Generation Z is a conditionally distinguished group of people who were born in the mid to late 1990s. They are already taking their first steps into adulthood, inventing new ways to solve vital tasks, following their predecessors - Millennials, or generation Y, were born between 1981 and 2000. First of all, both of them are united by their involvement in digital technologies.
Technologies at the edge of Millennium
The Millennial generation took an active part in creating new directions and disciplines, surprisingly combining the progressive best practices of the future with an extensive layer of knowledge in various fields from history to art. However, generation Z, in the opinion of sociologists, has little interest in past developments. They are much more attracted to exclusively digital reality with its inherent rules and entertainment.
So, more than 90% of representatives of generation Z have smartphones, leave digital footprints, data on the requested information, visits and interests; approximately 50% live online 10 hours a day; more than 70% spend more than two hours a day on Youtube, and over 80% feel uncomfortable losing access to their gadgets.
These young people have technologies at their disposal of a higher magnitude than their predecessors, which has significantly affected their way of thinking. While the Millennials explore the world in search of idealistic concepts, trying not only to differentiate between reality and the virtual environment but to control it as well, Generation Z pragmatically focuses on making and saving money, searching for completely new authentic concepts and has no problems with the close interlocking of reality and life in an online mode.
Since about 2017, representatives of Generation Z, who are fully educated in the digital world and cannot imagine life without it, are making their way into labour markets. How can their values, preferences, and ways of thinking benefit the employer?
First of all, one should remember that, despite a great commitment to social networks, representatives of generation Z are distinguished by a high degree of sociability. Sociologists claim that more than 72% of these young people prefer to resolve issues in personal conversations. They are also distinguished by increased motivation and a willingness to work harder than their predecessors - drudgery (77%).
The main requirements of Generation Z are their own workspace, which is important for 69% of Generation Z, and the variety of tasks performed (75%). Interestingly, 30% of respondents said they would be willing to receive lower wages by working for honest companies with values they admire. Another survey showed that this group rated positive relationships at work as one of its top priorities.
The favourite area of Generation Z is marketing. Representatives of this generation make up 25.9% of consumers, and it is expected that by 2020 their number will increase to 40% in all consumer markets. They know very well how to increase demand for products of young consumers like themselves. Digital marketing stands out here separately, due to the wide use of various communication channels for promoting products.The CareerCast information platform provides a list of the best jobs for representatives of this generation:
- Computer and information systems manager, information security analytics (by 2020, demand will increase by 37%)
- Environmental engineer (demand for specialists in the development of pollution prevention measures, enterprise inspection, and project appraisal, environmental hazard assessment)
- Interpreter or translator (expected growth of 29%)
- Healthcare worker (up to 16%)
- Statistician (the highest forecast from CareerCast is 34%)
All this should be taken into account both when entering employment and when searching for it. Due to the constant growth in the number of jobs, the new Z-graduates will not experience the stress that previous generations experienced in job searching. Many economists predict that unemployment will continue to decline or at least remain stable.