Introduction & Core Challenge of Generation Z
Generation Z: Raised between helicopter parents and smartphones, often facing a quarter-life crisis in their mid-twenties, yet seen as key drivers of the digital transformation in business.
For many HR professionals, Gen Z is a real challenge:
“They sign a contract – and never show up,” reports Sonja Schloemmer, Managing Director of the consultancy Schloemmer & Partner.
Back in 2014, Professor Christian Scholz titled the first chapter of his book:
“Z for Zombie” – a new generation that, with its values and expectations, is shaking up entire workplace cultures.
Buzzwords: Generation Z, helicopter parents, smartphone, digitalization, quarter-life crisis, Z for Zombie, work culture
🔍 Crisis of Trust & New Values
Low frustration tolerance, limited perseverance – because parents solved every problem. The result: the quarter-life crisis.
Consultant Benedikt Ahlfeld sees a societal imbalance:
Social media creates the illusion of a perfect life – and the reality check at work can hit hard.
Criticism isn’t communicated – instead: burnout, depression, resignation. To managers, Gen Z may appear disloyal or overly sensitive.
But according to Ahlfeld:
“They say no where earlier generations remained silent.”
Buzzwords: quarter-life crisis, social media, feedback culture, disloyalty, burnout, reality shock
🎯 Meaning & Career Aspirations
Gen Z asks: What’s the point? – not the company’s purpose, but their personal benefit matters. The key term: purpose.
“They only work for something that truly means something to them.”
Companies must show: Why do we do what we do?
Julia Zdrahal-Urbanek and Roland Falb see young people as highly committed – but with new career ideals.
It’s not just about salary or titles anymore – but about meaning, flexibility, and self-realization.
Buzzwords: purpose, value orientation, responsibility, self-fulfillment, flexible careers, digital individualists
🚀 Cultural Shift & Digitalization
Generation Z is digitalizing companies from the inside out.
“Offline doesn’t exist,” says digital consultant Christoph Magnussen.
Smartphones, cloud platforms, and collaboration tools are standard – not extras.
Whoever ignores this, risks losing young talent – and falling culturally behind.
World of Warcraft approach (Sonja Schloemmer): Break tasks into levels – gamify progress and success.
Buzzwords: digitalization, collaboration tools, World of Warcraft method, feedback, gamification, chat culture
✅ Conclusion & Recommendations for Action
Generation Z isn’t lazy – just differently motivated. Those who understand them gain dedicated employees with a strong value compass and high performance standards.
Action steps for companies:
Communicate meaning, not just structure
Allow flexibility
Actively use digital tools
Frame feedback as coaching
Build trust instead of control
The cultural shift is here – shape it actively.