Generational Workforce Trends

If your media teams still think "search" means Google, you've already lost Gen Z, and they're not coming back. New data from WebFX shows 63% of Gen Z now use AI platforms like ChatGPT to search for information, vs. 28% of Boomers. But here's what should terrify every #CPG CTO: 96% of Gen Z use social search (TikTok/Instagram) vs. 64% of Boomers. This isn't a generational preference in my opinion; it's a platform fragmentation crisis that makes your traditional SEO infrastructure obsolete. The crucial figures are here, but you need to pay attention. - 99% still use Google, but as a backup, not primary ⚠️ - 63% use ChatGPT/Gemini/Perplexity, for "deeper answers" - 96% use TikTok/Instagram search for product discovery - 70% use Reddit/Quora, to validate what AI/LLM/social told them 💡 Gen Z doesn't "search" anymore; they triangulate across 4-6 platforms simultaneously, cross-referencing AI summaries against social proof and community consensus. Recent studies confirm 48% of users verify answers across multiple platforms before trusting information, and 66% believe AI will fully replace traditional search within 5 years. The infrastructure question no one's asking is "Are your product pages, FAQs, and brand content structured for AI retrieval, or just Google crawlers?" I know Mondelez, Reckitt, Coca-Cola, and L'Oréal have been investing in this for more than a year; I'm sure there are others. But I also know that many billion-dollar #FMCG brands are nowhere near this; they're still evaluating agency pitches on this. ⚠️ When a Gen Z consumer asks ChatGPT, "What's the best laundry detergent for sensitive skin?" your brand either appears in the AI summary or goes invisible. We strongly recommend 3 technical shifts for your 2026 and 2027 agenda. 1. Remember, GEO > SEO in the coming months. You should be restructuring content for conversational queries, schema markup for AI parsing, and FAQ architectures that feed #LLM training data. If your content isn't citation-worthy for ChatGPT, it won't exist for Gen Z. 2. Multi-platform content APIs are your new best friends. Build a more unified content delivery system that serves Google, TikTok search, ChatGPT, Reddit threads, and voice assistants simultaneously. One CMS, six distribution channels. The "mobile-first" playbook of 2015 is now "AI-first, social-second, Google-third." 3. And focus on zero-click analytics. 41% of consumers now rely on AI summaries instead of clicking through. Start investing in brand mention tracking across AI platforms, social search impression analytics, and conversational intent modeling. Traffic metrics are almost dead; brand presence in #AI responses is the new KPI. Millennials (65% AI adoption) are the bridge generation. Gen X (50%) still leans toward Google. Boomers (28%) are traditional. But by 2028, Gen Z will represent $12 trillion in direct spending power globally, and they'll never search the way we built your tech infrastructure in the 2010s. ecommert®

What if Gen Z’s most significant career advantage isn’t outsmarting AI but choosing the one place it can’t easily follow? That’s the powerful takeaway from Amanda Hoover's recent Business Insider article, “AI Is Destroying Jobs. Gen Z Has Found a Safe Haven.” While AI is rapidly automating entry-level roles in tech, consulting, and law, Gen Z is pivoting—questioning the ROI of college and targeting skilled trades and hands-on professions. Only 36% of Americans now have strong confidence in higher education, down from 57% in 2015, and just 22% believe college is worth it if loans are required. The average Gen Zer unemployment rate for recent grads jumped to 5.8% in early 2025. Instead, Gen Z seeks stability, work-life balance, and entrepreneurial paths—often outside the traditional office. Here’s how they’re future-proofing their careers: ✅ Choosing trades and essential services where AI can’t replace the human touch—think electricians, healthcare, and home services. ✅ Leveraging tech and AI for business efficiency, not as competition—using automation for admin tasks while building real-world skills. ✅ Prioritizing adaptability and practical experience over expensive degrees—focusing on roles that value hands-on expertise and personal connection. Gen Z is proving that the real “safe haven” isn’t about avoiding change but about doubling down on what makes us irreplaceable - blending human skills with smart tech. Coaching can help; let's chat. | Follow Joshua Miller Read the full article here: https://lnkd.in/gdSPYnCi #FutureOfWork #GenZ #AI #CareerAdvice #CoachingTips

