Generation Z - how to attract future leaders

They grew up with smartphones, are constantly connected and have little faith in society. Generation Z is the much talked about generation that will dominate our boardrooms and management teams in a few years. But what drives this young generation, and what do you need to know to attract them to your business now?

Who are they?

Generation Z, or Gen Z as it is often called, consists of people born between 1996 and 2010. That is, people who are currently between 14 and 28 years old. The young generation's lifestyle, interests and values are highly interesting for the development of society, which is why Ungdomsbarometern conducts the Generation Report every year, a survey on the habits and thoughts of Swedish 14-24 year olds.

Growing up with smartphones

Gen Z has grown up with smartphones and has been constantly connected throughout their lives. This constant digital presence has led to a high level of awareness, and the generation has high expectations when it comes to accessing information. They are used to receiving content quickly and specifically tailored to their personal preferences.

Gen Z has grown up in the early 21st century, a time that has been troubled and uncertain in many ways. In addition to the coronavirus pandemic, refugee flows, terrorist attacks, wars and racism have characterized Gen Z's news broadcasts. This negative environment has made the generation pessimistic, and this year's Generation Report shows that 76% of girls and 60% of boys believe that society is heading in the wrong direction, either completely or partially.

Environment and climate are important

Despite the somewhat negative attitude towards society, turnout among first-time voters remains very high from a historical perspective. When it comes to civic engagement and politics, environmental and climate issues are considered the most important, followed by increased resources for police and law enforcement.

Security is generally something that the young generation values highly. Many in Gen Z strive for a secure existence and want to feel comfortable in life. This is reflected in their relationships with family and friends, with three out of four feeling fairly or very close to their parents.

Prioritizing money and career

The uncertain world around us also affects young people's attitudes towards money and finance. The current recession means that many young people are giving greater priority to earning money and acting financially. Young people also see money as a status marker, and it is important to be perceived as successful. Young men are particularly interested in money and careers, with 22% of boys wanting to 'start their own business' after high school, according to the Youth Barometer.

Good at taking care of their body

Exercise is a strong interest among Gen Z, both girls and boys. 'Fitness person' is the most common term young people use to describe themselves, and sport participation at a younger age has increased.

In contrast to the exercise-oriented lifestyle, many young people also focus on enjoying life and taking it easy. The term 'enjoyer of life' is common and can be seen as a counterpoint to the high expectations that many young people have of themselves today. Gen Z values relaxation and is good at taking care of their bodies both physically and mentally. According to the Youth Barometer, one in ten girls practice mindfulness, and there is increasing talk about the importance of reducing screen time.

How to attract Gen Z to your business

To prepare for Gen Z's entry into the business world, it is important that you understand their needs. Raised on digital technology, this generation expects flexible working environments and personalized tasks. They value security, both financial and emotional, and are attracted to companies with strong structures and a commitment to sustainability.

Financial stability and well-being are central to Gen Z. They seek career paths with clear development opportunities and prioritize work-life balance. By aligning your business with Gen Z now, you'll be ready to both attract and retain the generation that will become the leaders of the future.