Understanding Generation Z

Generation Z, born between 1997-2012, is the first truly digital-native generation. Unlike preceding generations, Gen Z has grown up with the internet, social media, and smartphones as everyday aspects of their lives.

Gen Z values education but approaches it differently. They prefer pragmatic, real-world learning and are known for entrepreneurial tendencies. High tuition costs have led many to consider non-traditional educational paths.

Despite being early in their careers, Gen Z is financially savvy, with a focus on saving and investing. They witnessed the economic struggles of Millennials and are more cautious with money, often seeking financial independence early.

This generation is progressive, values diversity, and is more likely to be engaged in social activism. They are committed to making an impact and driving change on issues like climate change, mental health, and social justice.

Gen Z seeks flexibility, purpose, and growth in work. They're transforming the workplace with their digital skills, desire for work-life balance, and emphasis on mental well-being and company ethics.

Gen Z's consumer behavior is unique. They prefer brands that are authentic and socially responsible. They heavily rely on reviews and social media influences and are less brand loyal compared to previous generations.

While tech-savvy, Gen Z prefers face-to-face communication in the workplace. They value authenticity and transparency, and despite the stereotype, they don't favor constant digital communication over personal interaction.