Generation Z: What employers in Asia need to know

Updated: Oct 2, 2021

ASIA PACIFIC: A new study from McCann Worldgroup has revealed that Asia’s Generation Z, which is just entering the workforce currently, is confident in spurring change and paving its own path.

McCann Worldgroup Asia Pacific released regional findings from its study Truth about Gen Z, which explored the attitudes and behaviours of the youngest generation in the workforce. Unlike earlier generations, it believes it has the power to generate changes in culture, values creativity, and brand empathy.

Globally, 74% of Gen Zs believe their generation has the power to influence a brands’ actions for the better, but this sentiment exceeds 89% in Asia Pacific alone. Singapore and Indonesia's Generation Z workers had even higher rates of self-belief, scoring 91% and 95% on this metric respectively.

According to the study, 69% of Generation Z from Asia Pacific is always looking for the "next cool thing". Thailand ranked highest in this metric globally, with 84% of its Generation Z population admitting to that search. Generation Z expects brands — and employers — to fuel their creativity by mixing genres, styles, and local cultures.

While the study is aimed at brand marketers primarily, there is plenty to also unpack for HR as the custodians of their organisation's employer brands. Firms will need to create more creative roles and get innovative when promoting jobs to Generation Z, given 77% of them are engaged in creative activities when offline, and 48% do creative activities on a daily basis — a report by social media platform, Snapchat, has confirmed.

Furthermore, the McCann study revealed that 77% of Asia Pacific's Generation Z agreed that they themselves have a responsibility to make a positive contribution to their communities.

Employers should therefore be taking corporate social responsibility seriously, as this will further to help connect them with their younger workforce. Firms can embrace strong CSR as part of competitive growth strategies rather than just an initiative.


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