For most of my career, I’ve worked closely with young professionals, guiding them from college into the workforce. In doing so, I’ve had the unique advantage of witnessing firsthand how each new generation brings fresh expectations, values and work styles. Through the internship mentorship program at Pitch Publicity, I gain a direct window into these shifts, like looking into a crystal ball that reveals how businesses can successfully attract, engage and retain the next generation of top talent.

I believe people are individuals, shaped by more than just their birth year. But while I resist stereotypes, I can’t ignore the undeniable patterns that emerge within generations. Shared cultural, societal and technological shifts create common threads, influencing how people think, communicate and approach work.

As a leader, I’ve had to evolve my management style with each wave of young professionals—first with Millennials, and now with Gen Z. The shifts are happening faster than ever and what worked five years ago doesn’t necessarily resonate today. People change. Motivations evolve. And businesses that fail to keep up risk losing talent and relevance.

The past few years have only accelerated this transformation. The pandemic reshaped workplace expectations overnight, making flexibility and remote work the norm. At the same time, conversations about mental health, diversity and work-life balance have become non-negotiable for many employees. These changes have left many leaders questioning whether to evolve or hold firm to traditional management approaches.

One thing is certain: Gen Z is no longer the “next” generation—they’re here. They bring new expectations, priorities, and workplace norms that leaders can’t afford to ignore. Adapting to their mindset goes beyond attracting new talent; it’s about future-proofing your business. Understanding what motivates them, how they communicate, and what they value is key to turning generational differences into opportunities.

Leaders Must Lead

Regardless of generational differences or workplace shifts, leadership comes down to one fundamental truth: a leader must lead. Leadership is not a title or a position it is the ability to inspire, guide and motivate others. A leader takes initiative, makes decisions and ensures their team is supported. However, to be effective, leaders must understand who they are leading.

I remember growing up and feeling irritated with adults who refused to adapt. Some professors insisted on teaching outdated skills that had little relevance to my future in communications, like using X-Acto knives for magazine layouts when digital design software was available. My parents were just as hesitant to embrace change, clinging to rules from their own upbringing. I still remember when they banned my brother and me from watching MTV, convinced that seeing music videos would somehow stifle our imaginations.

Now, as one of those “adults,” I catch myself slipping into the same patterns. There are moments when the way I have always done something feels comfortable, and change feels unnecessary. But holding on too tightly to the past makes it impossible to connect with the next generation. If I do not evolve, I risk losing the ability to engage and retain talent.

Ready for Gen Z

Leading Gen Z is both exciting and challenging. They are hardworking, self-aware and resourceful, yet they can also be sensitive, sheltered and hesitant to commit. Understanding what has shaped them is key to unlocking their potential in the workplace.

Born between roughly 1997 and 2012, Gen Z has grown up in an era of rapid transformation. Many have lived through horrific terrorist attacks, the Great Recession, a pandemic and the rise of the smartphone. Most have no memory of a world before strict security measures or a technology-centered lifestyle.

This generation has also witnessed defining moments in history, including the election of the first Black United States president, and the legalization of same-sex marriage. Their worldview has been shaped by social change, technological advancements, and economic uncertainty, all of which influence how they approach work, life, and personal values.

Attract

Gen Z is the most diverse generation in American history across race, ethnicity, family structure and identity. Nearly half are racial and ethnic minorities. They are more likely than previous generations to have at least one foreign-born parent and have grown up in more diverse environments, including single-parent households, mixed-race families and LGBTQ+ parent partnerships.

With this in mind, whether diversity, equity and inclusion initiatives (DEI) are in vogue or under scrutiny, they remain a priority for Gen Z. This generation is highly perceptive about whether companies genuinely uphold their DEI commitments or use them as a talking point. If an organization’s values do not align with their own, they will look elsewhere. If a company presents itself as inclusive, but fails to follow through, Gen Z will move on without waiting for things to change. To attract Gen Z talent, companies must go beyond generic recruitment efforts and build workplaces that align with their expectations. Here are a few ways to make your organization stand out:

• Progress beyond performative statements by ensuring that diversity initiatives are backed by real action. This includes representation at all levels, equitable hiring practices, and inclusive workplace policies.

• Be flexible. It is a priority for this generation. Whether through hybrid work models, mental health resources or generous paid time off, demonstrating that employee well-being is valued will make a difference.

• Commit to corporate social responsibility. Gen Z cares about sustainability, ethical business practices and social impact. A company with a clear mission beyond profit will resonate with them.

By creating an environment where Gen Z feels important, supported, and aligned with company values, organizations will attract the next wave of top talent.

