Gen Z Without Myths: Research and Media Narrative

Characteristics of Gen Z 

Generation Z, that is, those born between 1995 and 2012 (the time frame may vary depending on the sources), is often portrayed in the media as „claims” and „lazy”. On the one hand, they are credited with revolutionary actions within the values they profess, but on the other hand it is suggested that they are difficult workers and inept individuals in private life. Where do these myths come from? Do they have a justification? Let's take a look at a few slogans associated with Generation Z and a brief description of a typical representative of this generation. Next, we will analyze the social context in which Z grow up, which will allow us to better understand their attitudes affecting the labor market.

Silhouette of a Gen Z representative 

For a person representing Generation Z, the digitized world is a natural reality. Zets have been in contact with technology since the early s. In a report by They.pl and SWPS University (2023), on a sample of 2554 people, 93% of the surveyed Zetas started using social media before the age of 13.

A Gen Z person, exposed to broad marketing action, is an important consumer. Her shopping choices are influenced by Instagram and influencers, but she prefers shopping in chain stores or second-hand stores. This defies the stereotype of a person with a phone glued to their hand. The Batory report (2020) shows that shopping is an important step for Zets in building responsibility and identity formation. Zets purchasing choices are dictated by finances, availability, but also environmental awareness. 35% of Zets consider responsible production important (They.pl Report), and only 7% consider it invalid. The Deloitte report (2023) shows that 46% of Polish Zetas believe that their organization prepares employees well for the transition to a low-carbon economy.

The issue of the climate crisis is one of the reasons for concern for young adults, which greatly affects their well-being. Mental health is another category often used to describe Generation Z: 46% of them experience anxiety or stress most of the time or all of the time (Deloitte Global 2023 Gen Z & Millennial Survey conducted in 44 countries). In Poland:

• 17% of people expressed satisfaction or rather satisfaction with their mental health.
• 63% of Zetek surveyed had at least once sought the help of a psychologist or therapist.
• 40% of them regularly use psychological, therapeutic or psychiatric support.

Mental Health in the Workplace 

38% of Zets in Poland feel uncomfortable talking to their employer about their mental health. Globally, this percentage is lower by 6 and 7 percentage points, respectively. Therefore, for this generation, awareness about mental health in employers plays an important role: mental health education in the company, offering psychological support, balancing the workload, learning to manage stress, as well as offering wellness (yoga, meditation).

Finances

For Zets, finances are important, but not as an end in itself, but as a means for self-development and covering the costs of their dream trips. 72% of them benefit from family financial assistance, and 58% receive income from work (They.pl report). Rising living costs are the biggest concern of young people: 48% of Polish Zets indicate this as a problem. In 2021, 29% of Zets in the world feared this, today this score has increased by 6 percentage points. The Deloitte report (2023) confirms that the biggest concern of the young generation is the rising cost of living. This problem was pointed out by 48% of Polish Zets and 53% of millennials. Globally, the score was 12 and 11 percentage points lower, respectively. Lack of financial security affects the mental health of young people, which can lead to burnout. 57% of Zetas put aside funds for a financial cushion, although 77% indicate spending on entertainment as the most common goal of their spending (They.pl).

Work and values 

For Zets, work is not needed to achieve social status, but to pursue passion after hours and self-development. Values and ideas are more important to them than their professional career. Zets pay attention to the values of the organization for which they work and to “washing” (e.g. greenwashing, rainbow washing). Their suspiciousness stems from their ability to do thorough research and the need for transparency. The interest in the values of the organization is the result of the social transformation initiated by millennials, which the Zets are actively continuing.

Work-life balance 

Work-life balance and work flexibility are very important to Zets. 26% of Zets admire the ability to balance priorities. 77% of Zets working from home would consider changing jobs if they had to return to the office full time. A third of respondents consider a 4-day work week to be crucial to achieving this balance. Deloitte experts suggest that companies that want to be seen as attractive jobs should adapt to the expectations of younger generations.

Social context 

Generation Z grew up in times of the so-called “all-out crisis”: climate, war, mental health and pandemic. It is often referred to as the “snowflake” generation, which stereotypes them as “hypersensitive and hypersensitive”. However, the report of the Batory Foundation indicates that tenderness and care are the guiding ideas of the Zetas, which in response to crises fight for good change. Zets are not recalcitrant or indifferent, but aware of the challenges of today. A better understanding of their baggage of experience can improve work culture and performance in companies. Intergenerational communication is also important, as representatives of several generations often work together in companies.

summary 

Generation Z brings new values and expectations to the job market. Their priorities, such as work-life balance, environmental awareness and mental health, shape their approach to work and consumption. Better understanding and adaptation by employers to their needs can benefit both companies and Zets themselves. Despite the controversy and myths reproduced by the media about this group of young people, it is worth confronting the novelties that have arrived on the labor market thanks to Zets, as well as using sources that tell about their generation from a research perspective.

Sources:

https://www2.deloitte.com/pl/pl/pages/human-capital/articles/Raport-Global-2023-Gen-Z-Millenial-Survey.html?nc=42

https://www.batory.org.pl/wp-content/uploads/2021/05/Mlodzi_2020.pdf

https://www.they.pl/polskiezetki/GenZ_o_sobie_raport_Theypl_Uniwersytet_SWPS.pdf