Bridge Generational Gaps with Qualitative Research
Published On: September 4, 2025By Sadie Mills
For the first time ever, there are 5 generations in the workforce: Traditionalists, Baby Boomers, Gen X, Millennials, and the newest addition: Gen Z. As a Gen Z myself, I can say we’ve had quite the rollercoaster ride into adulthood. As the first generation raised entirely in the digital age, Gen Z brings fresh perspectives and new expectations to the workplace. Our journey has been shaped by social media, economic instability, and global disruptions, each influencing how we view work, purpose, and success. Our outlook differs from that of previous generations, causing a disconnect that can impact collaboration and communication at work.
As emerging professionals, we’re met with a mix of opinions from older generations. Some label us as lazy or entitled, others see us as overly eager, pushing ourselves to the point of burnout. The truth lies somewhere in between. We’re ambitious but navigating a system that often feels outdated, overwhelming, and inaccessible.
So how can leaders better understand Gen Z and bridge multi-generational gaps in the workforce? In partnership with the Women Presidents Organization (WPO) and the University of San Francisco’s MS Marketing Intelligence (MSMI) Program, KNow Research talked to Gen Z professionals to find out.
We hosted 2 Customer Voice Keynotes with panels of Gen Z professionals and partnered with USF’s MSMI students who conducted a mixed method study including a survey and interviews. We’ve created a Gen Z Playbook based on that research to help bridge multi-generational gaps with insights into how you can attract, retain and collaborate with Gen Z.
Attract Gen Z with a Values-Driven Culture
When seeking professional opportunities, beyond the job description, Gen Z evaluates the culture of the organization to ensure the company’s values align with their own. Gen Z looks for diversity, inclusivity, transparency and green/eco-consciousness in their employers, as well as environments that value them as humans not just as employees.
As an employer, ask yourself: Does your company limit or offset carbon emissions? Do people feel a part of something bigger or reporting in/out each day like robots?
Collaborate with Gen Z by Building Trust & Empowerment
Gen Z professionals want to feel trusted and empowered. That starts with onboarding and continues through defined expectations. We heard a call for building psychological safety, allowing space to ask questions and admit knowledge gaps. As a tech savvy generation, we’re quick to turn to the resources available to us to figure things out. While that often makes Gen Z self-sufficient, we’re also not mind readers. If there is a specific way a task needs to be done, we want explicit directions and clear measurements of success.
As an employer, ask yourself: Are you building in check-ins and allowing space for them to ask questions? Did you provide templates and style guides to follow? Are you open to empowering them to tackle tasks alternative ways?
Communicate Clearly
Gen Z favors clear, consistent, and quick communication. When delivering feedback or asking questions, Gen Z prefers direct language and channels. We’re happy to chat offline via email, Slack/Teams chat or even a phone call to touch base to clarify questions or align on tasks. We’re less concerned with hierarchy or team silos, and more focused on going directly to the source to save time rather than going through a chain of people or approvals.
As an employer, ask yourself: Could this meeting have been an email? Are you asking Gen Z to direct all questions strictly to their manager? Are you sugarcoating feedback?
Provide Flexibility for Efficiency
Forced to adapt to mixed learning modalities during the pandemic, Gen Z is in tune with how and when we work more efficiently. Rather than measuring work by the time or hours spent, consider measuring by completion and quality of work. We heard Gen Z is capable of optimizing their work hours and environment to align with when and where they’re most productive, all while completing tasks successfully and on time.
As an employer, ask yourself: Have you asked your team when or where they feel they’re most productive? Do their responsibilities require them to be in-person everyday? To be online at a certain time of day?
Retain Gen Z with Development & Benefits that Matter
Retention comes from feeling seen, supported, and challenged. We heard Gen Z values professional development, recognition, and opportunities to expand skills. Participants noted the importance of mentorship, milestone recognition, and growth pathways. We also heard Gen Z’s desire for benefits that support our lives outside of work. Benefits like PTO, flexibility, autonomy, and mental health support demonstrate investment not only in them as employees or workers, but as people.
As an employer, ask yourself: How can you develop and support long term career goals? What are you doing to avoid burnout and promote the wellbeing of your team?
Ultimately, Gen Z wants multi-layered mentorship, safe spaces to ask questions and the ability to learn and grow while being seen as a person (not just a professional/contributor).
