The document discusses Generation Z's work expectations, highlighting their desire for good salaries, work-life balance, and meaningful jobs. It emphasizes that businesses need to adapt to the preferences of this generation, as only 23% currently have strategies to attract them. Proposed changes include creating flexible, tech-enabled environments and fostering purpose-driven organizational values.

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

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

8. iema.net
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