Report Reveals Gen Z Work Styles and Trends

Universum’s latest research report, Generation Z Grows Up, shows the next wave of digital natives are optimistic about the future and fascinated by entrepreneurship.

The global leader in employer branding, Universum surveyed approximately 50,000 young people (born between 1996 and 2000) across 46 countries about their future careers, fears about work, and attitudes about higher education, among many other topics – insights hiring companies can use to attract and retain the next generation of digital natives. A copy of the full public report, Generation Z Grows Up, is available online.

Gen Z has grown up with unparalleled access to information, as well as a near-effortless ability to interact with and influence others online. Gen Z’s comfort and facility with all things digital empowers them, giving them the sense that anything is possible. Now, global employers aiming to recruit and retain these young digital super-natives must study this newest generation’s ambitions and work styles.

Gen Z Career Insights Include:

  • Optimistic spirit: This generation thinks anything is possible; 65 percent are hopeful about the future.
  • Values at work: Nearly 4 in 10 fear they won’t find a job that matches their personality. This desire to be themselves and express their personality at work is critical for employers to heed.
  • University alternatives. Only 15 percent accept the idea of foregoing university outright, but 47 percent say they would “maybe” consider the notion of joining the workforce instead of pursuing college/university. Investing in training and development is a new imperative for employers.
  • Entrepreneurial mindset. An impressive 55 percent say they are interested in starting their own company – a figure that’s even higher in emerging markets. How will large global organizations recruit and retain this start-up generation?

Generation Z Grows Up includes recommendations for employers based on global figures. More granular data (e.g. findings by gender, region, country and industry) are available for purchase.

About Universum

A global research and advisory firm, Universum’s mission is to help employers excel in recruitment and retention by ensuring improvements to their employer brands.

Universum is a trusted partner to 1700 clients, and co-operates with 2000 universities worldwide to conduct research on the career and employer preferences of top talent. For more information, visit

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