Z.LAB is an on-going experimental study, led by Hotel Institute Montreux faculty to better understand, teach, support and guide the new generation called Gen Z.
Z.LAB is also a tool for companies to better recruit, train and motivate a generation of digital natives, with higher expectations and stronger sensitivity regarding the workplace.
With the full agreement of our students, coming from 50 different countries, we are sharing with you their ideas and opinions about themselves and about the future.
2019 Gen Z study Results
During 10 months, students in Digital Marketing were asked to write blog posts to explain to future recruiters, their opinions about their own generation.
The best blog posts have been published and we have today more than 50 blog posts written by Bachelor and Master students, coming from 27 different countries.
THEY FEEL UNLOVED
Most studies are negative about Gen Z. They are considered asocial, addicted to technology and lazy. It seems that they are only defined by their mobile phones. Teachers claim they are unable to take notes; recruiters criticize their lack of professionalism and supervisors think that they are not hard worker. It’s quite common for older generations to criticize new comers but it has never been done so obviously. Is it the right way to welcome a new generation that will have to solve dramatic issues like climate change?
THEY ARE LOOKING FOR MEANING AND ORDER EVERYWHERE
Bombarded with information, it has been shown that Gen Z’s attention span is less than 10 seconds. Does this mean that they are not interested in anything or that, on the contrary, they filter everything with a common goal: to make sense!
Indeed, access to new modes of communication has structurally changed the way the new generation communicates. They must sort through all those data, make choices, understand what is important and what is less important.
THEY ARE AMBIVALENT
Gen Z seems over-confident, believing that tomorrow world is going to be very different and they will be the only ones able to navigate in this new environment. At the same time, they express their fears regretting the carelessness of a world without terrorism, without climate change and without economic instability. They often draw the conclusion that certainty no longer exists, that both global companies and countries can be destabilized very quickly and collapse.
TECHNOLOGY IS A TOOL, NOT AN END
Gen Z refused to be defined only because of their access, knowledge or addiction to technologies. They consider technology as a mean to go further, faster and better. Older generations consider Gen Z like impatient who like to zap from one new trend to another one. But, they were born in a world that is constantly changing and moving. Parents, older siblings and even grand-parents, we are consumers of fast-fashion. Gen Z did not create this situation.