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PRIVATEANDCONFIDENTIAL|2022
2021Updates
NEXTGEN
LEADERS
2022
BUSINESS*NOLONGER*ASUSUAL
PRIVATEANDCONFIDENTIAL|2022
AnonlinesurveytoVICEMediaGroup’syouthaudiencearoundtheworld.
EUROPE
25%
COMPOSITION
MARKETS
GLOBAL
N=1,174
AGE
GENDER
50%Female
45%Male
40%GenZ-
OTHER
1%
APAC
39%
45%GenY
15%GenX
OBJECTIVE
UNDERSTANDTHEVALUESANDASPIRATIONSOFTHENEXTGENERATIONOFBUSINESS
LEADERSTOFORECASTTHEFUTUREOFWORK
N.AMERICA
35%
5%Nonbinary
PRIVATEANDCONFIDENTIAL|2022
GENZISTHE
FUTUREOFTHE
WORKFORCE
PRIVATEANDCONFIDENTIAL|2022
GENZ’SCURRENTWORKSTATUS
40%
24%
GENZISENTERING
THEWORKFORCE
INDROVES
12%
7%
SELF-
MPLOYED
WORKING
PARTTIME
FULLTIME
STUDENT
FULLTIME
EMPLOYED
PRIVATEANDCONFIDENTIAL|2022
THEYARE
59%
OFTEN/ALWAYS
INFLUENCING
STRATEGIC
18%
SOMETIMES
BUSINESS
Q:
Howoftendoyou
contributetothe
strategicbusiness
DIRECTIONS
decisionmakingof
yourworkplace
(i.e.choicesthat
impactthedirectionor
growthofthe
organization)?
23%
RARELY/NEVER
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
MANYARESTARTING
THEIROWNBUSINESSES
9in10
LEAST
GENZHAVEAT
:THOUGHTABOUTSTARTINGTHEIR:
:OWNBUSINESS:,IFTHEY
HAVEN'TALREADY.
1in5
GENZHAVEALREADY
:STARTEDTHEIROWN:
BUSINESS:
WHATWOULDWORK
LOOKLIKEIFITWERE
BUILTBYGENZ?
THEPREFACE:
Whetheryouhavealreadystartedyourown
business,havejustthoughtaboutit,or
haveneverthoughtaboutituntilnow,we
wantyoutoimagineyouarestartingthe
idealcompanyorplaceofwork.
Pleasecompletethefollowingquestions
basedonhowyou’ddesignanewbusiness
ifitwere(oris)completelyuptoyou.
01
CREATIVITY
02
VISION
03
CONNECTION
04
BALANCE
01:CREATIVITY
CREATIVITY
WILLBETHE
COREOFGENZ
WORKCULTURE
PRIVATEANDCONFIDENTIAL|2022
GENZHASBEENSHAPEDBYFORCESOFCREATIVITY
THEY’VEREINVENTEDSOCIALNORMS
JUST22%
OfGenZuselabelssuchasfemale,queer,multiracial,etc.toexpresstheiridentity.
THEY’VECATALYZEDCREATIVEENDEAVORS
68%
OfGenZgotmorecreativethroughoutthepandemic(learnedanewskill,experimentedwithrecipes,tookupahobby)
THEYSEEK
ENDLESSDISCOVERY
79%
OfGenZsaytheyneedmore
knowledge/educationinordertolivea
happyandhealthylife.
+12pptsfromMarch2020toJune2021
SOURCE:VICEYouthCensus,Global,2022;VICEYouthinPandemic,Global,2021
PRIVATEANDCONFIDENTIAL|2022
CREATIVE
(34%)
OPEN-MINDED
(34%)
COMPETITIVE
(29%)
AMBITIOUS
(29%)
SELFISH
(27%)
INDEPENDENT
(25%)
OUTSPOKEN
(23%)
PROGRESSIVE
(22%)
PESSIMISTIC
(21%)
OPTIMISTIC
(20%)
ENVIRONMENTALLYCONSCIOUS(20%)
RISK-TAKERS
(20%)
CLOSED-MINDED
(19%)
EMPATHETIC
(18%)
ENTREPRENEURIAL
(16%)
CONSERVATIVE
(13%)
RESERVED
(13%)
PRAGMATIC
(9%)
‘CREATIVITY’ISNOTJUSTASKILL,BUTADEFININGCHARACTERISTICOFTHISGENERATION
Q:Howwouldyoudescribemostpeopleyourage?
