What makes Generation Z unique?

Most like the silent generation that experienced the Great Depression, Generation Z likely will consider work a privilege and believe you earn your own way through hard work and long hours, with promotions the result of tenure and productivity. Although most of Generation Z — 81% — believe they must obtain a college education to achieve their career goals, they will not go into debt like millennials have to obtain their degrees. Generation Z will most likely enter the workforce quickly and look for other avenues outside of school loans, such as ROTC and employer benefits to pay for education. Having witnessed their own Gen X parents’ losses during the Great Recession, they are more mindful of financial issues and future careers and are concerned about acquiring debt right into early adulthood.

Meanwhile, and versatility, instead. Another key difference between Generation Z and their millennial elders is screen time. While both generations are digital natives — with the versatile tech skills many employers seek, Generation Z prefers face-to-face meetings as opposed to virtual meetings that millennials prefer. Millennials also are online using PCs and tablets at a higher rate than Generation Z (7.43 hours per day vs. Gen Z at 7.25 hours). Apps like Snapchat have changed the way people process information, leading Generation Z to process information faster. These apps will change the way publications are written, with readers getting just the snippets of information they want when they want it. At the same time, only 22% of Gen Z trust posts by companies on social media, and 13% trust text messages from companies. Generation Z has a higher amount of trust — 53% — in consumer-written online reviews and professionally written online reviews — 59%. When it comes to online ads, Generation Z will make as much effort as possible to avoid them. Read more about Strauss and Howe’s generational theory .