Welcome to Generation Z

Generation content

Digital life brings a wealth of information and content to the life of Gen Z. Social media also makes it possible to produce your own content, set your own topics and quickly achieve reach. As with all situations in life, risks and opportunities go hand in hand: constant availability vs. rapid networking; high influx of stimuli vs. quickly accessible wealth of information; pressure to express yourself vs. opportunities for creative self-expression.

Generation prosperity

Another demographic factor is the relative prosperity into which these young people were born. “Before the coronavirus, we had full employment, which means that Generation Z would not have had to do without anything,” says Rüdiger Maas. This, together with Gen Z’s relatively small headcount, has an impact on values, status thinking and professional life: “When more than 4 million people retire than they do, I have it easy on the job market.”

Generation work-life balance

This results in a different focus in life: Long-term loyalty to a job, full employment and a steep career are much less important for Gen Z than for previous generations; sufficient free time, a good work-life balance and clearly defined working hours have become more important. Overtime in the evenings or even at weekends has no place in the ideal perception of a career. “People want clear structures that are consistently adhered to,” says Maas. That’s why options such as working from home or flexible working hours are no longer so popular. The "Junge Deutsche 2021" (“Young Germans 2021”) study by youth researcher Simon Schnetzer shows that 44% of the young generation see fun as their greatest motivation for achievement rather than money or prestige. Simon Schnetzer also adds that Gen Z and Gen Y have to incorporate many more activities into their daily lives than previous generations – “and if only it feels like that.” That’s why part-time jobs are the new ideal for many young people. It's not a successful career that's important, but rather individual needs and self-development; it's not big money or leadership positions that count, but meaningful work and a good working atmosphere.

Generation family

Generally speaking, these new circumstances and opportunities have led to a shift in the value system. Friends, leisure time and family orientation are very central to Gen Z. According to Rüdiger Maas, Gen Z is very collectively shaped: “You aspire to the mainstream and have much less the need to differentiate yourself from younger or older people.” The wishes of this generation for the future are actually very down-to-earth: “Family, children, health, house and enough money,” says Simon Schnetzer. His study revealed trust, health and freedom to be the most important values.

The ambivalent generation

But other values are also very popular: “Gen Z has high moral standards when it comes to liberality, equality and sustainability,” says Maas. Although sustainability is an ambivalent value lived out in practice. Although, according to Simon Schnetzer, Gen Z is much more ecologically sustainable in terms of eating habits, for example, and some status symbols such as a great car have fundamentally become obsolete, others are still important: “There is a preaching of renunciation, but the latest iPhone and Apple Watch have to be,” says Rüdiger Maas. When it comes to sustainability, he noted a gap between attitudes and behaviour. “Gen Z streams a lot, regularly buys new clothes and lives in a luxury like no generation before it… She would like to see a rethink in sustainability policy, but without giving up herself.”

Ownership reduction or the sharing economy, as Mobility enables, is therefore more like-the-out for Gen Z. Why is that? “Because it grew up in prosperity, never having to share, do without or wait for something,” says Maas. Gen Y, on the other hand, can do more with these topics: “It realised that you can do more with what you already have – for example in the form of car sharing, AirBnB, etc.,” he explains the phenomenon.

Generation commitment

But what also makes Gen Z special is that it's more political and activist than its predecessor generation. Issues such as strengthening the rights of the LGBTQ+ community, equality and certain environmental issues are very popular, as demonstrated by the #metoo movement and “Fridays for Future” – which has led Gen Z to also bear the name “Generation Greta.” The dream of a better world exists. And digital networking offers more and faster ways of starting something and reaching out to others.