Building Meaningful Connections Across Work and Life
Our client wanted to better understand Gen Z—what motivates them, how they see the world, and what they expect from employers and brands. With this generation (generally born between 1997 and 2012) stepping into adulthood and beginning their careers, they’ve quickly become a key focus for organizations looking to hire, engage, and market to them more effectively.
Yet for many, Gen Z feels like unfamiliar territory. Their views, habits, and communication styles differ significantly from previous generations. This research set out to bridge that gap, capturing global sentiment and values to help our client connect more authentically with this emerging group.
Survey design took a 360-degree view of Gen Z life, asking for reactions to a wide range of topics from education and career to social issues and future aspirations. The research included a sizable sample across 40+ countries, with responses gathered via online survey from participants of varied education levels, incomes, and genders.
To complement the quantitative data, we also conducted one-on-one moderated interviews. These conversations allowed us to probe deeper into sensitive or complex areas, building a rich qualitative layer of quotes and emotional insights that added context and depth beyond the numbers.
The result was a comprehensive Gen Z blueprint. Our client used it internally with hiring managers to better attract and onboard young talent, with an eye toward future proofing their workforce. Marketing teams also leveraged the insights to fine-tune messaging and improve relevance with Gen Z consumers—positioning the brand for stronger connection and long-term growth with this influential segment.
