Gen Z: A Generation to Look up to Survey Study – Backgrounder

General Information

  • Canada’s first national survey about Generation Z (born 1996-2012)
  • First time this generation’s values, expectations, and motivators have been explored
  • The data is rich and insightful
  • The survey covers four categories: work & career expectations, technology, education & learning, and lifestyle
  • The survey results are important for a broad range of industries, including educational institutions, government, private sector organizations, start-ups, and not-for-profit organizations
  • Understanding those in Gen Z and how to tap into their values, expectations, and motivations will have implications on organizational strategy, talent management, recruitment, retention, leadership practices, sales, and customer service

Study metrics

  • Study was done by Environics Analytics for n-gen People Performance
  • Data was analyzed and compared across several metrics, including gender, and teen Gen Zs (14-17 years old) compared to adult Gen Zs (18-21 years old)
  • There was very little variance across metrics, revealing a clear consensus in the data
  • Data was collected from 600 people in Generation Z across Canada, representative of all provinces and both official languages
  • All respondents were born after 1996
  • Ninety-four percent are full-time students; 6 percent are part-time students
  • Twenty-two percent are employed full time, and 35 percent work part-time
  • An equal number of men and women completed the survey and 1 percent represented all other genders

Study Highlights

  • Generation Z is loyal and values security in the workplace
  • Generation Z workers have traditional values
  • Generation Z is balanced, realistic, and optimistic
  • To attract Gen Z talent, employers must understand this generation’s need for stability

About n-gen People Performance

  • n-gen is one of Canada’s leading generational research specialists
  • For more than 15 years, n-gen has been a well-known, highly regarded training and consultancy firm that’s helped countless businesses with recruiting, retaining, and engaging a multigenerational workforce, change and performance management, workshops, keynote presentations, and more
  • n-gen has an unparalleled understanding of each generation and its impact on the workplace
  • n-gen has worked with 18 of the top fortune 500 companies
  • More than 60,000 people globally have experienced an n-gen workshop or presentation

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