Savanta | The Future of Gen Z: Harnessing the Power of Humanity (eBook Vol.2)
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<strong>Harnessing</strong> <strong>the</strong><br />
<strong>Power</strong> <strong>of</strong><br />
<strong>Humanity</strong><br />
<strong>The</strong> future <strong>of</strong>…<strong>Gen</strong> Z: zoom into 4 futures that you need to<br />
prepare your business for<br />
<strong>eBook</strong> series: <strong>Vol.2</strong> / 4<br />
savanta.com<br />
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Welcome to our series <strong>of</strong> <strong>eBook</strong>s!<br />
Are you ready to embark on this journey?<br />
<strong>The</strong> next destination: New World<br />
Endless World<br />
Smaller World<br />
2050<br />
2040<br />
e-Book vol.4<br />
AI Revolution<br />
New World<br />
e-Book vol.3<br />
Release date:<br />
Release date:<br />
Mar 2024<br />
2020<br />
2030<br />
Feb 2024<br />
e-Book vol.1<br />
Release date:<br />
Nov 2023<br />
e-Book vol.2<br />
Release date:<br />
Jan 2024<br />
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Being human will be a<br />
superpower<br />
As we continue to witness <strong>the</strong> rapid advancement <strong>of</strong> technology, it<br />
becomes increasingly fundamental to embrace <strong>the</strong> changing tides<br />
and adapt accordingly. Whilst it may be alarming to learn that<br />
technological skills acquired today will depreciate by 50% or more in<br />
<strong>the</strong> next 5 years, we must perceive this as an indication <strong>of</strong><br />
remarkable progress.<br />
AI, without doubt, continues to revolutionise our lives. However, its<br />
limitations are undeniable when it comes to <strong>the</strong> intricacies <strong>of</strong> human<br />
nature. Being truly human encompasses a multitude <strong>of</strong> qualities that<br />
cannot be replicated by machines. Empathy and <strong>the</strong> ability to make<br />
<strong>the</strong> right judgement are attributes that make us indispensable.<br />
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3D by 2030<br />
<strong>The</strong> pioneering field <strong>of</strong> organ creation is believed to top <strong>the</strong> list<br />
<strong>of</strong> jobs predicted for <strong>the</strong> year 2030. Although <strong>the</strong> concept<br />
might sound like science fiction, <strong>the</strong>re is immense potential<br />
for a future that tackles <strong>the</strong> scarcity <strong>of</strong> organ donation through<br />
3D printing.<br />
It may not exist yet, but this pr<strong>of</strong>ession serves as a testament to<br />
<strong>the</strong> boundless possibilities that await graduates <strong>of</strong> molecular<br />
biology. Yet no matter how advanced <strong>the</strong> technology we use, we<br />
are still human.<br />
“<strong>the</strong>re is immense potential<br />
for a future that tackles <strong>the</strong><br />
scarcity <strong>of</strong> organ donation<br />
through 3D printing.”<br />
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A fulfilling future for <strong>Gen</strong> Z<br />
<strong>Gen</strong> Z is poised to redefine <strong>the</strong> very fabric <strong>of</strong> work as we know it.<br />
In 2023, <strong>the</strong> phrase ‘Quiet Quitting’ gained significant attention for<br />
encapsulating <strong>Gen</strong> Z’s s<strong>of</strong>ter approach to work, ra<strong>the</strong>r than<br />
outright leaving a job. In this short clip from Steven Bartlett’s<br />
podcast, Diary <strong>of</strong> a CEO, Simon Sinek discusses this shift in effort<br />
that should not be taken literally, but ra<strong>the</strong>r addressed as what it is:<br />
acknowledging a desire for an honest exchange at work.<br />
This insistence on au<strong>the</strong>nticity could present an incredible<br />
opportunity for us to reshape <strong>the</strong> future <strong>of</strong> work, and foster a sense<br />
<strong>of</strong> purpose, loyalty, and productivity for this progressive generation.<br />
Among nearly 3,000 employees, 71% reported feeling reduced levels<br />
<strong>of</strong> burnout; <strong>the</strong>re were also improvements in physical health and<br />
wellbeing.<br />
“It’s okay to<br />
not be a<br />
Watch Video<br />
careerist”<br />
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Work versus life<br />
Our State <strong>of</strong> <strong>the</strong> Youth Nation data enforces <strong>the</strong> importance <strong>of</strong><br />
