New Study, Gen Z Gets to Work, Sheds Light on Gen Z’s Workforce Debut

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New Study, Gen Z Gets to Work, Sheds Light on Gen Z's Workforce Debut


New Study, Gen Z Gets to Work, Sheds Light on Gen Z’s Workforce Debut

“Whether you’re an employer, employee or Gen Zer, the findings are important for everyone who wants to adapt the workplace to embrace this important generation.”

Canvas Blue, an integrated communications agency, today published an industry-first study called Gen Z Gets To Work. Canvas Blue partnered with research firm Propeller Insights to survey 400 college students about their careers and ideal workplaces. The results reveal a generation that is pragmatic and savvy, yet who are optimistic and who desire work/life balance.

Gen Z is defined as those born between 1996 and 2010, making the oldest cohort 22 years old or college seniors who are graduating this May and June. For the first time, Gen Z, which is now the largest generation at approx. 60 million, thus surpassing the Millennial generation, is entering the workforce.

“We conducted this study because we noticed that there’s not much research in the marketplace about Gen Z, especially what they’re looking for in their careers,” said Samantha Sackin, managing director, Canvas Blue. “As we begin to hire Gen Zers and market to them on behalf of our clients, we embarked on this study to shed some light into their attitudes and what the future of work looks like. Whether you’re an employer, employee or Gen Zer, the findings are important for everyone who wants to adapt the workplace to embrace this important generation.”

Key findings of the Gen Z Gets To Work study include:

Safety High, Diversity Low – Surprisingly, 77% of respondents reported that “feeling safe/security provided” was their top office environment quality. Feeling safe is likely the number one priority due to the frequent public shootings and other public safety threats this generation has grown up watching or experiencing firsthand. In contrast, when asked to rank what they look for in a future employer, the lowest priority was diversity. One reason for the low ranking may be that Gen Z is considered the most diverse generation, so they may see diversity in the workplace as a given.

Show Me the Money – Salary significantly outranked all other benefits when applying to a job and 61% chose “earning a high salary” as how they define success.

But Don’t Sacrifice Fun – After salary, work hours and opportunity for personal happiness made the list of their top three priorities when considering a job. Once in a job, 72% chose “fun” as a top office environment quality. Also, Gen Zers do not believe they need to work long hours to get ahead. In fact, 40% believe they can get ahead by only working 9 to 5. Also, 53% said they would prefer to be a freelancer if the salary was the same as an office job.

Glass Half Full Approach – Gen Zers believe in the American Dream (50% agree or strongly agree) and think they will be better off than their parents (52% agree or strongly agree). Interestingly, this generation was virtually untouched by the Recession with 76% reporting that their parents did not lose their jobs. When asked if college was worth the investment, 59% agreed or strongly agreed and 54% believe college has prepared them well for the workforce.

Methodology

The study was based on a survey completed by 400 American college students ranging from freshman to seniors at four year universities across the nation.

About Canvas Blue

Canvas Blue is an integrated communications agency headquartered in Los Angeles. Though we bring expertise across numerous platforms and disciplines, we aren’t your traditional shop. Stripping away the tired definitions of “PR” or “advertising”, we marry a data-informed, insight-driven approach with proven Public Relations and Social Media know how. What’s more, we’ve ditched the standard agency protocols, hierarchies and billing structures in favor of living in our clients’ worlds, so that we can bring them blue-sky thinking and big-time results. We opened our doors in 2014 as part of Interpublic Group of Companies, and currently have offices in Los Angeles, Dallas and New York. For more information, follow us on Twitter, Facebook, Instagram and LinkedIn.

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