Engage

Gen Z is the first generation to grow up immersed in digital connectivity and have never known a world without smartphones, streaming content and social media. Their relationship with the Internet and online communication differs from that of previous generations. While Millennials embraced open and highly personal social media sharing, posting detailed updates on platforms like Facebook and Instagram, Gen Z gravitates toward more cryptic and temporary digital interactions on sites like Snapchat and TikTok.

Given this shift in communication styles, keeping Gen Z engaged at work requires rethinking how leaders can connect, collaborate and support their professional growth. Here are a few strategies to keep them motivated:

• Create opportunities for genuine connection. While digital efficiency is important, too much reliance on video calls and team messaging platforms can leave Gen Z feeling disconnected. Encourage informal, non-structured interactions such as casual team meetups, virtual coffee chats, or no-agenda, one-on-ones with you. A workplace culture that encourages relationships beyond tasks will help them feel invested.

• Provide early in-person exposure. Although Gen Z has spent much of their lives online, they value real-life experiences. Give them opportunities to engage face-to-face with colleagues, clients, and leadership early in their careers. Ditch the outdated notion that they must “earn” access to key meetings or work travel—real-world exposure accelerates their growth into well-rounded professionals.

• Leverage digital recruitment and training strategies. Gen Z job seekers are digital natives, so traditional job postings may not be enough. Engaging with them on social media and showcasing company culture online can make a strong impression. Likewise, traditional training programs may not resonate with Gen Z, who are accustomed to learning through on-demand video content and interactive experiences. Invest in engaging, digital-first professional development, such as gamified learning and microlearning video modules.

By integrating these approaches, leaders can create a culture where Gen Z employees feel connected, motivated and excited to contribute.

Retain

Research shows that the oldest members of Gen Z are delaying or even bypassing marriage, with only 4 percent getting married between the ages of 18 and 21; about half as many as their Millennial counterparts, of whom 7 percent married young. This shift highlights a more pragmatic and cautious approach to life choices. Gen Z is maturing faster than previous generations, graduating high school and attending college at younger ages in higher numbers, and making more deliberate career decisions. Growing up in a post-recession world, they’ve witnessed financial instability firsthand, leading them to seek more secure and stable paths.

Given their pragmatic mindset, Gen Z values security, growth and balance in both their personal and professional lives. To retain Gen Z employees, organizations need to focus on what matters to them. Here are some ways to retain them for the long run:

• Offer career growth and learning opportunities. Gen Z values professional development. Providing mentorship programs, upskilling workshops and clearly defined career paths will keep them motivated and invested. Empower them with the tools and resources they need to grow and advance.

• Offer comprehensive and inclusive benefits. Move beyond traditional benefits to create a workplace that supports diverse needs. Gen Z values flexibility, so offer paid leave for a variety of life situations, such as adoption or caregiving for aging relatives. Consider expanding health benefits to include wellness initiatives, like gym memberships, virtual therapy, or reimbursements for self-care activities, creating a more holistic approach to employee well-being.

• Encourage inclusive, low-pressure networking. The traditional networking model, often centered around alcohol or exclusive hobbies like golf, does not appeal to Gen Z. Instead, create inclusive and low-pressure team-building activities that focus on shared interests and fun. Options like gaming, theater outings, picnics, or humanitarian projects can help build connections without the usual social pressures.

By incorporating these strategies, companies can build a supportive, inclusive environment where Gen Z feels valued, safe and committed to long-term success.

Adopt a Mentorship Mentality

As a leader, one thing that remains timeless is mentorship. To be an effective mentor, you must connect with each generation and adapt your approach to guide them. Gen Z, in particular, craves mentorship. Many have grown up in a world where technology and fear have hindered face-to-face connections. This has left them hesitant in their professional growth, making your role as a mentor crucial. Your job is to help them break out of their shells and excel by building their confidence.

This can be done by regularly engaging with them, listening to their concerns, and exposing them to new experiences. Trust and open communication are key to helping them navigate challenges and gain the skills needed for success.

As your team evolves, so will your leadership. The process may feel challenging at times, but the reward is knowing that you’ve made a lasting impact on the next generation of professionals. By lifting them up, you not only help them grow, but you also evolve and stay relevant as a leader. NIE

Amy Summers, founder and president of Pitch Publicity, has three decades of experience working with major clients in the natural products industry to increase national publicity exposure across all mass media outlets, while also developing key strategic communication strategies. As a pioneer in remote work and virtual mentorship, she launched INICIVOX to help individuals improve a wide-range of soft skills centered on the complexity of communications. Her influential career has garnered her recognition as a PR News Top Women Awards Honoree in the Business Entrepreneurs category, acknowledging her unwavering dedication to the public relations profession. Headquartered in New York City, Summers is committed to supporting and nurturing the growth of the natural products industry that has served her well throughout her career. Learn more at: www.pitchpublicitynyc.com and www.INICIVOX.com.