Gen Zer consumers say they feel misunderstood by marketing campaigns and are skeptical about brands' purposeful initiatives. With their purchasing power expected to increase and a tendency for values-based spending, honesty and authenticity are increasingly important in engaging younger cohorts.

Gen Zers will account for more than one-quarter of the global workforce by 2025, and they’re bringing a different set of attributes, attitudes, and ambitions to the office. But what characterises the Gen Zer professional? And how could they redefine the world of work for generations to come?

Gen Zers have high expectations when it comes to the workplace. Among other things, they believe employers have a duty to provide financial management training to their staff. Having grown up in a world of instant access to products and services, Gen Zers want similar ownership levels at work.

Tiring of Big Tech, Gen Zers are seeking out alternative platforms. Members of Gen Z Mafia are building the tech world they want to see from the ground up. Since its launch, users include college and high school students, founders, and young employees at tech companies and start-ups.