Defined as the generation of people born in the late 1990s to early 2000s, Gen Z makes up about 20% of the U.S. population. Hi, I’m Grace and part of Gen Z (born 1999). Our unique perspective has begun to leave a significant mark in many ways, and in my case, in accounting, by building business through our digital knowledge, value of purpose, and flexibility.

Meet your firm’s digital natives

Gen Z was the first generation to be exposed to technology in our formative years. I received my first smartphone in 7th grade; early exposure led to a significant comfort level with a multitude of devices and new uses of technology. Gen Z uses these devices for not only communication, but also learning, entertainment, and social interaction.

Growing up in a digital world provided Gen-Zers with strong digital literacy skills. For example, we learned how to critically evaluate online information, navigate digital interfaces, and quickly adapt to new technologies. As a result, we’re equipped to provide efficient solutions to businesses through technology.

Gen Z can be considered social media pioneers. Social media platforms, such as Instagram and TikTok, play an integral role in building business in the 21st century. Consuming a large amount of content on these platforms, Gen Z preferences and behaviors influence the development of new technology and trends. Companies and marketers can look to Gen Z to understand future consumer expectations and preferences. To avoid any “cringe” (embarrassing) or “cheugy-ness” (outdated), consider consulting your closest Gen-Zer.

Bringing the value of purpose

Gen Z places a strong emphasis on purpose-driven business practices. We require a different approach by prioritizing purpose, authenticity, and loyalty. We seek employers with green flags—signals indicating positive aspects—such as prioritizing employee well-being, diversity, inclusion, and opportunities for personal and professional growth. This encourages employers to provide support and benefits for mental health and promote community wellness. Supportive and inclusive workplace cultures can foster stronger connections and loyalty among Gen Z employees.

Gen Z prioritize meaningful work and seek employers whose mission aligns with their personal values. We are more likely to be engaged and motivated in our jobs when we feel employers are contributing to a greater purpose beyond just financial gain.

Purpose matters to Gen Z because it reflects our values, enhances job satisfaction and engagement, and shapes our perceptions of corporate responsibility. Many individuals place an emphasis on a workplace where they can experience a “glow-up:” Gen Z when someone undergoes a significant transformation.

Gen Z and building business

With the younger portion of the Gen Z still in college, more of us will be joining the workforce over the next few years. The better you understand this generation, the more likely your business is to use, and capitalize, on their skills.

Shortly after my start date, I was presented with the opportunity to sit in on a new client meeting. This led to my first client and immediately started building what is now a 3-year client relationship.

Presenting an opportunity to Gen Z employees promotes growth and company inclusivity. Here are several ways we can help build business:

• Implementing mentorship programs to bridge the generational gap.
• Involvement on client scope meeting with Gen Z clients.
• Use our natural, tech-savvy skills to enhance productivity, stay ahead of trends, and promote work-life balance.
• Include us on digital projects and leveraging new software.
• Networking opportunities.

Seeking flexibility is important

In our post-pandemic world, remote or hybrid work options are more common. Many Gen Zs are accustomed to seamless connectivity and are more comfortable in a non-traditional setting. Flexible work environments allow employees to work on projects that align with their interests, and collaborate with others regardless of their physical location.

Accelerated technology advancements and economic shifts are not new to Gen Z; we have learned to be adaptable to change. Flexibility in a business is highly favorable to Gen Z because flexibility supports a good work-life balance and career development.

As Gen Z continues to mature and evolve, their impact on the business will continue to grow. The slang and trends may be confusing to some. However, we will continue to see rippling effects in business as Gen-Zers continues to dive further into their careers and aspirations.