You're lying awake at 3am wondering if they're quietly planning to push you out, if you'll just fade into irrelevance, or if there's actually a meaningful next chapter - and almost nobody talks about this anxiety openly. Here's what most miss: you have way more control over this transition than you think. But you need to stop waiting for them to decide your fate and start architecting your own succession. Three strategic moves to make now: 1. Create your own timeline - Don't wait for the severance conversation. Present a three-year transition plan where you mentor your replacement while handling strategic initiatives only you can execute. You're setting terms, not reacting. 2. Build your exit ramp while you have leverage - Start consulting on the side, pursue board positions, teach. Create multiple income streams before you need them as backup. Real security comes from options, not one paycheck. 3. Reposition as institutional memory keeper - Document everything valuable you know. Position yourself as the bridge between what's worked historically and what needs to happen next. Make yourself indispensable in a fundamentally different way. Professionals who thrive in later career years don't wait for retirement to find them. They don't get pushed out because they proactively planned their own elegant exit. You spent decades building expertise. Now use that same strategic thinking to design your succession instead of allowing others to design it for you. Sign up to my newsletter for more corporate insights: https://vist.ly/4g8ii #careerafter50 #careertransition #jobsover50 #over50career #retirementplanning #latercareer #succession #careerafter60 #workingafter50 #careerstrategy

GenZ is often lumped into a single generational group, where the assumption is that c.14 million people behave in similar ways. Of course, the reality is that there are many different shades of preferences and behaviours within any generational group. But perhaps none quite as diverse or paradoxical as GenZ. Growing up through successive periods of rapid upheaval, Gen Z are the first mobile-first generation, raised on smartphones, social platforms and digital payments. Their formative years have been defined by a pandemic that rewired shopping overnight, a cost-of-living crisis that redefined value, climate anxiety that influences brand choices and now the rise of artificial intelligence (AI), all compressed into their teens and early twenties. Our latest research with RSM focuses precisely on the many sides of GenZ behaviour when it comes to shopping and their varying outlooks on life. And also just how much variety there is between the late teens and the late twenties. This group is already hugely important. They account for around £26bn of non-food spending today, which is expected to rise to £38bn by 2035 as their commercial significance grows. But the habits being formed now will shape how brands need to evolve. Take ‘search’ as an example. While Google remains the #1 avenue of discovery for 25-28 year olds, 18-24 year olds rank social media higher. In essence, TikTok and Instagram are more influential channels for the youngest consumers. They value creator content and peer validation which is driving their choices. Shopping happens while scrolling. Take BookTok as an example. It's driven real book sales and pulled younger shoppers into physical bookstores. Social discovery generates actual footfall, not just engagement metrics. The numbers back this up: UK Gen Z will spend £3.4bn through social commerce in 2025 alone. And discovery doesn't stop at checkout as one in three Gen Z use social media for styling tips after they've already bought something. Many them will also post their positive experience, becoming brand ambassadors and while widening the discovery funnel for new customers. Key data points worth knowing: ➡️ 68% of Gen Z prefer shopping on smartphones – mobile is their gateway to everything ➡️ Only 28% are brand loyal – the rest mix brands (33%) or actively experiment (25%) ➡️ 34% of Gen Z regularly shop pre-loved items  ➡️ 47% have resold an item within months of purchase – ownership is fluid, and resale is built into their buying decisions They are also in many ways paradoxical. The generation positioned as eco-warriors and caring about sustainability the most are the same consumers powering Chinese commerce and fast fashion. Indeed, our research showed that 59% admit their generation talks more about sustainability than they practice – there's a gap between values and behaviour. Download the full report here > https://lnkd.in/eHugCUAk Great to work with Lisa Alty & Jacqui Baker on this

Gen Z have a bad reputation when it comes to work and motivation But when we dig into the data, we can see that what they want from work is just different. Not better or wose, just different. Here's what early careers talent is looking for 👇 🧲 They care about in person connection, and are 34% more likely to want remote first over fully remote working than older generations. 🏢 They are 3x more likely to want to go into an office every day, but that's still the minority. The vast majority still value location flexibility, the same as older generations. 🤝 53.4% want a collaborative working environment, versus 33.8% of older workers. 🏃 43.5% would like to work in a fast-paced environment, when just 5.4% of older workers would seek that kind of culture. 🔥 Nearly half (47.7%) of early career candidates are drawn to companies that describe themselves as disruptive. This figure is 28.5% higher than for older workers. 🏋️♀️ Sports and fitness is another mission area that resonates strongly with this age group. 38.6% of early career candidates identify with it, compared to only 4.5% of older workers. ⏰ When it comes to hours, they are 9.8% more likely to prefer set working hours compared to the average worker, and 6% less likely to favour fully flexible arrangements. 🧠 While benefits matter less to early careers talent overall, more than one in three people would value mental health support, showing a 10% increase in appetite for this benefits versus average. Generational preferences are nuanced, and not understanding what makes each age group tick often leads to unfair judgement and bias. All of this data comes from Flexa __________________________ 👋 I'm Molly and I run Flexa, the platform that enables you to filter for your next employer based on what you really care about 🔔 Follow me for more data and musings on the future of work #CompanyCulture #EarlyCareers #FlexibleWorking