FUNNY
(35%)
CURIOUS
(30%)
LAZY
(27%)
INNOVATIVE
(21%)
POLITICALLYACTIVE
(19%)
SOURCE:VICEYouthCensus,Global,2022
PRIVATEANDCONFIDENTIAL|2022
GENZBUSINESSESWILLFLOURISHINCREATIVE
FIELDS
1in2
GenZare
inspired/motivatedtostart
theirownbusinessforthe
:creativeexpression:
Q:Whatfielddoes/wouldyour
businessfallinto?
18%
ART/DESIGN/DIY
CONTENT/MEDIA/ENTERTAINMENT
25%
+4pptsvs.GenY
+9pptsvs.GenX
+7pptsvs.GenY
+13pptsvs.GenX
ADVERTISING/MARKETING17%
FOOD/BEVERAGE/RESTAURANTS16%
CONSUMERPRODUCTS15%
TECHNOLOGY/SOFTWARE13%
EDUCATION12%
AGRICULTURE11%
TRAVEL/HOSPITALITY10%
RETAIL10%
PRIVATEANDCONFIDENTIAL|2022
INVENTION
GENZWILLBUILDWORKCULTURESTHATFOSTERINNOVATION
Q:Whatwouldthecultureof
yourcompanybelike?
Thecultureofmybusiness
wouldberootedin…
CREATIVITY
#1
The#1thingGenZsaystheir
companyculturewouldbe
rootedinis‘creativity.’
1in3
GenZsaytheircompany
culturewouldberootedin
‘invention’
+6pptsvs.GenY
PRIVATEANDCONFIDENTIAL|2022
Y
X
THEYWILLHIRE
CREATIVEMINDS
Q:Whatskillsorqualitieswouldbecritical
foryouremployeestodemonstrate?
COMMUNICATION
vs.Gen
CREATIVITY61%
PASSION60%
PROBLEMSOLVING52%
RESPECT46%
VISION45%
ADAPTABILITY45%
SELF-AWARENESS43%
INTERPERSONALSKILLS43%
INTEGRITY40%
COLLABORATION38%
+5pptsvs.GenY
+13pptsvs.GenX
+3ppts
+6ppts
vs.Gen
63%
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
THEYWILLPARTNER
WITHTHOSEWHOTHINK
OUTSIDETHEBOX
#1
VISION/ABILITYTOINNOVATE
isthe#1elementGenZconsiderswhenchoosing
partnersorvendorstoworkwith(assumingthe
product/solutionmeetstheirneeds)
#2isPRICE
02:VISION
GENZWILL
HAVEACLEAR
VISIONFOR
WHATTHEY’RE
CREATINGAT
WORK
PRIVATEANDCONFIDENTIAL|2022
GENZISLIVINGINTHEMOSTCOMPLEXANDINTERELIANTVERSIONOFTHEWORLD
THEY’REOPERATINGASA
GLOBALVILLAGE
81%
OfGenZareconcernedwiththestateoftheworld.
vs.59%concernedwiththestateoftheircommunity
THEY’RERECONSTRUCTING
THE“NEWNORMAL”
70%
OfGenZsay“Thepandemicchangedmyperspectiveonwhat’simportanttomeinlife.”
THEY’REEMERGING
ALONGSIDETHEMETAVERSE
52%
OfGenZwanttoexperiencemakingmoneyintheMetaverse.
vs.41%GenX
SOURCE:VICEYouthCensus,Global,2022;VICEYouthinPandemic,Global,2021;VICEandRazorfish,IntotheMetaverse,US,2022
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
43%
Q:
Whatwouldbe
yourguidinglight
whenmakingdayto
daydecisionsfor
yourbusiness?
21%
Thewellbeing/happinessof
thecompany'semployees
:THECOMPANY’S
MISSION/PURPOSE:
→33%GenY
14%
Yourpersonalvision
forthecompany
→20%GenY
→23%GenX
14%
8%
financialsuccess
THEMISSIONOFTHEIRWORKWILLBETHEIRGUIDINGLIGHT
Thecompany’s
Thecompany’s
GenX
→21%
environmental
impact
GENZWILLMEASURESUCCESSBYIMPACT,
NOTINCOME
Q:Ifyourcompanywasknownforits
successinonething,whatwouldyouwantittobe?
