How is Gen Z driving shifts in how we all live, work and play?

Most Gen Z are focused on earning an income, versus building a company. They are not necessarily excited about building your company for you either. Gen Z is building on what millennials started in pushing back on the hustle culture of the boomer and Gen X eras. Re-evaluating priorities since the pandemic hit, many Gen Z consumers and employees are reprioritizing their time and wallet to wellbeing. This will bleed into decisions they make around what and where they buy, and who they choose to work for. What will this mean as Gen Z moves into future life stages? How will this perspective alter how they think about marriage, how they parent and raise children, and where and how they will choose to live in the future?

Fair and equal pay and salary transparency will continue to become more of a norm. Gen Z will increasingly evaluate businesses they buy from and work for based on fairness of pay (i.e., current and historical discrepancies in gender pay, comparable worth between senior and junior roles). But this thinking goes well beyond pay ranges and titles. The level of radical transparency that is becoming the expectation trickles down to the individually named person. Gen Z expects authenticity, transparency and integrity in every aspect of their lives — from who they bank with, who they buy from, who they work for and where they live and play.