Gen Z does not want to be your next manager. And before you panic, it is worth asking why. Korn Ferry research reveals that Gen Z, born between 1996 and 2010, is one of the most motivated age groups at work. They are tenacious, fast learners and deeply driven to maximise their potential. The issue is not ambition. It is what they are being asked to do with it. In my experience working with this generation, a few things stand out clearly. Gen Z is not fixated on a single profession or career stream. They are open to experimenting, trying different paths, acquiring new skills and pursuing executive education until they find work that genuinely aligns with who they are. They are not building a career in the traditional linear sense. They are building a life, and they want their work to fit into it, not consume it. They are also remarkably clear about what they expect from an organisation. And what they will not tolerate.They do not navigate office politics. They do not manage upwards for the sake of visibility or favour. They do not build relationships strategically to protect their career. They show up, they deliver, and they expect to be recognised for the quality of their contribution rather than for how well they have learned to manage perceptions. In short, they refuse to play games that previous generations accepted as simply part of how organisations work. This is not immaturity. It is clarity. And it is deeply uncomfortable for organisations built on hierarchy, political capital and traditional notions of who is ready for leadership. The reluctance of Gen Z to step into management roles is not a talent problem. It is a mirror. They are reflecting back everything that is broken about how most organisations define and practice leadership. The burnout they have watched in their managers. The ambiguity they experience around expectations. The politics they are unwilling to perform. The gap between what organisations say they value and what they actually reward. If organisations want Gen Z in the leadership pipeline, they need to earn that willingness.That means creating workplaces with clear expectations and fair practices rather than unspoken rules and invisible hierarchies. It means offering reverse mentoring, coaching and buddying to help them ease into managerial roles on their own terms rather than pushing them into structures designed for a different generation. It means showing them a version of leadership that looks like something worth becoming, not something worth surviving. Gen Z will lead. But they will do it on their own terms. The organisations that understand this early will have a significant advantage over those still waiting for this generation to simply fall in line. They are not disengaged. They are discerning. There is a difference. And it matters enormously for the future of your leadership pipeline.

Why are Gen Z and Millennials walking away from six-figure jobs? Last month, a friend of mine- top-performing analyst at a global firm resigned. Her salary was enviable. Her performance was also top notch. But when asked why she left, her answer was disarmingly simple: “I couldn’t see the point anymore. I had money, but no meaning. No growth. No life.” She’s not alone. In 2025, Gen Z and Millennials now make up the majority of the global workforce. And they’re not staying for money or free snacks. So what actually motivates them to stay? Recent global surveys (Deloitte, Gallup, McKinsey) paint a clear picture: 55% want better compensation – financial security is still a top concern. 86–89% say a sense of purpose is essential to job satisfaction. 72% of Gen Z have quit or considered quitting over lack of flexibility. Nearly 70% expect career advancement within 18 months. 77% say a workplace that supports mental health is critical. This is a shift in priorities—not a loss of ambition. Younger professionals are willing to work hard, but they want more than just a paycheck. They’re looking for roles that align with who they are, support their well-being, and help them grow. The question for employers isn’t just “Are we paying enough?” It’s also: “Are we offering meaning, balance, and a future?” Because today, purpose is not a perk. It’s the point. #FutureOfWork #GenZ #Millennials #WorkplaceCulture #TalentRetention #Leadership #EmployeeExperience

