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As the gig economy, hybrid working and entrepreneurship continue to surge in popularity with Gen Zers and students, brands will need to fill the gap that education is failing to address if they want to ensure long-term loyalty. Plus, the second-hand clothing market is set to grow and new Netflix show explores toxic Gen Z echo chambers.
Remember the beginning of the pandemic, five years ago?
Though it may not seem like half a decade has passed since we were all forced inside our homes, much has changed in both the education sector and the job market since 2020.
The spiralling cost of living has meant that obtaining a mortgage seems increasingly like a distant pipe dream, the explosion of AI has sent shockwaves across most creative industries, and more of us are working freelance, independently, from home, or as part of the gig economy than ever before.
All of this change has come around surprisingly quickly. For Gen Z, getting a first job is markedly different compared to the college students who were graduating a decade ago. As advertising agency Ogilvy explains in its new report, written by Reid Litman and our very own Jenk Oz, Gen Z are at a crossroads. Put simply, independence and personal skills are becoming more important than expensive degrees and traditional working hours.
In fact, by 2027, it’s estimated that half of all workers in developed countries will be part of the gig economy, whereby freelance work and short-term contracts are the norm. Think delivery drivers, couriers, or video producers, among other roles. This type of employment offers flexibility, greater control over your working hours and more room for family life or further upskilling, if you can afford to do so.
It’s these perks that are desirable to Gen Zers, particularly those only just leaving college or school. With no guarantee that working a stable job will actually result in a house and tangible assets, more young people are turning to alternative career paths that can offer them a way forward while also providing the space to gain new experiences and better their skillsets.
So, how can brands harness the potential that this new hybrid working model offers and give Gen Z what they need?
Companies looking to earn the loyalty of young people should be presenting them with opportunities to improve their skills and personal development. As Ogilvy mentions throughout its report, the education sector is failing to adapt and modernise with the changing needs of most job sectors, leaving young people unsure as to whether they should pursue higher education or traditional careers.
Brands can leverage this uncertainty by offering tangible and genuine programs that Gen Z will likely find extremely useful, filling in the gap that education (at all levels) has created.
Think work experience, two-week courses, upskilling, e-learning, exclusive access to paywall subscriptions, the works. By offering these types of rewards to young people as they enter the workforce, companies are demonstrating that they care about the wellbeing of their employees and consumers; given that many industries feel impossible to crack into at a junior level, initiatives that champion independent growth in this way are essential.
In fact, brands hoping to modernise and keep up with the needs of Gen Z should view themselves as ‘lighthouses’ rather than just employers.
With so many graduates and students scrambling for any semblance of direction, now is the ideal time for companies to offer jobs and courses to better align Gen Z employees with the skills of the future. You’ll ensure long-term commitment to your brand and potentially emerge as an industry leader within any given niche.
Take a brand like Depop for example, a notably youth-orientated company that serves as a second-hand clothing marketplace. Regular sellers on the app are offered a six-week ‘Level Up’ course that focuses on branding and sales, as well as access to private advisors and peers. This benefits both the brand and its top users, fuelling further engagement and encouraging Gen Z to stick with the platform on a long-term basis. It’s these positive associations that can strengthen the perception of your business.
In an ever-increasingly competitive landscape, where Gen Zers know that expensive schooling may not guarantee them the future they want, brands can act as an all-in-one haven that offers work, upskilling, and new ways to grow. This mentality will ensure young people are on your side – and help them out in the process.
For more information, you can read the full Ogilvy report ‘Gen Z’s Economic Crossroads’ here.
See also:
- Gen Z and the masterful art of ‘taskmasking’
- Gen Z still love music… despite everything
- When do marketing campaigns cross a line?
🌏 Gen Z around the Web
Second-hand clothing market could hit $350 billion USD by 2029 (the cool down)
If you’re a Gen Zer yourself, there’s a high chance you’ve at least bought or sold one item of clothing on a second-hand app like Vinted. Garment upcycling is a booming industry that is now predicted to reach $367 billion USD by 2029. The recently-published 2025 Resale Report states that second-hand shopping in the US grew by 14% between 2021 and 2024, which is five times that of the wider retail market. With so much opportunity for growth – and a marginally better environmental choice than traditional stores – will Gen Z keep the momentum going over the next few years? Read more
What ‘incel’ actually means as Netflix series ‘Adolescence’ raises key points (tyla)
The UK written and produced ‘Adolescence’ is a hit on Netflix, currently sitting comfortably at the number one spot a week on from its original release. Based on similar true crime stories, the show follows the events that transpire after a thirteen-year-old boy is taken into custody on suspicion of murdering a classmate. The show asks questions about social media, the ‘manosphere,’ toxic online echo chambers and the naivety of parents who are largely clueless. This article breaks down the definition of incel and provides some much-needed context to the themes of the show. Read more
Consumer confidence stabilises as Gen Z prepares to spend (itv)
With government changeovers, trade wars aplenty and the Ukraine conflict remaining as delicate as ever, it’s no surprise that economies haven’t been in the best shape so far this year. However, new studies suggest that consumer confidence has stabilised in the UK, with Gen Z expected to spend the most money compared to older peers over the next few months. Meanwhile, a poll found that Gen X are planning to reduce their spending for most items – which could suggest a confidence boost might be needed from the government. Read more
Millennials had it bad – but Gen Z’s outlook is impossibly bleak (the telegraph)
Fresh insights into Gen Z behaviours say that as much as 40% of twenty-somethings are considering giving up on work altogether, given the lack of guarantee that it will land them a house, stability, and a comfortable life worth living. With the cost of living spiralling out of control, social media addiction and an overdiagnoses of mental health conditions, are young people putting themselves into a corner they can’t get out of? Millennials might have had a hard time scraping themselves together fifteen years ago, but it looks like it may be significantly harder for Gen Z today. Read more
Traditional advertising is dying – here’s why hyperlocal is the new normal (entrepreneur)
We’ve all heard of influencer marketing; getting the word out about your brand via Instagram channels and nationwide marketing campaigns is all the rage, but is it the most effective means of conveying your message? With more focus being placed on local, niche, and individualised experiences on platforms like Facebook and Instagram, companies should take notice. Micro-influencers and hyperlocal advertising could be the way forward, helping to bridge the gap between widespread corporate marketing and local, trusted authenticity. Read more
That’s all for this week! Make sure to subscribe for the latest on Gen Z and youth culture, and check out The Common Thred for a weekly roundup of the latest news, trends and thought pieces.
