HR - What You Need to Know About Generation Z

Show you care.

That's the message to would-be employers gleaned from recent research into what Generation Z individuals seek in a job – the majority wanting a workplace which is socially and environmentally responsible.

While Generation X individuals and the Millennials pushed for things like planet-friendly recycling, the recent look into what drives Gen Z shows they are focusing on the world stage, according to findings by Institute for Corporate Productivity (i4cp.)

“There is no denying the Gen Z employee is looking through a completely new lens at a radically changed and changing world,” i4cp researchers state in its report Generation Z: What Employers Need to Know.

The generation – 73 million individuals born between 1995 and 2012 – has never known life without Internet and has been inundated with many events which impact its view of the world.

Of 600 high school seniors surveyed at Minnetonka High School, Minnesota, 93 percent say a workplace's impact on the world affects their decision to work there.

“Like every generation before it, Gen Z has had its own events and conditions resulting in a shared experience that shapes its unique personality,” states the i4cp research. “One shared reality that impacts virtually every member of gen Z: The world is a scary place.”

That contention created by growing up in a post-9/11 world is bolstered by the war on terrorism, school shootings and global issues like climate change. And it leads to a number of personality traits identified in i4cp's white paper, a collaborative study with generational expert, David Stillman, and findings with the high school students' focus group.

Unlike the generation before them which strived to be part of the “robust middle class,” Gen Z individuals are said to see the “need to be smarter and more strategic about planning for their future and achieving any level of economic stability, let alone affluence.”

While the population tends to be “realistic, pragmatic and very competitive,” like the Baby Boomer generation, it also shares characteristics from Gen X like being environmentally aware and tech-savvy.

About half the group surveyed stated they are competitive or extremely competitive and will be less team oriented and more independent, with 21 percent saying they would like to work from home and nearly half of the respondents saying they want their own office.

More than half those surveyed say they want a long career with one company.

While 44 per cent say they check on social media at least hourly, speaking to the reality many in this generation suffer from “an intense fear of missing out,” findings also show 78 percent want face-to-face communication with their boss.

Understanding where the generation is coming from will offer advantages for would-be employers on how to recruit, retain, manage andmotivate employees from its ranks.

One unique finding is that Generation Z workers will want highly-customized jobs rather than generic posts – something would-be employers would be wise to acknowledge and work with, according to i4cp, a leading human capital research firm which helps organizations build and sustain high performance bottom line business results.

By Nadia Moharib
Nadia Moharib is an animal lover who has adopted everything from birds to hamsters, salamanders, rabbits, fish and felines. She has written about all-things-pets for years and was a long-time editor of a pet magazine in a daily newspaper which featured a Q & A column, Ask Whit, penned by her pooch (ghost written, of course.) The serial dog owner lives in Calgary, Alberta and most days can be found at a dog park picking up after her rescue pooch, Scoots.

Why Offer a Pet Friendly Workplace?

Many people dream of being able to take their pet to work with them. It can be emotionally straining to leave your pet alone all day, especially if one had a long workday or commute. Pet friendly workplaces are few and far between however there are several benefits to making your office pet friendly.

1. Pets relieve stress: employees with the least amount of stress are the ones that are able to bring their dogs to work.
2. Pets boost relationships: people do not always get along with each other and this can decrease productivity and negatively impact the work environment. Pets however can provide a common ground and help employees bond with coworkers. Pets also help people develop new relationships more quickly which is especially important for new employees.
3. Pets reduce absenteeism: People often do not like leaving their pet alone at home. This increases the temptation to call in sick so their pet is not alone, especially when the pet is not feeling well. People that leave their pets at home are also more likely to arrive late or leave early in order to spend more time with their pet.
4. Pets support creativity: Research has shown that when people walk their creative thinking can increase by 60% when compared with sitting. According to CV-Library 61% of employees eat their lunch at their desk. In order to have a more productive afternoon, people should take a walk during lunch. Many people would need motivation to go for a lunchtime walk and having a dog at work is a large motivator.
5. Pets create a welcoming atmosphere: Pets are great at pleasing clients and helping them feel more welcome. Meeting atmosphere is boosted when a client is greeted by a polite and friendly dog or cat. Pets can make a company appear more approachable and show dedication to employee desires.

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The Premiumization Trend in Pet Products

In the pet market, “premium” products are becoming increasingly popular. This premiumization of products have been a trend for over 10 years according to a Packaged Facts’ report. While the pet market has not been experiencing large growth in terms of money spent the gains it has seen are primarily due to the availability of high priced, high quality products according to Packaged Facts Research Director, David Sprinkle.

Sprinkle said, “Absent any other galvanizing factors toward increased pet ownership, ongoing premiumization is crucial if pet market dollar sales are to continue to rise." So what makes a product “premium”? Premium products contain special nutraceutical ingredients, use “human-quality” ingredients, and follow human food trends such as the use of superfruits, ancestral grains, and exotic proteins.

Nutraceutical treats are becoming more popular and this trend has been linked to the “graying” of the pet population. Many treats contain supplements that claim to improve pet health and minimize discomfort.

Naturally, premium products cost more than standard brands. According to Packaged Facts, standard brands often have a 20% markup while premium brands average 30% markup, and super premium foods can reach 40% markup. Consumers are often willing to spend more money for premium products because they claim to offer multiple benefits (for example, treats that help health conditions).

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Key Findings of a Consumer Survey Focusing on Technology and Its Impact

Blackhawk Engagement Solutions surveyed approximately 2,500 people to examine how they pre-shop, filter information, their path-to-purchase influencers, and how marketers can impact these paths. Blackhawk’s GVP of Marketing, Rodney Mason said, “Today, the key to winning at retail is keeping up with your customers. By charting where shoppers are landing as they explore new shopping territories, retail marketers can position their businesses in front of the competition and closer to targeted and underserved customers.”

The main trends from the survey are:

• 71% of people use a smartphone daily. Internet shopping and TV watching are positively correlated.
• 19% will purchase a competitor’s product on their smartphone while in a store. 38% of people compare prices using Amazon, Google, and retail websites.
• 63% would allow retailers to send offers to their smartphone and 59% would allow retailers to know their personal location and identity for financial savings.
• Financial savings are the main reason people follow brands on social media. 89% of people that follow brands want special offers.
• The main digital promotion media is email.
• A price difference of 10% makes online sales more favourable. Most people prefer to purchase items at a physical location that price matches.
• Mobile wallets are increasing in popularity. 54% of people would use a mobile wallet versus a traditional wallet if a mobile wallet was wides accepted.

Blackhawk’s full report may be found here.

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