Don't 'Pay Your Dues,' Gen Z

 

What are Generation Z's values?

 

Generation Z values authenticity, inclusivity, and purpose-driven work. They also prioritize diversity, mental health, and social and environmental responsibility, seeking stability and fulfillment over purely financial gain. This generation is known for being pragmatic, collaborative, and digitally connected, expecting brands and employers to be transparent and align with their strong values.

Core Values & Priorities:

 

    Authenticity:

    Gen Z values being true to oneself and seeks authenticity in individuals, relationships, and brands.

 

Diversity and Inclusion:

They embrace diversity in all forms and expect organizations to reflect inclusive values and leadership.

Purpose and Impact:

They are driven by a desire for meaningful careers and contributions to society, especially concerning climate action and social justice.

Mental Health Awareness:

This generation prioritizes well-being and expects support and open communication around mental health.

Social and Environmental Consciousness:

They are concerned about issues like climate change, racial equity, and gender equity and expect companies to demonstrate commitment to these causes.

 

Workplace & Financial Values:

 

    Fulfilling Careers:

    Gen Z seeks careers that provide meaning and purpose, not just high salaries, with job stability being a key focus.

 

Stability:

Having experienced economic uncertainty, they value job stability and may be more cautious than previous generations in their career choices.

Flexibility and Collaboration:

They value flexibility in work and appreciate collaborative environments but also seek connection and personal interaction within digital systems.

 

Communication & Interaction:

 

    Digital Fluency:

    They are digitally native and expect modern, functional digital systems, but also value personal connection and clear communication.

 

Transparency:

Gen Z demands transparency from brands and employers in their practices and communications.

Pragmatism:

Raised during economic stress, they are analytical and pragmatic, focusing on practical solutions and future stability.

 

 

“Suzy Welch asks "Is Generation Z Unemployable?" (op-ed, Sept. 25). A better question: Will companies design workplaces where young workers can flourish?

 

Early in my career, I "paid my dues" in jobs that didn't fit with who I was. I worked hard but underperformed -- thanks to misalignment, not apathy. Once I found a role that energized me, I became a new man on the job. I see the same thing daily as I train revenue teams across generations: When a person's wiring, values and work align, "quiet quitting" flips into high performance.

 

Companies know how to do this. It's called marketing. You don't tell customers to adjust their values until they like your product. You tailor your product to meet them where they are. When it comes to the most important customers -- employees -- corporate leaders forget how alignment works. Why?

 

Gen Z's values aren't liabilities to manage; they're assets to mobilize.

 

Self-care drives sustainability.

 

Authenticity fuels trust.

 

Altruism builds team cohesion.

 

Paying dues won't make them stronger -- it'll make them leave.

 

Logan Bradford

 

Lindon, Utah” [1]

 

1. Don't 'Pay Your Dues,' Gen Z. Wall Street Journal, Eastern edition; New York, N.Y.. 10 Oct 2025: A14.