Joanne Bushell | Commercial EVP | Middle East and Africa | IWG plc | mail me |
Young people, those under 30, constitute more than 50% of today’s global population. Projections show that this figure will rise to 75% by 2030. Generation Z (Gen Z) already makes up 27% of the workforce. They bring a unique set of talents and insights that are reshaping the world of work.
In all walks of life, this staggering demographic is a crucial factor. It represents the largest portion of today’s workforce and plays a critical role in the evolving business landscape. Understanding the youth is key to navigating these shifts successfully.
Exploring the distinct characteristics of this growing workforce reveals useful insights. These insights help us understand what motivates Gen Z and how to effectively attract and retain top young talent.
Understanding the youth is key to growth and innovation
Gen Z are hybrid natives. They grew up online and often met colleagues as images on screens. Many also experienced virtual interviews. They are sometimes mischaracterised as being obsessed with social media or preferring remote work over traditional office jobs. However, this generation values collaboration deeply.
Sharing skills with others energises and motivates them. Understanding the youth is key to recognising that their work preferences are often misread. To most employees, commuting long distances every day feels unnecessary and expensive. As a result, hybrid working is becoming increasingly popular. This approach allows employees to divide their time between a local flexible workspace, the company headquarters and their home.
Hybrid working encourages a healthier balance between professional and personal life. It also maximises productivity, reduces travel time and promotes a sustainable work environment for individuals and the planet.
Gen Z may lack years of experience, but they contribute enthusiasm and fresh insights. They also have a deeper understanding of AI than other generations. By offering them the flexibility to choose where they work, hybrid models help unlock their full potential. This enhances productivity and contributes to overall organisational growth. This generation brings fresh expectations and life experiences into the workplace, just as previous generations did.
Today, companies are focusing more on their employees’ happiness and productivity. Many now offer work environments where people feel most effective. This shift makes Gen Z essential to future workplace strategies. Understanding the youth is key to creating these adaptable, effective environments.
We live in an era where the youth define what is modern and forward-thinking. They prioritise work-life balance and flexible arrangements over rigid schedules. Hybrid work supports this shift by allowing employees to work from different locations. This model aligns with Gen Z’s preference for autonomy. It also helps companies improve retention and employee satisfaction.
So, what does Gen Z want from the office?
A Gen Z survey by Dell found that 80% of respondents want to work with cutting-edge technology. In addition, 91% said the technology offered by an employer would influence their decision between job offers. They also seek a mix of spaces where collaboration feels natural, whether around a large table, in a lounge or a café-style area. At the same time, they want separate quiet spaces for focused, individual work. In short, they desire flexibility and the freedom to choose how and where they work.
As organisations adopt more flexible strategies, many South African companies are turning to hybrid work to improve efficiency. By moving beyond fixed locations, businesses can now operate from multiple centres globally.
For example, Companies like IWG, which offers around 4,000 flexible workspaces in more than 120 countries, make this possible. Notably, 83% of Fortune 500 companies are already our clients.
Gen Z also stands out for their strong commitment to environmental and social responsibility. They look for employers who reflect their values and expect ethical practices in the workplace. Although salary matters, other factors, such as company purpose, culture and sustainability, heavily influence their decisions. As a result, organisations must now build youth-friendly environments. This approach is critical to attracting and retaining top Gen Z talent.
Contrary to stereotypes and viral memes that suggest Gen Z avoids hard work or embraces “quiet quitting”, this generation is both influential and industrious. Gen Z is not only rising in influence but also works hard and expects a healthy balance between professional and personal life. Hybrid work enables companies to invest in people rather than buildings.
– Mark Dixon, Founder and CEO at IWG
In conclusion
Businesses that choose fully equipped workspaces, with everything from furniture to high-speed internet, often cut property costs in half. This frees up capital to invest in staff and generate stakeholder value. Furthermore, hybrid working expands recruitment possibilities.
Companies are no longer confined to hiring from specific regions. They can now access wider and more diverse talent pools. Attracting the best Gen Z talent is essential for future growth. Their education, goals, tech skills and energy will shape the future of the 21st-century workplace.