I have lately often given lectures or led panels regarding communication with Generation Z. The topic is equally in demand among employers and teachers in secondary schools, as well as in universities. What actually makes Generation Z so special and why is there such a need for additional support in communicating with its members?
The beginning of Generation Z is defined differently from country to country, but most societies consider young people born from the late 1990s to the end of the 2010s as members of this generation. The most important difference between Generation Z and the previous Generation Y is that members of Generation Z are exposed to communication and media technology from birth. What separates them from other generations is that they do not know the world before the advent of the Internet and social networks, their reality is often shaped by virtual reality, and they are the first global generation and at the same time the most technologically literate. They are also called the iPhone generation, linksters, and most often zoomers. The biggest peculiarities can be observed precisely in the way Generation Z communicates, collaborates and learns.
What’s in it for me? It’s a question we all ask ourselves in almost every new business venture, but Generation Z articulates it clearly and loudly, unlike previous generations. As a sociologist and communication expert, and someone who helps organisations strengthen communication, cooperation and leadership skills, I am fascinated by the change that is happening right before our eyes!
According to studies, members of generation Z have the following characteristics:
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- their average attention span is about eight seconds, compared to Millennials who have an attention span of twelve seconds;
- they spend their time with an average of five different screens (smartphone, TV, laptop, computer and tablet);
- they do not communicate in an established formalised manner – they are more spontaneous and direct than previous generations;
- they are not afraid to articulate their rights and stand up for them;
- patience is not their strong point, and distortion of attention is a normal state of being;
- they do not climb the traditional corporate ladder, but want to work for the best employers and on projects that will leave a mark;
- the balance between private and business life is extremely important to them;
- most will already have a job before finishing their studies;
- on average, they will change jobs every three years, and as many as 60 percent of Generation Z members believe that they will change positions within the same company in the next two years.
The following are some guidelines on how to communicate more effectively with Generation Z, integrate them into our work environment and enable them to realise their potential.
One of the biggest motivators for Generation Z is – purpose. Start your communication with them by explaining why a certain job or task is important, as well as by providing an insight into what purpose it fulfils, with examples of practical use.
As the first generation of “digital natives”, Generation Z is not only accustomed to the availability of information, but also to its immediacy. Its members can simultaneously create a document, edit it, post a video on TikTok or a picture on Instagram, have a conversation with someone over the phone – and all that using a smartphone’s user interface. Generation Z takes in information instantly, but loses interest just as quickly. Given that its members are digitally networked from birth, attention distortion is a common problem. Getting their attention in the first place is not easy, and holding it becomes a real challenge. But if you succeed in this, they will be completely devoted to you. For the above-mentioned reasons, use content that will attract their attention, stimulate them visually and emotionally, and try to make them active participants rather than passive recipients of information. Feed their curiosity with questions, puzzles, activities that include a problem-solving approach. Use multimedia tools as much as possible and allow them to choose the medium in which they want to express themselves. Position yourself as a facilitator of knowledge, not a source of knowledge.
Members of this generation are verbally prone to direct but imprecise messages. Their communication is short and catchy, so they don’t like long descriptions and detailed explanations. Therefore, they often leave out the context, which leaves a lot of room for misinterpretation of messages and misunderstandings. They also use abbreviations, acronyms and slang, which, in case you are not familiar with their “inside” use of language, makes their communication largely incomprehensible. To articulate their emotions and moods, they don’t use words so much as emojis, GIFs and memes. One of the most characteristic aspects of their communication is the use of emojis. For them, emojis are fast, simple and the easiest way to connect with each other and transfer emotions. That is why they have become an indispensable part of the written language of Generation Z. However, written communication is also their weak point: they are less skilled in conveying the tone in their own written communication, as well as in interpreting someone else’s. Therefore, personalise your communication with them as much as possible, as this will reduce distractions and effectively attract their attention. Keep your communication specific and to the point, and use emojis to connect with them emotionally. Make every message and e-mail useful in terms of content.
Although Generation Z benefits from being expert multitaskers, who are hyper-selective about the information they perceive and process, this can also mean that something important you want to convey to them can easily get lost. To combat this, first outline the key information they need to know, before diving into the less important details. A combination of different formatting styles in written communication, writing certain parts of the text in bullet points, as well as bold text can make it easier for them to scan the message in search of information that relates to them. Sending fewer meaningful messages will increase your reach and influence. Since visual communication is their dominant form of expression, communicate with them as much as possible through images, videos, symbols, and tell them your own story through different screens.
Generation Z has a strong entrepreneurial spirit. In order to continue helping the members of this generation progress in this direction, give them tasks in which they have to be innovative and creative. They will appreciate such autonomy and freedom. Most of all, frequently and continuously provide them with as much feedback as possible about their work, because due to the influence of social networks, they are used to instant feedback and validation. Gratification is one of their strongest motivators, so don’t skimp on praise when it’s well-deserved, as this will effectively keep Gen Zers engaged.
When communicating with Gen Zers, honesty is key. By no means keep bad news from them and avoid using euphemisms. It is important for them to know that they can trust you and if they lose trust in the organisation, they will not be part of it much longer. You can expect the same level of honesty from them, especially when it comes to their ambitions and expectations from the workplace. Generation Z wants to make an immediate difference in whatever organisation they join, but they fear that they won’t be able to because of the influence of entrenched seniority, so it’s crucial that you treat them as equal peers.
High on the value scale of this generation are authenticity, distinctiveness, and acceptance of diversity. That’s why you should use personalised form of communication and pay attention to inclusiveness in the expression, considering that a significant percentage of members of Generation Z declare themselves as gender neutral. Whenever you can, involve them in as many different processes as possible, collaborate with them to develop new ways of doing business, and allow them to collaborate with each other through different platforms and projects.
At the end of the day, Gen Z is a group of individuals with unique needs and desires that may or may not align with their generation’s values. Factors such as culture, upbringing, and even their role in the organisation will play a major role in the way of communication. The tips I have outlined are a good starting point, but remember that each person needs to be approached as an individual in order to understand their specific preferences, feedback and what it takes to be productive and engaged. Don’t assume – let your honest effort to understand, accept and learn from those who are the bearers of our future be your guiding principle.