By the end of 2025, Generation Z — born between 1997 and 2012 — will represent 27% of the global workforce, according to data from Zurich Insurance and the World Economic Forum. 86% of young people in this generation say that having a sense of purpose is essential for their job satisfaction, according to Deloitte's research. And more: 70% said they prioritize companies with ethical values — even if it means earning less. On the other hand, turnover among Gen Z professionals is higher than the average, and only 35% of them consider themselves engaged with their work, a figure lower than that observed among Millennials or Gen Y (42%) and Generation X (48%).
The difference in values compared to previous generations shown in surveys is striking. While Baby Boomers and some Millennials valued stability and long years at the same company, studies indicate that Gen Z prefers autonomy, flexibility, and social impact. The hybrid model and remote work, for example, have become a reality: 72% of young people have already left, or considered leaving, companies that did not offer this freedom.
Reginaldo Boeira, president of KNN Group, which comprises 12 companies and leads a team of over 16,000 employees, many from Generation Z, as well as several entrepreneurs from other generations, believes that the challenge is understanding the changes. "I am an advocate of the most humanized management model, based on dialogue and active listening between generations to find a point of balance and the best direction," he/she/they states.
Reginaldo encourages employees, franchisees, and managers to understand all generations and their profiles so that an effective and positive business transformation occurs, reflecting in a common good, personally and in business. "There is indeed a behavioral difference between generations that pose challenges for both parties, both for the entrepreneur from generations before Z and for the young person entering the career; however, in the same way, one needs the other. The most important thing is to have this collective awareness and promote constant dialogue. It is also important to emphasize that each person is unique and that one cannot stereotype someone based on their age group, but rather assess the genuine intention to make a difference and for the good of all," he explains.
There is no right or wrong part in this "story"; no one is to blame. There are countless entrepreneurs who achieved success through many challenges and, at the same time, have numerous aspirations. If the younger generations understand that there is a human behind the employer, they could use their sense of purpose more and realize that sustainability can also be exercised through empathy. On the other hand, there are countless Generation Z young people with incredible talent seeking to find their place and learn. Similarly, other generations can use the profile focused on stability and achieved maturity to contribute.In addition to the entrepreneur's responsibility to understand the new generation, there is also the responsibility of the new generations to understand the behavior of the elders. Often, both are acting for each other's benefit, but due to the lack of openness on both sides and the difference in profiles, there is a "clash," he emphasizes.
"Frank conversation, unity, trust, and a sense of responsibility of the parties are fundamental points for progress and balance," he/she/they advise.
