1. Generation Z: the case for business
Emma Buyers
Head of Marketing, IEMA

2. How did we get here?

3. Understanding Insight from Desk Research
Event: ‘Generation Z: A Vision of Work’
NUS Research: surveying 300 GenZ students
Research at Leadership level: survey and social respondents

4. Findings

5. Desk Research
‘..Gen Z is harder working and more ambitious than you probably thought.’ Monster Jobs
‘This generation is willing to work hard, but they expect to be rewarded for it.’ Forbes
‘We have more to do than drink and take drugs.’ The Guardian

6. NUS Research: surveying 300 GenZ students
What’s most important when considering a job?
A good salary: 64%
Good work/life balance: 52%
Sense of meaning: 43%

7. ‘Generation Z: a vision of work’
Business doesn’t yet recognise the need to adapt to the wants of the next generation..

8. Research at Leadership level: survey and social respondents
Most thought it was important for business success to take generational differences into account in the workforce
Just 23% have an active strategy to recruit and retain new staff from this generation

9. The business case

10. What could change look like?
A working environment that’s flexible, tech. enabled and mutually trustful
Leadership that recognises and supports the value this generation brings to the workplace
Develop a purpose and values-driven organisational narrative

11. Thank you for listening! iema.net