Given the sheer size of Gen Z – an estimated 70 million Americans – and the group’s mushrooming presence in the workforce, it’s become increasingly critical that small business owners understand Gen Z employees to remain competitive, productive operations. And to be certain, Gen Z features its own unique set of characteristics, values and expectations, many shaped by seismic societal forces like technology and the COVID-19 pandemic.
1. Gen Zers are digital natives.
Gen Z came of age in a world fueled by tech. The oldest members of Gen Z, in fact, were about 10 when the iPhone debuted in 2007. They’ve grown up texting, not calling and turning to YouTube, not adults or books, for answers. Living in a tech-charged world influences how Gen Z learns and interacts with the world around them.
What it means for businesses: Gen Z not only wants technology in the workforce, but they want it to be intuitive and seamless, from the point-of-sale system to automation. They also want digital touchpoints for interviewing, scheduling, pay and training, where they particularly value video.
2. Gen Zers prize flexibility.
Alan Cabelly, founder of the Portland Leadership Institute and professor emeritus at Portland State University, has researched generations in the workforce for more than 40 years and says the pandemic influenced Gen Zers outlook on employment. They want a work-life balance and reject micromanagement.
“They saw people working from home, revolting and voluntarily leaving the workforce,” Cabelly says. “They’ve told employers you have to do things differently.”
What it means for businesses: Flexibility is necessary. While a small business may not be able to be flexible about where an employee works, owners can show flexibility with scheduling, store roles and rules. For instance, allow Gen Zers to plug into music in the kitchen or show a willingness to incorporate the employee’s skills and personality into their work rather than demanding rigid adherence to a pre-set vision.
“Operators don’t have to expect less of Gen Z, but they do need to accommodate them more to get the necessary output,” says Daniel Blaser, head of brand at Workstream, a human resources management platform for the hourly workforce.
3. Gen Zers want to connect to a greater purpose.
According to Deloitte’s 2024 Gen Z and Millennial Survey, 86 percent of Gen Zers say having a sense of purpose is important to their overall job satisfaction and well-being. While “purpose” remains a subjective term, it most often applies to doing work that transcends profit alone.
What it means for businesses: More than ever, businesses have to set and communicate their purpose – whether it’s an environmental ethos, feeding the hungry or connecting with the community – to cultivate a more engaged and loyal workforce.
4. Gen Zers are interested in advancement.
Given their youth, Gen Zers recognize they have a long life ahead of them. If they find interest or success in a given role, many want to see a path forward, perhaps even a career. When choosing or deciding to leave a job, access to development opportunities is just as important as pay and work-life balance to Gen Z, according to Deloitte’s study.
What it means for businesses: It’s important small business owners share advancement opportunities and show staff the company will invest in their growth.
5. Gen Zers want to feel valued.
While many Gen Zers enter the workforce with optimism and energy, Blaser says they are more prone to “check out” – and quickly – if business leaders overlook their contributions. To that point, more than half of Gen Zers in the Deloitte survey said not being recognized or rewarded adequately for their work contributed to feelings of anxiety or stress.
What it means for pizzerias: Cabelly urges leadership to find opportunities for financial incentives where possible, while moments of recognition, especially public recognition amplifying the praise, are also valuable. Blaser, meanwhile, encourages owners to provide an experience and environment that supports and reinforces the value of its team members.
Why Gen Zers come and why they go
Top 5 reasons Gen Zers chose their employer
- Good work/life balance
- Learning and development opportunities
- Salary or other financial benefits
- Positive workplace culture
- Flexible hours and/or reduced work week
Top 5 reasons Gen Zers left their employer
- Pay wasn’t high enough
- Lack of career advancement opportunities
- Feeling burned out
- Job detrimental to mental health
- (Tie) Work was not fulfilling or meaningful; the role didn’t offer a positive work/life balance; lack of learning/skills development opportunities
*According to Deloitte’s 2024 Gen Z and Millennial Survey
Daniel P. Smith is a Chicago-based writer who covers business issues and best practices for a variety of trade publications, newspapers, and magazines. This article originally appeared in our sister publication, Pizza Today.