26%25%
20%
11%
“Youreallyneedtoknowwhyyou’re
doingit,whatmotivatesyou.
3xlessthanimpactoncommunity
7%
Theanswercan’tbemoney.”
-GENZ,MALE,NA
BESTPRODUCT/SERVICE
BESTPLACETOWORK
MOST
INNOVATIVE
COMPANY
HIGHEST
REVENUE/
PROFIT
BIGGEST
IMPACTONITS
COMMUNITY
PRIVATEANDCONFIDENTIAL|2022
54%
GENZ
43%
GENY
32%
GENX
THEIRBUSINESSESWILLIMPACTTHEGLOBE
Q:Wouldyourbusinessbe…
GLOBAL
LOCAL
BIG
SMALL
53%
38%
16%
PRIVATEANDCONFIDENTIAL|2022
THEYWILLHIRE
LEADERSWITHTHE
ABILITYTONAVIGATE
UNCHARTED
TERRITORIES
“[AdviceIhaveforotherswantingto
starttheirownbusiness:]
Neverdoubtyourself.Ifyouhavea
choicebetweeneithertakingriskor
regret,thenalwayschooserisk.”
-GENZ,FEMALE,APAC
Q:Whatskillsorqualitieswouldbecritical
foryourleaderstodemonstrate?
COMMUNICATION
PROBLEM-SOLVING
RESPECT
PASSION
VISION
COURAGE
CREATIVITY
EMPATHY
ADAPTABILITY
SELFAWARENESS
INTEGRITY
48%→41%GenY
44%
48%
46%
60%
54%
54%
43%
45%
53%
53%
PRIVATEANDCONFIDENTIAL|2022
ALIGNINGUNDERONE
VISIONWILLMAKE
COMMUNICATIONKEY
68%
skill/qualityboth
employeesandleaders
mustdemonstrateis
OfGenZsaycultureisabout
:sharedgoalsandvalues:
#1-COMMUNICATION-
SOURCE:VICEYouthinPandemic,Global,2021
03:CONNECTION
GENZWILL
WORKFORGOOD
COMPANIES
WITHGOOD
COMPANY
PRIVATEANDCONFIDENTIAL|2022
GENZCARESDEEPLYABOUTTHEPEOPLE
AROUNDTHEM
THEYADVOCATEFOR
INCLUSIVITY
83%
OfGenZvalueinclusivityjustasmuchorevenmoresincethepandemic
THEYSEEKASENSEOF
COMMUNITY
80%
OfGenZfocusontheirsenseof
communitywhenitcomestocreatingasuccessfullife
THEYPRIORITIZE
RELATIONSHIPS
#1
The#1aspectoftheirlivesGenZ
planstoindulgeinmoremovingforward
istheirrelationships&lovedones
SOURCE:VICEYouthinPandemic,Global,2021
SOURCE:YOUTHINPANDEMICI-V,2020-2021
PRIVATEANDCONFIDENTIAL|2022
Thecompany’smission/purpose
8%
NEXTTOTHE
21%
MISSION,GENZ
WILLMAKE
THEWELLBEING/HAPPINESS
43%
OFTHECOMPANY’S
EMPLOYEES
DECISIONSTHAT
SUPPORTTHE
WELLBEINGOF
Q:
Whatwouldbe
yourguidinglight
THEIREMPLOYEES
14%
whenmakingdayto
Yourpersonalvision
daydecisionsfor
yourbusiness?
