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Inside Gen Z’s work ethic

Recently, we hosted a webinar for a major telco company in Germany on the topic of Gen Z and work. People are often confused about young workers, their attitude toward work, and what they expect from it. Let’s dive into our latest research on Gen Z and the workforce.

What unites us?

Before exploring Gen Z specifically, it is clear that there are some things that unite workers across generations. We all want to improve our skills, grow professionally, and feel confident in what we do. We want to feel valued and fairly compensated, knowing our efforts are recognized. Job security, stability, and meaningful work, work that matters beyond daily tasks, are also important. These core needs connect workers of all ages.

Why do young people set such clear boundaries?

While these core values of growth, recognition, security, and meaningful work are universal, the ways different generations pursue them vary. For Gen Z, this often means setting clear boundaries and  working flexibly. 

Harvard Business Review (2023) concludes that output and impact are better measures than hours, to define how satisfied Gen Z’ers are with their job. In this context impact means ‘what changed because the work was done.’ and output is the deliverables of work.’ 

Generations who work this way are generally more innovative and creative. When people see hard work as making many hours, they are more likely to experience burnouts and stress, compared to those that define hard work based on impact and output. 

A meta-analysis from 2022 shows that overtime without choice significantly contributes to stress and reduced productivity. In short, it is not that Gen Z does not want to work. They value hard work differently and if organized well, this can actually provide advantages for organizations that want to be future-proof.

3 Key Insights

1. Mind over meetings

Gen Z highly values mental health and clear boundaries between work and personal life. Unlike older generations, who often equated dedication with long hours, Gen Z sees overwork as counterproductive. Flexible schedules, remote options, and respect for off-time are highly attractive to this generation. Organizations that support mental health initiatives and boundaries are more likely to retain and engage Gen Z employees.

2. Make it happen

Gen Z favors flexible work arrangements and non-linear career paths that develop skills and autonomy. They are often regarded as a spoiled and entitled generation by managers that are surprised by their high demands for salary and flexible working arrangements. But this generation is actually quite ambitious, just not strongly motivated to climb the corporate ladder. A global survey found that 40% of Gen Z workers are combining at least two roles, often pursuing (digital) ‘side-hustles’ next to their primary jobs. If anything, this shows a drive to be successful through independent ventures, as well as betting on multiple streams of income.

3. Work to Live, Not Live to Work

Gen Z approaches work as a way to support well-being, personal goals, and meaningful experiences. Unlike Boomers and Gen X, who often defined success by long hours and hierarchical progress, Gen Z values contribution and fulfillment over tenure. They expect jobs to be purposeful and flexible, balancing ambition with life outside the office. Employers that align work with values and impact are more likely to engage this cohort.

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Author

Meera Radhoe

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Tabea Höllger

Partner

Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist