Generation Z is in its boycott era.
They also stick to their guns when it comes to applying — or not applying — for certain jobs when companies don’t align with their beliefs, according to Gen Z experts and professionals.
Although previous generations understood that where one makes their money doesn’t have to be somewhere they inherently agree with, Gen Z places a higher value on their principles.
A recent TikTok, for example, highlights the movement. The designer said he was quitting his job at Starbucks and judging every customer who still ordered from Starbucks.
Starbucks was criticized and boycotted during the war between Israel and Hamas by supporters of both sides. Pressure against the company has also increased since 2022 in response to anti-union tactics.
As a result, it has become very frowned upon by a large part of young people on social networks to show themselves ordering from the chain. Other companies recently avoided include McDonalds, Pizza Hut, Hyundai, HP and Siemens.
Some companies may be starting to realize this and change. Deloitte, for example, committed to environmental sustainability and social equality following its 2023 Gen Z and Millennial Survey, which found that younger generations are demanding more from employers on these issues. 77% of Zoomer survey respondents said the importance of working at a company whose values align with theirs.
Gen Z told Business Insider they will reject certain companies that don’t meet their expectations when it comes to LGBTQ+ issues, global conflicts, and policies — or lack thereof — around work-life balance and leave.
Karim Adib, for example, a Zoomer who works as a public relations specialist at ClickThrough Marketing, told BI that Gen Z is very aware of their impact on the world, including how they make money.
Growing up with the internet and starting their careers in a remote work environment has given this generation more options, he said.
“With these options, we no longer need to join companies that don’t fit who we are, because there are many companies that do that and that we can apply for,” he said.
Omar Taleb, a Gen Zer who graduated last year, told BI he was surprised to learn how much he cared about a company’s values when considering job opportunities.
He never considered his employer “as the barometer of morality,” he says, but since the pandemic, the Black Lives Matter protests after the death of George Floyd and the ongoing conflict in Gaza, “neutrality seems so dated,” he says.
“We had no choice but to care about the ethics and principles of a business,” he said. “A company with stated values and actions to support those values tells me that they see themselves as a force for good in society. It makes it that much nicer to show up to work and put in the hours.”
Get completely to work
Erin McGoff, a filmmaker and TikTok creator who creates content on life and career advice, told BI that Gen Zers aim to bring “their whole being to work.”
Traditionally, with previous generations, there was a separation between work and private life, such as not discussing one’s personal life or politics in the office.
But Gen Z, McGoff said, wants their workplace to align politically — so they need to talk about it. At the same time, they are big proponents of work-life balance – coining the term “lazy girl jobs“and believe in the benefits of”stop smoking quietly“.
“They want to dedicate themselves entirely to work, but they also don’t want work to be their life,” McGoff said.
Adib said issues close to his heart include social equality and giving everyone a fair chance.
“I cannot associate or work with a company that contributes in any way to increasing social inequality, because no amount of salary can stop feeling like you are making someone else’s life harder by doing your working 9 to 5,” he said.
Generation Z at work (archive image). Getty Images
Gabrielle Yap, 26, said Generation Z grew up in an era where information was available 24/7.
“We’ve seen the good, the bad and the ugly of various businesses across social media, news and other channels,” she said.
“That means we’re pretty in touch with what’s going on behind the scenes, and we’re not just looking for a flashy brand or a big payday. We want to align ourselves with companies that preach through ‘example, so to speak.’
Whether it’s social justice initiatives, environmental policies or promoting diversity and inclusion in the workplace, Yap said she wants to feel like she’s contributing to something meaningful at work.
“I want to see tangible evidence that the company is committed to these values,” she said. “It’s no longer just about making a profit, it’s about making a difference.”
A study by Bright Network, a networking service that connects recent graduates and students with employers, found that sustainability was an important consideration for 92% of young job seekers who wanted the companies they applied for to are moving towards net zero status.
A recent survey by legal recruiters Major, Lindsey & Africa also found that when considering an employer, 60% of Gen Z lawyers thought pro bono work was of high importance.
“Our generation was also fortunate to know that the world is not limited to our immediate surroundings,” Adib said.
“This is how we understood that your work affects other people in the world, the environment and perhaps even future generations.”
Shake up what we talk about at work
Khalid Machchate, president of K&W Technology Group and a millennial who hires Zoomers, told BI that politics, money and even religion have become workplace discussion topics for Gen Z, “which would have been unfathomable to previous generations.
“The company’s public position on these issues, as well as the opinions of leadership, affect the organization’s ability to hire Gen Zers,” he said.
This cohort also tends to quit “pretty quickly,” he added, if their organization doesn’t align with their views.
Taleb told BI it wasn’t that he wouldn’t apply for certain jobs, but he would wonder how long he could last in an environment he didn’t agree with.
“Especially as a gay man of color,” he said. “Sitting in an office and pretending that the social fabric isn’t fraying doesn’t work for me and the rest of my generation.”
Yap told BI that transparency is something she greatly values in the company she works for. This includes what its policies are, as well as its shortcomings.
Overall, she appreciates a good company culture – a place where she feels “valued, supported and empowered to grow both personally and professionally.”
“A company’s principles, ethics and values play an important role in shaping its culture,” she said. “When these values align with mine, it creates a sense of belonging and purpose that goes beyond just punching the clock each day.”
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