Bring Gen Z into your business – they’re bright and bussin!

Bring Gen Z into your business – they’re bright and bussin!

Written by Janice Hunt
04 December 2024

Reading time: 1,8 minutes

Gen Z, youngsters born between 1996 and 2010, is the first generation that’s had internet access all their lives. They’re inveterate social media users and they’re studying, joining the workplace and spending their money – and a better understanding of their dynamic is likely to deliver positive results for companies employing them or engaging with them.

Gen Z quips and memes abound, about their attitude to life (anxiety about the future), their humour (dark, and one big inside joke), their trends (constantly changing), their values (diversity and inclusion as well as activism), and of course their language.

Spilling the tea

The language is entertaining and often surprising – and many Gen Z terms stem from TV shows, movies and general social media chatter, such as bussin (something exceptionally good or delicious), banger (not an old car, a good catchy song), beige flag (something neutral or bland), no cap (being completely honest), delulu (combining delusional and lulu to describe someone who’s misguided), spill the tea (same as spill the beans), no tea no shade (no gossip or throwing shade on someone), lit (excellent), stan (obsessive fan – thank you Eminem), yeet (exclamation expressing enthusiasm and energy), lives rent free (thoughts that occupy the mind without effort), hits different (something that resonates deeply), and CD9 or code 9 (signals an adult is present and to hold off on risky topics). Of course, there are many more as the internet can attest to.

It may not be crucial to know this language – you may get an eyeroll if you try to use it – but it’s important to try to understand Gen Zers as individuals, to hear them, and to keep lines of communication open.

Life is changing

To better understand Gen Z without pigeonholing it, we need to bear in mind that these youngsters are aged between 17 and 25. These years take a person from school days, through studies and into the working world – years where life is changing, they’re moving into adulthood, and big decisions need to be made, all in a world beset by issues that include climate change, financial instability, wars, and often hectic inflation. Within this reality, there’s likely to be significant fluctuation in their attitudes, values and choices as they navigate new responsibilities in their lives.

Fluid thinking

Forbes.com notes that Gen Z is more fragmented than other generations. “Digital technology, and societal changes that encourage diversity, equity, and inclusion, allow Gen Z to find like-minded people more readily than before, and be more open about themselves. In turn, there is more segmentation within Gen Z and less commonality. Digital channels also allow Gen Z to be more fluid in their thinking, which lets them move in and out of subsegments more quickly than they can in real life. Gen Z can belong to many subsegments at the same time or opt out of one subsegment when it no longer suits them.”

In-person communication

But while their digital connectedness is part of their lives, a recent study study by Stanford University among Gen Zers in the UK and USA reports that the researchers were very surprised by the response to the question ‘What type of communication do you like best?’ Almost every single interviewee answered, ‘in person’. Go figure.

Humour rules

Interacting with real-life Gen Zers and lots of web-browsing highlights how important humour is to their identity and communication style. It's a cornerstone of their interactions and worldview and a way to express individuality, connect with others, process emotions, and critique the world – recognising that the world itself is irrational and humour can be an effective coping mechanism.

McKinsey says Gen Z humour is different from previous generations’ humour. It’s chaotic, based on absurdism, and often with no punchline. “In the office, it can easily leave more senior coworkers baffled.” But because humour is a strong force in the workplace, ‘getting it’ is a good idea. Humour makes people happier and less stressed and it can be key to building trust between coworkers, and though Gen Zers’ jokes might be very quirky, they do crave connection.

Gen Z strengths

Gen Z has other strengths too, according to an article in measuredability.com, which include:

Tech-savvy. They’re intertwined with technology and they don’t learn it as an additional skill, it’s a part of their lives.

Diversity. Gen Zers are global citizens, growing up in places around the world that celebrate diverse cultures more than ever – and diversity is not just about tolerance; it’s about active celebration.

Entrepreneurial spirit. Gen Zers are launching startups, nonprofits, and online businesses in wide-ranging ventures. They want to make an impact and they’re also willing to take risks and see failures as learning opportunities – which is a mindset that’s a game-changer in entrepreneurship.

Transparency and authenticity. They value leaders who’re approachable, willing to listen, and admit mistakes. They have an acute radar for marketing fluff and they want the real picture, which in turn builds trust.

Gen Z – they’re worth hearing.

/ENDS