. The complexity of the 21^st century will require we leverage Gen Z’s creativity if businesses are to have any hope of becoming more adaptable and sustainable.

Who Are Gen Z?

Gen Z has never known a world without the internet. They are a very connected, digital-first and practical group, moulded by the broader global themes of climate crisis, economic insecurity, and social equality. They are unlike millennials — not just in their digital upbringing but also because of a no-nonsense problem-solving attitude as well as an ethos that respects authenticity and sustainability.

What Makes this Generation Different?

The point of difference between Gen Z and previous generations; is their focus on innovation, and sustainable living. Whereas previous generations would favour companies that demonstrated social responsibility and environmental stewardship, Gen Z consider the degree of a business’ commitment to ethical practices as more important than a mere good to have.

As a bonus, Gen Z is also entrepreneurial. They were your typical builders who had just started their businesses or side projects since they were teens with a big dream to change the world. It is this entrepreneurial spirit, along with a desire for work flexibility and control over destiny that makes them unique.

Where and When Would Gen Z Make an Impact?

Gen Z is starting to make an impact on a multitude of industries. They are also the new workforce, and their preferences are shaping industries. Across a wide range of sectors, from retail and technology to finance and healthcare, every sector is fast realising that they must adapt their offerings so as not to miss out on the largest demographic group.

Gen Z already has made their mark on the workforce, driving employers to provide remote work opportunities and flex-scheduling with a strong emphasis on mental health. If those things are not met, companies may discover their top talent working for a competitor that offers it all.

The Importance of Gen Z Audience for Your Business?

Taking advantage of and adapting to the specific characteristics that define Gen Z will result in thriving businesses. The fact that this generation naturally leans toward sustainability also makes it line up with increased corporate social responsibility. While this attracts Gen Z, staying relevant requires a commitment to flexibility and sustainability for long-term success. 

Gen Z is also digital-native, which is a big deal. Their expertise with social media, digital communication and emerging technologies cannot only spark innovation but solidify a business’ online footprint. It can also put those businesses ahead of the game and at a greater capacity to communicate with consumers in future generations.

How Can Companies Tap into the Potential of Gen Z?

• Embed Sustainable Practices: Integrating sustainable practices is paramount in helping businesses attract and retain talent and customers from amongst Gen Z. These would involve reducing carbon footprints, increasing responsible sourcing, and environmental stewardship. For example, Patagonia’s commitment to environmental activism really gets the blood of this generation pumping—it sets benchmarks for corporate responsibility.
• Embrace Technology and Innovation: This comfort of technology in Gen Z means they do expect innovative and tech-forward companies. Leverage the digital tools at one’s command to help smoothen the operations, enhance customer experience, and foster creativity. Giants such as Apple and Google used the digital savvy of Gen Z and made it functional for the betterment of product innovation and engagement.
• Emphasize Diversity and Inclusion: Gen Z believe in diversity and inclusiveness and would like to see this replicated in the workforce and in practice within companies. Businesses that go to bat for diverse voices and inclusive policies can begin building stronger relationships with Gen Z and leveraging diverse perspectives and ideas.
• Foster Entrepreneurial Spirit: An entrepreneurial mindset can be encouraged within the organization to unleash the innovative potential of Generation Z workers. This could manifest in opportunities for intrapreneurship, side projects, and mentorship programs.
• Emphasis on Mental Health and Well-being: Companies need to demonstrate to their prospective employees that they truly care about mental health if they want to engage and retain Gen Z talent. Organizations can do so by providing a supportive work environment and access to mental health facilities, focusing on work-life balance for employee happiness and productivity.

As Generation Z drives business forward, what matters most to them is how to engage them in their creativity which is critical to long-term success. Embracing sustainability, technology, diversity, entrepreneurship, and mental well-being keeps companies in line with Gen Z’s expectations, thus setting them up for a dynamic world of change. The potential of connecting with this era—therein lies an opportunity that looks far beyond mere relevance toward opening the doors to a more sustainable and inclusive future.

Aasmah Said is an associate member at IHRM and a Certified HR professional in the banking industry with 9 years of experience. She is a strong advocate of mental health and employee wellness and is enthusiastic about creating conducive work environments. She’s currently pursuing a degree in Counselling Psychology aiming to blend HR skills with a profound understanding of mental health issues to make workplaces healthier for everyone.