work-life balance for <strong>Gen</strong> Z. Since 2015, <strong>the</strong>re has been an<br />
unwavering preference for work-life balance over a high salary<br />
among 16–24-year-olds – in fact, an astounding 80% <strong>of</strong> this<br />
demographic prioritised <strong>the</strong> former.<br />
It is heartening to see that companies are actively addressing this<br />
issue <strong>of</strong> burnout. Among <strong>the</strong> 60-plus companies that participated<br />
in a 4-day workweek trial, 92% expressed <strong>the</strong>ir desire to continue<br />
with a shorter workweek, with 30% <strong>of</strong> all companies participating<br />
in <strong>the</strong> trial making it a permanent fixture.<br />
Among almost 3,000 employees, 71% noted a decrease in<br />
burnout, experiencing betterment in both physical health and<br />
overall well-being.<br />
“Among <strong>the</strong> 60-plus companies that<br />
participated in a 4-day workweek trial,<br />
92% expressed <strong>the</strong>ir desire to continue”<br />
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Empathy at elections<br />
<strong>Savanta</strong> have been discussing intergenerational tension for some<br />
time. With <strong>the</strong> next election looming on <strong>the</strong> horizon, many voices<br />
are labelling it as an election moment for Millennials, and a<br />
growing inclusion <strong>of</strong> <strong>Gen</strong> Z. In fact, by 2030, every member <strong>of</strong> <strong>Gen</strong> Z<br />
will have reached voting age. Thus, <strong>the</strong> seasoned perspectives <strong>of</strong> <strong>the</strong><br />
older generation will be complemented by <strong>the</strong> forward-thinking<br />
awareness <strong>of</strong> <strong>the</strong> newer generation – or potentially clash.<br />
At <strong>Savanta</strong>, our partnership with ITV and <strong>the</strong>ir political programme,<br />
Peston, affords us <strong>the</strong> opportunity to conduct political polling.<br />
Through our Youth Tracker, we uncovered that <strong>Gen</strong> Z are more<br />
global in <strong>the</strong>ir outlook, expressing empathy to <strong>the</strong> issues that matter<br />
to <strong>the</strong>m.<br />
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Window into <strong>the</strong> world<br />
Amnesty International’s assertion that Climate Change<br />
represents <strong>the</strong> most significant intergenerational Human Rights<br />
violation casts a long shadow over <strong>the</strong> well-being <strong>of</strong> generations<br />
to come. Growing up in <strong>the</strong> digital age, <strong>Gen</strong> Z has been granted a<br />
unique vantage point: a window into <strong>the</strong> world, enabling <strong>the</strong>m to<br />
connect, interact, and engage with people across <strong>the</strong> globe.<br />
Our State <strong>of</strong> <strong>the</strong> Youth Nation data, 73%% <strong>of</strong> <strong>Gen</strong> Z want to be<br />
surrounded by different people, cultures, ideas, and lifestyles. This<br />
increases to 77% when <strong>the</strong> focus is on university students.<br />
“Climate Change represents <strong>the</strong> most<br />
significant intergenerational Human<br />
Rights violation casts a long shadow over<br />
<strong>the</strong> well-being <strong>of</strong> generations to come”<br />
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Want to<br />
learn more?<br />
A State <strong>of</strong> <strong>the</strong> Youth Nation subscription helps leading brands<br />
make better youth market decisions.<br />
Our tracking product will equip you with <strong>the</strong> tools to better engage<br />
with young people, and put <strong>the</strong> drivers that shape <strong>the</strong>ir worlds at<br />
<strong>the</strong> heart <strong>of</strong> your team's youth market decisions.<br />
Annual subscription gives you instant access to:<br />
Latest <strong>Gen</strong> Z insights - Be better prepared with <strong>the</strong> most<br />
up-to-date tracking data (nat rep)<br />
Regular webinars - Who is <strong>Gen</strong> Z? How to get cut<br />
through? What drives loyalty? Best practice 101<br />
<strong>Gen</strong> Z and your business - We will deliver an actionorientated<br />
insight deck to inspire change.<br />
Book a Demo<br />
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Contact <strong>the</strong> Youth Practice on<br />
youth.practice@savanta.com<br />
better.decisions@savanta.com<br />
+44 (0) 20 7632 3434<br />
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