Entitled. Unambitious. Hyper-Sensitive.
Lazy
Generation Z – those born between 1997 and 2012 – currently represent 27% of the global workforce and in just ten years’ time, are expected to become the largest generation in the job market1. However, rather than being poised as future leaders and innovators, they are often seen as workforce liabilities. And this belief is not one that is held in secret, from articles and LinkedIn posts to viral social media trends such as the ‘Gen Z stare’2, it is no surprise that the younger generation may feel unwanted in the workplace.
But do they really deserve this reputation? At E2E, I have seen firsthand the benefits that Gen Z have brought to our company, and I view each day as a learning experience. In fact, many of the faults we find with Gen Z’s approach to work can be things that our businesses can directly benefit from.
Gen Z are digital first
Gen Z grew up with technology at their fingertips and consequently are often one step ahead of the trends. It was Gen Z after all who were the first TikTok pioneers at a time where older generations initially disregarded it as a frivolous platform filled with silly dance videos. Now, TikTok is the most downloaded social media platform in the UK3 and has revolutionised short form video content across all social platforms with the introduction of ‘Instagram Reels’ and ‘YouTube Shorts’. It may even form a key part of your company’s marketing strategy!
Gen Z have also embraced emerging technologies such as AI at a faster rate than previous generations. A report from UKG4 found that 70% of Gen Z employees had taught themselves the AI skills they used at work, in comparison to 58% of Gen X employees and 40% of Boomer employees. Whilst the adoption of AI technologies has been met with some hesitation, Gen Z are utilising it to streamline processes, with 90% believing that AI would save them time at work. They are aware of the conflicts surrounding the usage of AI but are eager to see it utilised as an aid rather than a replacement for human labour.
Is this really laziness or are Gen Z just adapting to an everchanging digital landscape so that they can free up time to focus on more stimulating, high reward work?
Gen Z focus on values and ethics
Gen Z are more likely to value purpose-driven work and companies that have similar ethics and beliefs. A report from Deloitte5 found that 86% of Gen Z respondents felt that a sense of purpose was key to job satisfaction, and 44% would reject a job which did not align to their ethics. Whether it’s a focus on DEI, a commitment to sustainability or engagement with community outreach projects, purpose driven work is seen as vital for younger generations.
So what does that mean for business?
Purpose driven work does not just benefit Gen Z, it benefits everyone in a company. 90% of employees6 who worked at purpose-driven companies felt a stronger sense of loyalty and work motivation. Deloitte also found that purpose-driven organisations were three times more likely to retain top talent7 than companies without a strong sense of purpose, and PwC reported that 79% of business leaders see purpose as central to success8.
Moreso, being purpose-driven can improve business performance, with a recent KPMG report9 finding that 60% of companies leveraging ESG assurance expected an increased market share or client base, and 54% anticipated improved profitability. Purpose driven companies experienced annual returns on equity averaging 13.1%, which is 9% higher than the S&P average10.
Gen Z’s desire to work in companies which channel a sense of purpose may be stronger than previous generations, however this is not something to dismiss as ‘wokeness’, rather something businesses can embrace and leverage to drive growth.
Gen Z want to learn
As mentioned above, Gen Z use AI because they want to focus on stimulating work. They want to learn and would rather focus on understanding emerging trends and technologies than trawl through menial tasks that could be automated. They aren’t lazy, in fact, 70% of Gen Zs say that they are developing skills to help advance their career once a week or more, compared to 59% of millennials who say the same11. Gen Z’s approach to work is more than measuring success by how long they sit at their desks, it is measuring success through efficiency and impact.
Gen Z don’t want their age to be a barrier; they want to be taken seriously by senior staff. 70% of Gen Z expect a promotion within 18 months12, contradicting the idea that Gen Z are inherently unambitious. This is a generation desperate for guidance, with 83% viewing mentorship as crucial for professional development yet only 52% currently receiving that13.
The attitude problem
But aren’t Gen Z uncooperative and too difficult? It depends on how you look at it. Gen Z are very much known to be more vocal in the workplace. Nearly three-quarters of Gen Z workers said that they were comfortable giving upward feedback to their supervisors, and 90% felt comfortable when criticising peers or discussing their job satisfaction14.
The brutal honesty of Gen Zs can come as a shock, but we can see it as an avenue for open communication and an opportunity to provide guidance rather than a source of conflict and difficulty. We can nurture ambition and curiosity through mentorship and listen to new ideas that might not come directly from the boardroom. Welcoming and embracing talent is what this generation needs – three quarters of Gen Z would stay with an employer for life if they were given the right opportunities and career stability15. Gen Z want to grow; they just need the opportunity.