forthecompany
14%
Thecompany’sfinancialsuccess
Thecompany’s
environmental
impact
PRIVATEANDCONFIDENTIAL|2022
GENZWILLBUILDWORKCULTURETHAT
SUPPORTSTHEPEOPLEWITHINTHEIRWALLS
TOP5THINGSTHEIRBUSINESSCULTUREWOULDBEROOTEDIN
54%
48%
47%
44%
41%
CREATIVITY
WORKLIFEBALANCE
LEARNING/
GROWTH
MISSION
(DOINGWORK
THATMATTERS)
FLEXIBILITY
PRIVATEANDCONFIDENTIAL|2022
THEYWILLHIRELEADERS
WITHBUSINESSHUMANSKILLS
AMONGGENZ’STOP10MOSTSOUGHTSKILLS/QUALITIESINLEADERSHIP
RESPECT
54%OFGENZ
willhireleaderswho
demonstraterespect
EMPATHY
46%OFGENZ
willhireleaderswho
demonstrateempathy
SELF-AWARENESS
44%OFGENZ
willhireleaderswho
demonstrateself-awareness
AMONGGENZ’SBOTTOM10SOUGHTSKILLS/QUALITIESINLEADERSHIP
DELEGATIONEDUCATIONINTHEFIELDCOMPUTER/TECHPROFICIENCY
PRIVATEANDCONFIDENTIAL|2022
THEYWILLCONSIDER
HOWVENDORSTREAT
PEOPLEBEFORETHEY
PARTNERWITHTHEM
OVER
HALF
OfGenZchoose
vendors/partnersbasedon
:howtheytreattheiremployees:
PRIVATEANDCONFIDENTIAL|2022
04:BALANCE
GENZ’SWORK
IDENTITYWILL
DEFINETHEIR
IDENTITYWORK
PRIVATEANDCONFIDENTIAL|2022
PERSONALITY
64%
52%
46%
30%
AGE
GENDER/
SEXUALITY
GENZDEFINES
HOBBIES/PASSIONS
THEMSELVESBY
INTERNAL(VS.
VALUES/MORALCODE
EXTERNAL)
QUALITIES
Whatcreatesyouridentity?
31%
24%
ETHNICITY
SOURCE:VICEYouthCensus,Global,2022
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
GENZWILLNOTLETTHEIRJOBDEFINEWHO
THEYARE
ONLY
29%
OfGenZsaytheirjob/career
helpscreatetheiridentity
-5pptssince2018
SOURCE:VICEYouthCensus,Global,2018&2022
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
9%
Incommunalspaces(e.g.coffeeshops)
GENZ
GENX
cruxof
.
THEYWILLLETWHOTHEYARE
DEFINETHEIRJOB
Mypersonality/identity…
GENY
…isthe
mybusiness
…contributejustpartially
tomybusiness
*Askedofthosewho’vestartedabusiness
THEYWILLDRAWALINE
BETWEENTHEIRWORKANDPERSONALLIFE
Q:Doyoukeepyour
workseparatefrom
yourpersonallife,
orarethetwo
blended?
68%
SEPARATE
+5pptsvs.GenY
+10pptsvs.GenX
32%
BLENDED
GenZis2xmorelikelythan
GenY&Xtosaytheirwork
andpersonallifearenot
blendedbychoice
PRIVATEANDCONFIDENTIAL|2022
PRIVATEANDCONFIDENTIAL|2022
THEYWILLUSE
PHYSICALSPACETOSEPARATE‘WORK’
FROM‘LIFE’
2in5
GenZsaytheabilitytoseparatetheir
workfromtheirpersonallifehas
beenachallengeofworkingremotely.
SOURCE:YOUTHINPANDEMICIV:THEFUTUREOFWORK,2021
PRIVATEANDCONFIDENTIAL|2022
GENZWILLTAKETHEIRWORKTOPLACESTHAT
INSPIRETHEMPERSONALLYANDPROFESSIONALLY
22%
ATHOME
-6pptsvs.GenY
-10pptsvs.GenX
30%
INADESIGNATEDWORK
SPACE(E.G.OFFICE)
OnParwithGenY
OnParwithGenX
Q:
Wherewould
you/youremployees
domostofyour
work?
48%
SOMEWHEREELSE
15%AROUNDTHEWORLD
(I.E.WHILETRAVELING)
14%INASHAREDWORKSPACE
(E.G.WEWORK)
11%INAVIRTUALWORKSPACE
(E.G.DECENTRALAND)
9%INCOMMUNALSPACES
(E.G.COFFEESHOPS)
PRIVATEANDCONFIDENTIAL|2022
HOWBRANDSCANSUPPORTNEXTGENLEADERS
TAKEAWAYS&
PROVOCATIONS
02
VISION
03
CONNECTION
04
BALANCE
01
CREATIVITY
PROVIDETHETOOLS,RESOURCES,ANDENVIRONMENTTOUNLOCKCREATIVE
POTENTIAL
➔Whatcreativeelementscanyouaddtotheirworkspace,
environment,oratmosphere
inspirenewwaysofthinking?
➔Whattoolscanyouprovidetoinspireartistic
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