Understanding Gen Z in the Workplace
At KNow Research, we’re fortunate to work with brands and organizations across industries that understand the importance of engaging shoppers across generations. Creating a cohesive brand identity is no small feat when each generation carries its own defining life events, worldviews, and expectations. For years, our team has been closely tracking one generation in particular—Gen Z—but only as shoppers! Now, these same consumers are entering the workforce for the first time. Their arrival is generating both excitement and tension, as multiple generations adjust to the “new kid” on the block and navigate what it means to collaborate with this emerging cohort.
So this begs the question – how do early-career professionals navigate multigenerational teams? KNow Research wanted to find out!
In partnership with the Women Presidents Organization (WPO) and the University of San Francisco’s MS Marketing Intelligence (MSMI) Program, KNow Research connected with Gen Z professionals to learn firsthand about their perspectives.
Know Research hosted 2 Customer Voice Keynotes with panels of Gen Z professionals and partnered with USF’s MSMI students on a mixed-method study including surveys and interviews. The insights from this work informed the creation of a Gen Z Playbook, designed to help organizations bridge multigenerational gaps and provide guidance on attracting, retaining, and collaborating effectively with Gen Z talent.
Ready to bridge the generational gap? Click through each card to uncover what Gen Z really wants from employers and how to deliver it across these 6 essential workplace dimensions.
- Be aware that Gen Z may reverse-engineer workplace norms instead of asking for help
- Model transparency by demonstrating that it’s okay to admit knowledge gaps
- Create safe channels for asking small or “obvious” questions – how do I ask for time off?
with Gen Z
- Provide feedback immediately and frequently
- Allow space to process privately
- Avoid ‘sugarcoating’ or giving feedback in roundabout ways
- Reduce over-formal performance review settings
- Use familiar tools – email, phone – Gen Z rely & like them for collaboration
- Swap rigid 9–5’s for flexible, outcome-driven schedules to match how Gen Z prefers to work
Workplace Collaboration
as Positive
- Make company values clear to guide new Gen Z hires’ fit
- Favor team-based activities that don’t revolve around alcohol
- Ensure diversity is reflected in leadership
- Provide tools that encourage shared effort in communication among teammates
- Recognize that classic milestones of success (ex: homeownership) now feel out of reach
- Prioritize work that feels balanced now, not promises of future rewards
- Reward Gen Z for skills advancement vs. years of experience
Fulfillment
• Performance-based bonuses• Bespoke role creation
Autonomy & Flexibility
• Hybrid/remote options• Self-managed schedules
Work – Life Balance
• Unlimited PTO• Mental health days
Want a one-pager of these insights to bring back to your team? Download our Gen Z Playbook, an actionable resource when working with Gen Z to foster more efficient, collaborative multi-generational teams.