The reality is that if you’re an entrepreneur, you may have more in common with Gen Z than you think. Gen Z is entrepreneurial in nature, with social media, networking and online courses making entrepreneurialism more accessible than ever before. Research published in January found that 62% of 18–30-year-olds were considering starting a business in the next year16. Additionally, 45% of Gen Z report having a side hustle17. The younger generation are also channelling the productivity practices of CEOs and business leaders by joining the ‘5am Club’, with the hashtag ‘#5to9routine’ garnering over 35 million views on TikTok alone18. This is once again far from the lazy stereotype that we’ve become so accustomed to hearing.
It is easy to criticise Gen Z, and many of the conversations surrounding Gen Z’s suitability in the workplace have some validity – in no instance is it ever appropriate to sign a professional email off with ‘slay’. But the most effective leaders will be the ones amplifying their voices, the ones who guide them when they make mistakes, the ones who help them develop professionalism. The usual criticisms and qualms we have with this generation may just be learning opportunities to build the tools for business success and futureproof development. This is a generation that want to grow, who want ownership of their work and aspire to make differences in their companies – I see it within my team at E2E.
One of my greatest inspirations has been, Dr Abdul Kalam, the former President of India. He was not just a politician, but he was a teacher, a scientist, and a fierce leader. He devoted his life to igniting young minds to dream and aspire to greatness. In his book, ‘Indomitable Spirit’, he speaks about the importance of lifelong learning and mentorship. It is something that we can all reflect on; as leaders we have a responsibility to inspire young minds. One quote from this book that stands out to me is this:
“When learning is purposeful, creativity blossoms. When creativity blossoms, thinking emanates. When thinking emanates, knowledge is fully lit. When knowledge is lit, economy flourishes.”
Gen Z will one day be future leaders, CEOs and investors. They will sit in boardrooms; they will dictate policy and manage their own teams. They are strong personalities. They are bold. They challenge the status quo. And soon, they will be the dominant workforce. The time to adapt is now.
1 https://www.zurich.com/media/magazine/2022/how-will-gen-z-change-the-future-of-work
2 https://www.forbes.com/sites/bryanrobinson/2025/07/16/the-gen-z-stare-what-it-means-and-whats-underneath-it-at-work/
3 https://sproutsocial.com/insights/tiktok-statistics-uk/
4 https://www.ukg.com/about-us/newsroom/ukg-gen-z-employees-embrace-ai-work-and-nearly-half-say-their-bosses-dont-get-it
5 https://www.deloitte.com/global/en/issues/work/genz-millennial-survey.html
6 https://online.hbs.edu/blog/post/corporate-social-responsibility-statistics
7 https://www.deloitte.com/content/dam/insights/us/articles/2024/2020-global-marketing-trends/DI_2020-Global-Marketing-Trends.pdf
8 https://www.pwc.com/us/en/about-us/corporate-responsibility/assets/pwc-putting-purpose-to-work-purpose-survey-report.pdf
9 https://kpmg.com/xx/en/media/press-releases/2025/09/companies-sees-tangible-business-value-from-esg-assurance.html
10 https://www.ideou.com/en-gb/blogs/inspiration/5-studies-on-the-benefits-of-the-purpose-driven-workplace
11 https://blog.adobe.com/en/publish/2023/09/27/adobe-future-workforce-study-what-us-employers-need-know-about-gen-z-workplace
12 https://ripplematch.com/insights/how-fast-does-gen-z-expect-to-be-promoted
13 https://blog.adobe.com/en/publish/2024/05/08/gen-z-in-workplace
14 https://blog.adobe.com/en/publish/2023/09/27/adobe-future-workforce-study-what-us-employers-need-know-about-gen-z-workplace
15 https://www.admiraljobs.co.uk/blog/2024-12/the-employer-for-life-trend
16 https://elitebusinessmagazine.co.uk/people/leadership/item/why-gen-z-and-millennials-are-driving-the-2025-start-up-trend
17 https://www.businesseye.co.uk/features/passion-fuelled-gen-z-side-hustlers-see-average-income-boost-of-22-over-the-last-year-according-to-visa/
18 https://www.independent.co.uk/life-style https://www.dailymail.co.uk/femail/real-life/article-11708275/Oilshore-bizarre-informal-ways-Gen-Z-colleagues-sign-emails.html/gen-z-5-to-9-tiktok-work-office-b2708047.html
