What Marketers Need to Know About the Gen Z Workforce

For years, Millennials have captured the attention of marketers and media alike.  From being labeled as "entitled" members of the workforce to being scrutinized for their spending habits, they couldn't seem to catch a break.  However, Millennials can finally breathe a sigh of relief as a new generation has stepped into the spotlight.  Generation Z -- anyone born between 1997-2010 -- has a population of 61 million strong in the U.S. and by 2020 will represent 40% of all consumers.  With an estimated spending power of up to $129 billion, Gen Z has been the focus of consumer reports for some time now, with marketers anxious to learn how Gen Z shops, what they care about and how to reach them.  What Gen Z wants in the workplace, though, is a relatively new focus.  A report from RippleMatch, an automated recruiting assistant for early career hiring, sheds some light on this specific facet of the Gen Z identity.  Through surveying tens of thousands of college students, RippleMatch found out what this generation actually wants at work.  (The full report is available for download at the end of this article.)