Generation Z defines those who were born between the late 1990s and the early 2010s and is characterized by those who have already grown up connected. Several factors influence their behavior, such as the massive use of social networks (Whatsapp, TikTok and Instagram) and remarkable historical events, whether climate change or the Covid-19 pandemic. Obviously, these phenomena transform the way these people behave, communicate, learn and work. When the focus is the Technology market, which involves Computing and AI, this becomes even more complex.  

According to the Career Interest Survey report conducted by The National Society of High School Scholars (NSHSS) last year, Generation Z has shown greater interest in careers in health (46%) than in the area of Engineering (18%), Science (15%), Technology (10%) or Mathematics (5%). In addition, 59% believes that the IAT will have a more negative than positive impact in the next 10 years, being that 62% work is possible to reflect the World-3T. 

“A Each arrival of a new generation of talents, we undergo profound transformations in our ways of life, because we are invited to reflect on the problems brought by that generation, notes that we were not able to identify before. I realize that this time, Generation Z is willing to question the patterns and behaviors of the labor market, because it is more interested in personal growth, well-being and a more balanced way of life between work and leisure”, suggests Ana Leticia Lucca, who is a specialist in Strategic Career Management and CRO of the Cloud School.  

The data confirm this thesis: for Generation Z, the most important factors when choosing a place to work are fair treatment among employees (28%), the balance between personal and professional life (25%) and corporate social responsibility (14%). Opportunities for professional development are very relevant (86%), as well as paid free time (63%) (63%) (according to the NSH.  

“It is our responsibility to understand how it works and what this generation says, because they will be the workers of the future. Instead of questioning them, we can motivate them to develop their own skills to grow in the career. If they are eager for change, we must give them the opportunity to show their own potential. Creativity and proactivity are highly valued in the business universe and I realize that there is enough thirst in this generation to demonstrate their skills”, comments Ana Leticia.  

The “Gen Z and Millennial 2024 survey: Living and working with purpose in a changing world” showed that 6 in 10 Generation Z employees believe they have the power to drive change in their organizations. In addition, according to the NSHSS study, the qualities they value most in a management is clear communication (48%), honesty and integrity (33%). When made a cut to the Technology area, the companies in which this generation most wants to work are, in order, Google, Amazon, Apple, Apple, Microsoft, Samsung, The National School, IBM Schars, IBM, Intel and Tesla. 

The Salary Guide 2025, prepared by Michael Page, brought interesting notes on how companies see the labor market, thinking of it as a whole, not only in Generation Z. The main strategies used by organizations to attract talent include access to learning and development opportunities (51,1%), benefits packages and competitive remuneration (43,7%), and bet on the good reputation of the company (38,4%). For them, the biggest challenge for retaining professionals remains the wage competition with other companies (66,3%), as well as a lack of growth opportunities 14. 

“When we think specifically about the IT market, the challenges to effectively welcome professionals are many. I realize that the lack of selective programs focused on diversity and some degree of educational deficit are determinant. The lack of contact networks, the lack of knowledge of opportunities in the sector, the insecurity related to the corporate environment and the scarcity of representation in the IT sector also influences some groups. Therefore, I think that we must connect this desire of the young person for greater social responsibility on the part of companies with the creation of real opportunities. Many face financial barriers and difficulties of adaptation to the fast pace and the technological industry. The return to face-to-face work is also a hindering for people living in places with less than” work. 

In fact, according to the Michael Page report, 44,7% of candidates believe they are more productive working from home, and they prefer more flexible work models to achieve better time management and stress reduction, especially related to commuting time. “The role of companies is to offer real hiring opportunities, in addition to providing an inclusive work environment and continuous learning for all. They must act as mentors, supporting the development with integration programs, training and constant feedback. To become more inclusive, they can adopt specific recruitment programs for this purpose, make partnerships with NGOs and mentoring focused on growth, thus providing diversity as well as well as development programs.

Online shopping seems to be magic-free and has become a mechanical and predictable process Criteo, global commerce media company, titled “The Spark of Discovery Reigniting The Emotion of E-commerce”, revealed that 76% of consumers believe online shopping is emotionless, with nearly a third of respondents (29%) describing it as laborious.As online retailers prioritize efficiency, brands risk missing out on the moments of discovery that drive consumer loyalty and engagement and erode opportunities for an emotional connection.

E-commerce is efficient but has no emotion 

The thrill of searching, finding something unexpected and making an impulse purchase is quickly disappearing.Today, 61% of consumers turn to online shopping just for convenience, while one third (36%) laments the loss of unexpected “achados ” a key factor of retail joy. Consumers crave more than just speed and efficiency. They want surprise, spontaneity and emotional connection in their digital shopping experiences.When it comes to celebrate big milestones in life, only 18% of consumers choose to do it through online shopping. Instead, they prefer to brand memorable experiences with personal occasions.

Are brands making a lasting impact? 

Some brands have a hard time building genuine connections with consumers. Over a third (39%) of consumers say engaging ads make them feel better about a brand, but when it comes to deeper relationships with the company, some digital marketing strategies could be reviewed. When engaging directly with a brand, 41% feel excited when reading a positive review or discussion on forums, proving that third-party endorsement is a powerful driver of brand trust. Customers also want brands to understand the context of purchases, as 43% of online shoppers expect them to use their personalized experiences.

Online retail must compete for consumer attention 

Almost 4 in 5 (79%) consumers feel that online shopping is lonely and 78% say they are overwhelmed with too many product options.And yet only 50% find online shopping relaxing and enjoyable.

55% of brand leaders believe influencers drive traffic, but only 29% of consumers say influencer content makes them feel positive about a brand. Instead, 73% of consumers say that visiting a brand's website contributes to their excitement, highlighting the role of digital experiences in driving brand engagement and trust, and highlighting a vital opportunity for brands to connect with shoppers.

Discovery is the key to brand growth 

Despite clear consumer demand for more engaging shopping experiences, almost all brand leaders (98%) believe their discovery strategies are effective and 80% claim their approach contributes to brand growth.

While 79% of companies recognize that data privacy concerns undermine the ability to refine discovery strategies, this also presents a clear opportunity.Nearly half (43%) of online shoppers are open to brands that use data when it leads to better, more personalized experiences, provided it is done transparently and with confidence.

More than four in five (83%) brands are poised to rely on AI tools to improve user experience.In addition, the use of vital business data can create accurate images of customer behavior for personalized experiences.

“Brands that do not turn the shopping journey into a joyful, memorable and engaging experience risk disappearing into the memory of buyers and becoming a transnational experience only.”, says Tiago Cardoso, Executive Director of Criteo for Latin America. “But there is a clear opportunity: with the right combination of emotional storytelling and real-time data, brands can create unexpected moments that feel personal and intuitive, providing the magic of the perfect ‡0, even when consumers are not actively looking for it.”

According to the executive, AI and data-driven strategies can elevate discovery beyond just targeting the right audience at the right time; they must create moments of inspiration. “Consumers are telling us they want brands to understand them beyond their purchase history. Those who create experiences that seem exciting and immersive & instead of just efficient & will be the ones that capture attention, foster loyalty, and ultimately drive long-term growth.

Study methodology 

Criteo partnered with Harvard public relations and market research specialist Vitreous World to conduct a representative global online survey of a sample of 6,000 consumers and 600 brand leaders across six markets - UK, USA, France, Germany, Japan and South Korea.

The research explored the topic of discovery and joy in shopping. All data points referenced are global numbers. The consumer survey was conducted from 7 to 17 February 2025 and the B2B study from 10 to 27 February 2025.