Generation Z is looking for an employer that matches their values

Generation Z represents something quite new. People in this generation – those born around 1995-2010 – consider responsibility, ecology, sustainability and equality to be the most important issues. This is also the most educated generation to date, and these people have had access to the unlimited information offered by the internet all their lives.

“This is an extraordinary generation! When Gen Z’s values penetrate society at different levels, the world can change,” says Miia Grénman, who has extensively researched the values and consumption habits of this generation.

While the middle-aged representatives of Generation X, as well as those belonging to Generation Y, make unsustainable choices, Gen Z struggles with environmental anxiety. These young people will have to live in this world for a long time.

“They understand that you can’t postpone solving the ecological crisis – this is the time to make even painful decisions. However, you can also see hope through the concerns. Generation Z has an optimistic faith and confidence that things can change for the better and solutions will be found.”

Internal motivation, opportunities to influence and a sense of meaningfulness are more important to Generation Z than status and money.

When it comes to work, Generation Z values a sustainable lifestyle and a sense of meaning. The employer’s values must correspond to theirs, including both environmental and social responsibility.

“Gen Z representatives review the employer’s values in advance when applying for a job and are disappointed if the company does not live up to its promises,” says Grénman.

Internal motivation, opportunities to influence and a sense of meaningfulness are more important to Generation Z than status and money; work is one aspect of life among others, and therefore the values involved in work must be in line with one’s own values.

“They expect their work to give them the opportunity to do good, make a difference, drive development, progress and help others. A good work community is also considered important. As an employee or manager, a Gen Z representative is helpful, human-oriented, approachable and open,” says Grénman.