Each generation has its own traits, but Gen Z is standing out with its unique values and expectations. Many in this young generation are outspoken about what they won’t accept, and these few things are at the top of their list.
Poor Work-Life Balance
In the past, it was always encouraged to work as much as possible, but Gen Z prioritizes finding a balance. They’ll never sacrifice their personal well-being for career success, and if their employers fail to offer flexible working conditions and support for mental health, they’ll take their skills elsewhere.
Irrelevant Marketing
Gen Z has a keen eye for out-of-touch marketing, believing that brands should stay current to appeal to their generation. They also appreciate innovative advertising, such as personalized interactions from brands, rather than generic advertising. Without providing this, brands will struggle to keep up with Gen Z as an audience.
Lack of Personalization
When it comes to their obsession with personalization, Gen Z doesn’t just expect it from advertisers. They also expect tailored experiences, software, and content algorithms, refusing to engage with any ‘one size fits all’ products or services. In their opinion, everything should be designed around their preferences.
Environmental Negligence
Some of the hottest topics for Gen Z are climate change and environmental sustainability, and they won’t stand for being ignored. Forbes suggests that people who want to earn the trust of Gen Z should never underplay these concerns, as the youth passionately demand measurable action to protect their planet.
Outdated Social Norms
Due to their progressive nature, traditional social norms and stereotypes do not sit well with Gen Z. They will always be quick to challenge outdated ideas about gender roles, relationships, and societal expectations, seeking a more inclusive and progressive approach to how people live and interact.
Lack of Inclusivity
Another non-negotiable for Gen Z is inclusivity. They expect diversity in all areas of life, believing that any workplace, space, or media representation should include all demographics. They will become furious in the face of any discrimination or exclusion, which most people see as a positive attitude.
Political Apathy
Gen Z is perhaps the most politically active generation to this date, so they won’t tolerate political apathy. They’re highly involved in social justice issues and expect others to be as well. Indifference to political matters or social injustices is seen as complacency, which is unacceptable to them.
Excessive Consumerism
Despite some Gen Z’ers being incredibly materialistic, most of Gen Z tries to avoid excessive consumerism. They prefer experiences over material possessions and are conscious of the environmental impact of their purchases. Their favorite brands are those that adopt minimalism and sustainability into their business practices.
Lack of Digital Presence
Due to the social network platforms they grew up with, having a digital presence is essential for Gen Z. Brands and individuals who fail to maintain an engaging and relevant online presence risk being ignored completely, as Gen Z lives and breathes online, expecting the same from others.
Ignoring Mental Health
Another thing Gen Z will not tolerate is the mental health being ignored. Unlike past generations, they have grown up learning about mental health, and know that prioritizing it is important. They expect open discussions and support systems, and anything less will disappoint them greatly.
Shady Business Practices
In the past, sneaky business tactics were considered smart, but for Gen Z, transparency in all areas of life is critical. They expect honesty and ethical behavior from the companies they support, and anything less will quickly lead to the company being boycotted.
Resistance to Change
Gen Z embraces innovation, so they get frustrated when older people are resistant to new ideas and technologies. They believe that adaptability and a forward-thinking mindset are key in life and that staying in the past will only lead to people being left behind.
Dismissal of Creative Expression
A lot of older people deem contemporary art to be nonsense, but Gen Z couldn’t disagree more. They see great value in creative expression, and they will, therefore, reject environments that discourage such individuality. This may seem new, but in reality, it’s similar to the hippy movement of the ‘60s.
Poor Customer Service
One of Gen Z’s characteristics is actually rather similar to that of boomers: they have little tolerance for poor customer service or disrespectful treatment. They believe that just because they’re young does not mean they should be undermined, and they are not afraid to call out those who fall short.
Lack of Social Responsibility
Another thing Gen Z doesn’t have time for is a lack of corporate social responsibility. To ensure this, Gen Z will only support businesses that contribute positively to society and take a stand on important issues. Once again, the solution otherwise is to boycott them.
Misinformation
Unlike millennials, Gen Z grew up with fake news from day one, so they’ve learned to detect and despise the spread of misinformation. They always check for credible sources and will be quick to fact-check people during conversations, which, in the opinion of boomers, can quickly become annoying.
Exclusion from Decision Making
Gen Z wants to be involved in decision-making processes in the workplace, seeing themselves as just as independent as adults. They won’t settle for not having their voices heard and their opinions considered, even in more casual situations, such as when living with their parents.
Out-Of-Date Memes
Sometimes, millennials and boomers attempt to use memes in order to capture the attention of Gen Z through their companies’ marketing campaigns. However, memes change fast, and Gen Z cannot stand ‘dead memes,’ seeing unsuccessful attempts at engagement to be out-of-touch and ‘cringe.’
Disrespect for Privacy
One of the most admirable non-negotiables for Gen Z is privacy, which most people can agree is positive. Their parents grew up willingly selling their personal data to online businesses, which they find outrageous. They’re far more cautious about how their data is used, expecting complete transparency from companies.
Failure to Address People By Their Pronouns
Back in the day, there were only two pronouns: he and she. However, views on sexuality and identity have changed significantly in recent years, and in line with this, LGBTQ+ communities demand their own pronouns. While boomers struggle with this concept, it’s something that Gen Z sees as a necessity.
Inauthenticity
Above all, Gen Z values transparency and authenticity in all areas of life. They can spot insincerity from a mile away and have no patience for brands, influencers, or individuals who are faking it, so if you want to win Gen Z over, be real and offer respect and loyalty.