originally posted to www.carnsight.com

Gen Z isn’t just on the way – they’re already here. They’re your customers. They’re your colleagues. They’re your employees. And in 2025, they make up 27% of the global workforce. 

This generation, currently aged 12 to 27, is already the largest globally, with around 2 billion people according to the UN. They’re not just influencing culture, they’re creating culture.  

So, what are they telling us?

1. They want work-life balance… REAL work-life balance

This isn’t about being lazy. It’s about setting boundaries. Gen Z has grown up watching burnout being glorified and mental health being overlooked. They’re not interested in repeating that cycle. They want flexibility, autonomy and a workplace that respects their time and energy. If your business still equates long hours with loyalty, it’s time to rethink. 

2. For them, brands actually caring is the bare minimum

Gen Z can spot inauthenticity a mile off. They’re not impressed by token gestures or vague values. They want to see real action on things like sustainability, diversity, mental health and more. If your brand says it stands for something, you need to be able to back it up… because you bet they’re going to check. 

3. They want purpose-driven business

Profit doesn’t cut it. Gen Z wants to work for and buy from companies that are driven by purpose. That doesn’t mean you need to save the world. But it does mean you need to stand for something meaningful and make it part of your everyday operations, not just your marketing. 

4. They won’t buy your false promises

They’re a generation that’s frankly deeply sceptical. We live in a world of misinformation, greenwashing and broken promises. So if your business says one thing and does another, they’ll notice and walk away.  And they’ll probably talk about it.  

5. You can ignore them – but that’s your mistake to make

You can call them lazy. But if you do, you’re missing the point. Gen Z is redefining what work looks like, what leadership means and what success should feel like. They’re a generation working towards building better systems. Out of complete necessity (see the climate crisis). And if you’re not willing to adapt you’re going to face the consequences.  

What Can You Do? 

• Listen more. Not just in surveys or exit interviews – find your Gen Z employees and colleagues and customers and really listen.  

• Be transparent about your values, your challenges and your progress.  

• Invest in a culture that supports wellbeing, encourages growth and reflects your genuine values. 

• Make sure your mission isn’t just a statement on your website, but actually informs every decision.  

It’s snuck up on us, but Gen Z aren’t the future anymore. They’re the now. 

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.