Hello everyone and welcome to our newsletter on all things Gen Z.

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In the US, by 2032 a third of the workforce will be Gen Z. In the UK the figure will be a little higher at 35%.

This means the world of employment is fundamentally changing, and smart leaders are changing as well.

What are the key things to consider?

First, this is an always on generation. Information is available on anything and everything - from rights at work to how to pack for a holiday. Whatever question you are being asked as a leader, it is likely that your Gen Z colleague will already have looked up an explanation, or at least the context.

On YouTube, Instagram and TikTok “How to . . .” videos are big business, which means that conversations that used to start with the more “senior” person in the room having the advantage (the classic asymmetric work relationship) are being overtaken by a new model.

“I tell, you listen” is over. The new world is “I ask, you help”.

For Gen Z, particularly in the workplace, positive conversations are much more likely to be symmetric (the older and younger participants both have good information at their finger-tips). That means they need to start differently, with inquiry and curiosity, rather than a demand or critique.

This excellent piece in The Washington Post outlines some of the ways you can work better in a firm with a wide range of ages.

And if you want to know more about the growing world of “gentelligence” this is the book to read.

At Get to Know towers we are off to have a very helpful and listening rich conversation. We have special booths with soft cushions to do so.

Have a good weekend everyone.

Botox boom

This graph shows the rapid growth of non-surgical cosmetic procedures (like Botox and filler), and young people are driving the trend. According to the International Society of Aesthetic Plastic Surgery’s most recent global survey, more than two-thirds of those who went in for a Botox procedure were 50 and under — and 24% were between 18 and 34. As noted by The Hustle, Australia saw spending on cosmetic procedures top $1B for the first time in 2023, “a likely sign of things to come”.

A note on nostalgia

We know that nostalgia marketing is a great way for brands to reach Gen Z. But why does it work? This piece from PR Week offers some answers. Hint: it has a lot to do with the dopamine rush that follows when we see something familiar, and the potential for this to soothe anxieties.

Dissatisfaction

Job ‘engagement’ scores have hit an 11-year low, and the decline is felt most acutely with Gen Zers, and people who either work fully remote, or people who work full-time in the office, but could do their work remotely. As Forbes notes, return-to-office policies, poorly trained managers, “mental distance” from coworkers and few opportunities for growth are all likely to contribute to this decline.

Gen Z and The City

We know that Gen Z are not a homogenous group, but there’s one activity where they do act as one: watching Sex and The City. The show has just come to Netflix, meaning many people in their teens and early twenties are watching it for the first time. This article from The Observer explains why Gen Z has fallen for the show after chatting to them, and it’s all about the friendships, the fashion and the sex.

And finally…

20%

…of Gen Z own cryptocurrency. Compared with only 13% who own real estate, that’s pretty high!

How can we help?

In my many travels and conversations, I’m increasingly talking to CEOs, executives and civil society leaders wanting to better understand the next generation of consumers and the next generation of employees. Gen Z is putting pressure on us all to transform in fascinating ways, and many of us are asking questions about how to cater for younger workers and future proof our organisations.

If this sounds like you, we’d be keen to have a chat and see if TNM can help. From our own content production to work we have done, for example, with The Oliver Wyman Forum, we have a raft of insights and data which can support you. We work closely with a number of global organisations – helping with high-impact story-telling, digital media, internal communications, through to employee benefits, HR and working structures.

Email me direct and all of us at TNM look forward to speaking further.

Kamal Ahmed
Editor-in-Chief and Co-founder
The News Movement

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