From Memes to Markets: Gen-Z is redefining the future

Gen-Z's integration into the workforce and influence on marketing trends are challenges for most enterprises.

Have you ever marvelled at how effortlessly someone born between 1996 and 2010 operates a smartphone or surf social media? This generation, known as Gen-Z, is entering adulthood in a hyper-connected, technology-driven world. They are rewriting the rules of work and consumption, and also reshaping industries with their distinct habits and preferences.

As the largest generational cohort, comprising 30 percent of the global population and 27 percent of India’s population, Gen-Z is a force no one can ignore. Their integration into the workforce and influence on marketing trends are challenges for most enterprises.

With over 60 million Gen-Zers set to enter the global workforce in the coming couple of years, the scale of their impact is immense. In India, where over 50 percent of the population is under 30, this generational shift is even more pronounced. Gen-Z is entering industries at a time when India’s digital economy is booming, projected to reach $1 trillion by 2030. Their tech-savvy nature, cultivated by growing up with smartphones and the internet, is an unparalleled asset.

Gen-Z: A Force to Be Reckoned With

Studies show that 78 percent of Indian Gen-Z employees believe their technological skills give them an edge in the workplace. This is particularly evident in IT, e-commerce, and digital marketing, where their ability to adapt to emerging tools and platforms outpaces older generations. IT sector is projected to grow at 8.4 percent annually, and companies in this field are increasingly relying on young professionals to fuel innovation.

For Gen-Z, connectivity is second nature. Smartphone penetration has skyrocketed to 84 percent in urban areas and 52 percent in rural areas. Gen-Z spends an average of 8 hours daily online, with a significant portion devoted to social media and digital content. This “always-on” life fuels their productivity and adaptability to fast-paced situations or work.

The ability to multitask and consume information on demand gives them a strategic advantage in marketing and communications roles. According to Deloitte, 55 percent of Gen-Z professionals cite social media as their primary news source.  They are the ones who make the Zuckerbergs billionaires. This also means that they are better equipped to handle roles that require trend monitoring and instant decision-making – essential for industries like advertising and content creation.

Traditional education is no longer the default path for Gen-Z. Rising education costs and the burden of student loans have encouraged a shift towards alternative learning methods. According to the India Skill Report, only 47 percent of graduates are considered employable, highlighting the gap between traditional education and industry requirements.

Rewriting the Rules of Work and Consumption

Online education platforms like Upgrad, Unacademy, and Coursera have emerged as game-changers. These platforms reported a 60 percent increase in Gen-Z enrollments during 2021-2023, reflecting their preference for skill-based learning over formal degrees. Also, programmes offering certifications in high-demand fields such as data analytics, UI/UX design, and AI are thriving. Globally, this shift is mirrored by a 26 percent increase in vocational training enrollments, as reported by UNESCO.

Internships and entrepreneurial ventures are also gaining popularity. A survey by Internshala revealed that 72 percent of Gen-Z students in India prefer internships over traditional job training. Clearly,  the intent is to gain hands-on experience.

Social media is where Gen-Z spends much of their time and money. Instagram and YouTube dominate, with 92 percent of them reporting daily use of at least one platform. Social commerce is gaining momentum, and Gen-Z leads this charge. According to Bain & Company, social commerce in India is expected to grow at a CAGR of 55 percent, reaching $70 billion by 2030. Instagram ads and influencer collaborations are particularly effective in engaging this demographic.

The Click-through Rate (CTR) for Instagram ads targeting Gen-Z is 20 percent higher than other age groups, as per Hootsuite. Despite the ban of TikTok here, its alternatives like Chingari and Roposo continue to thrive, where Gen-Z  forms 65 percent of their user base. Globally, they influence $143 billion annually in direct spending, making them a lucrative target for brands that master the art of social engagement.

The pandemic has redefined workplace norms, and Gen-Z is uniquely positioned to thrive in the era of remote work. According to a McKinsey report, 80 percent of employees in this generation value flexibility in where and how they work. In India, where urban commutes are lengthy and stressful, remote work has been a welcome change. Tools like Slack, Zoom, and MS Teams are second nature to these professionals.

However, remote work also poses challenges for maintaining company culture and employee engagement. A survey by PwC found that 62 percent of Gen-Z employees feel less connected to their teams in a remote setting,  indicating that high touch is also needed with high tech. Companies will need innovative plans for the hybrid work world. Globally, they are taking note. Tech giants like X and Shopify have embraced permanent remote work models, while others like Amazon insists on normal back to office model. Gen-Z’s comfort with digital tools makes them ideal candidates for such roles, but their yearning for social interaction also suggests that hybrid models may best suit their preferences.

Should this affect the future of marketing?

Gen-Z’s influence as both consumers and employees is transforming marketing strategies worldwide. Their preferences for authenticity, personalisation, and ethical practices are instrumental in how brands communicate. In India, 71 percent of Gen-Z consumers say they are more likely to buy from brands that align with their values, according to KPMG.

Sustainability and inclusivity are particularly important to this demographic. Globally, 62 percent of them prefer to buy sustainable products, even if priced higher. Brands like Tata Tea and FabIndia have successfully tapped into this ethos by highlighting eco-friendly and socially conscious initiatives in their campaigns.

In the always-on era, Gen-Z’s engagement patterns demand innovative approaches. Perhaps, interactive content such as polls, quizzes, and gamified advertisements might resonate well with them to increase engagement rates.

As Gen-Z becomes a dominant force in the workforce and marketplace, their impact will reshape industries and societal norms. More so in India, where we will soon see more innovation in education, marketing, and workplace practices.

Globally, the trends set by Gen-Z signal a shift towards a more adaptable, value-driven, and tech-centric world. Whether it’s rethinking traditional education, embracing flexible work models, or transforming marketing plans, businesses that understand and align with this generation’s preferences will thrive.  Whether we like it or not, Gen-Z is not just the future – they are the architects of a new era. They aren’t just navigating the future; they're coding it, posting it, and making it go viral!