𝐆𝐞𝐧 𝐙 𝐈𝐬 𝐍𝐨𝐭 𝐋𝐚𝐳𝐲. 𝐎𝐮𝐫 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐋𝐞𝐧𝐬 𝐌𝐚𝐲 𝐁𝐞 . . Many leaders misunderstand Gen Z sometimes. They call them lazy. They call them distracted. They say they lack commitment. But here is the real question. Are they avoiding work? Or are they avoiding outdated work cultures? The older generation often valued visibility. Long hours. Late evenings. Desk presence. Sitting in office for 12 hours looked like dedication. But Gen Z sees it differently. If quality work can be done in 4 hours, why stretch it to 12? For them, time is not proof. Output is proof. Presence is not performance. Impact is performance. This is where many senior leaders struggle. They measure discipline through old signals. They expect respect through silent compliance. They confuse boundaries with attitude. But Gen Z is asking different questions. What is the purpose? What is the outcome? What is the deadline? What is the real value of this work? They are not against hard work. They are against meaningless work. They are not avoiding responsibility. They are rejecting unnecessary exhaustion. 1️⃣ 𝐎𝐮𝐭𝐩𝐮𝐭 𝐨𝐯𝐞𝐫 𝐡𝐨𝐮𝐫𝐬. Do not judge them by desk time. Judge them by clarity, quality, and delivery. 2️⃣ 𝐏𝐮𝐫𝐩𝐨𝐬𝐞 𝐨𝐯𝐞𝐫 𝐩𝐫𝐞𝐬𝐬𝐮𝐫𝐞. They give more when they understand why. Meaning creates ownership. 3️⃣ 𝐁𝐨𝐮𝐧𝐝𝐚𝐫𝐢𝐞𝐬 𝐨𝐯𝐞𝐫 𝐛𝐮𝐫𝐧𝐨𝐮𝐭. Mental health is not a luxury. Personal time is not rebellion. Both are needed for sustainable performance. 𝘋𝘦𝘭𝘰𝘪𝘵𝘵𝘦’𝘴 2025 𝘎𝘦𝘯 𝘡 𝘢𝘯𝘥 𝘔𝘪𝘭𝘭𝘦𝘯𝘯𝘪𝘢𝘭 𝘚𝘶𝘳𝘷𝘦𝘺 𝘴𝘩𝘰𝘸𝘴 𝘵𝘩𝘢𝘵 89% 𝘰𝘧 𝘎𝘦𝘯 𝘡 𝘷𝘢𝘭𝘶𝘦 𝘱𝘶𝘳𝘱𝘰𝘴𝘦 𝘧𝘰𝘳 𝘫𝘰𝘣 𝘴𝘢𝘵𝘪𝘴𝘧𝘢𝘤𝘵𝘪𝘰𝘯 𝘢𝘯𝘥 𝘸𝘦𝘭𝘭-𝘣𝘦𝘪𝘯𝘨. 𝘎𝘢𝘭𝘭𝘶𝘱 2025 𝘢𝘭𝘴𝘰 𝘧𝘰𝘶𝘯𝘥 𝘵𝘩𝘢𝘵 71% 𝘰𝘧 𝘳𝘦𝘮𝘰𝘵𝘦-𝘤𝘢𝘱𝘢𝘣𝘭𝘦 𝘎𝘦𝘯 𝘡 𝘸𝘰𝘳𝘬𝘦𝘳𝘴 𝘱𝘳𝘦𝘧𝘦𝘳 𝘩𝘺𝘣𝘳𝘪𝘥 𝘸𝘰𝘳𝘬, 𝘯𝘰𝘵 𝘪𝘴𝘰𝘭𝘢𝘵𝘦𝘥 𝘸𝘰𝘳𝘬. This generation does not need fear-based leadership. It needs clear leadership. It needs efficient leadership. It needs emotionally intelligent leadership. An old-school leader controls through fear. A modern leader guides with empathy. A wise leader combines empathy with accountability. Maybe Gen Z is not the problem. Maybe they are holding up a mirror. To how we define work. To how we measure performance. To how we lead the future. Strong leadership is not making people stay longer. It is helping people contribute better. What belief about Gen Z needs to change first in leadership rooms? To your Leadership, Coach Vandana Dubey 𝐸𝑙𝑒𝑣𝑎𝑡𝑖𝑛𝑔 𝐿𝑒𝑎𝑑𝑒𝑟𝑠, 𝐸𝑛𝑟𝑖𝑐ℎ𝑖𝑛𝑔 𝑆𝑜𝑢𝑙𝑠 #ModernLeadership #GenerationalLeadership #EmotionalIntelligence