How does Gen Z differ from previous generations?
Digital skills are higher than previous generations, with constant connectivity to the internet and social media, which has shaped their values, identity, and behavior. Gen Z values openness, tolerance, inclusion, and diversity. Compared to Millennials, they use an average of five screens, whereas Millennials use three. They are so-called "digital natives" and prefer digital communication through messaging and avoid phone contact.
Understanding Gen Z is crucial for companies
They now make up the largest consumer group globally and are now taking over the Swedish labor market. Since this target group is so large in both working and consuming age, it is essential to understand this generation. They spend a significant amount of time online on social media, so companies that want to sell products need to meet Gen Z where they are.
Generation Z and worklife
Generation Z will make up 32% of the working population in Sweden by 2030. Gen Z is less likely to pursue further education compared to Millennials and prioritizes work and improving their economy directly. Flexibility, work environment, and personal development are essential in their worklife.
To succeed in reaching the Gen Z target group, companies and organizations need to have a digital presence on social media where Gen Z spends a lot of time, and engage in authentic communication.
Sources: Svensk handel, SCB
