Generation Z, often referred to as Gen Z, comprises individuals born between the mid-1990s and early 2010s. This generation, which currently represents nearly one-third of the global population, is poised to reshape the beauty industry as they enter and begin to dominate the workforce. What should current salon professionals understand about Gen Z and the beauty industry?
How Gen Z embrace beauty
Generation Z has redefined the standards of beauty in a way that distinguishes them sharply from previous generations. Growing up in a digital world saturated with heavily edited images, they have developed a keen awareness of the artificiality that often underlies the portrayals of beauty in media.
Unlike Millennials, who were profoundly influenced by the rise of social media and the advent of filters and Photoshop, Gen Z is more skeptical of these tools. They recognize that the flawless images they see online often do not reflect reality and are less likely to aspire to such unattainable standards.
Understanding Gen Z as they enter the workforce
Gen Z are true digital natives. Technology is not just a tool for them; it is an integral part of their lives. This connection to technology has influenced their communication styles, learning preferences, and work expectations.
Here are some characteristics that the majority of Gen Z possesses:
- Digital savvy: Gen Z has been immersed in technology from a young age, making them proficient with digital tools and platforms. They are comfortable with social media, online learning, and virtual communication, which are integral parts of their daily routines.
- Values-driven: This generation values authenticity, transparency, and social responsibility. They are more likely to support and work for companies that align with their personal values, especially when it comes to environmental sustainability, social justice, and ethical business practices.
- Diverse and inclusive: Gen Z is the most diverse generation in history, and they expect inclusivity in their workplace. They value diversity not only in terms of race and gender but also in terms of thought and experience.
- Pragmatic and security-oriented: Unlike Millennials, who are often characterized as idealistic, Gen Z is more pragmatic and focused on financial security. They grew up during the Great Recession and are keenly aware of the importance of stable employment and financial independence.
Work ethics and learning preferences
Gen Z’s approach to work and learning is also unique. They tend to favor hands-on, experiential learning over traditional classroom-style education. They prefer clear, concise communication and are more likely to engage with content that is visual and interactive. In the workplace, they value feedback and opportunities for growth but are less likely to respond well to rigid hierarchical structures.
Attracting Gen Z to the beauty industry
As Gen Z enters the workforce, the beauty industry must adapt its recruitment strategies to attract this generation. Traditional job postings and recruitment methods may not be as effective with Gen Z. This group is far more likely to discover job opportunities through social media, online communities, and peer recommendations.
Leveraging technology for recruitment
- Social media presence: To attract Gen Z talent, beauty industry employers should maintain a strong and authentic presence on social media platforms like Instagram, TikTok, and LinkedIn. These platforms are where Gen Z spends a significant amount of their time, and they are more likely to engage with brands and businesses that are active and relatable online.
- Interactive job postings: Traditional job descriptions may not resonate with Gen Z. Instead, consider using video job postings, interactive content, and virtual reality (VR) experiences that showcase the company culture and work environment. This not only grabs their attention but also allows them to visualize themselves in the role.
- Peer influencers: Gen Z is highly influenced by online influencers. Partnering with beauty influencers who resonate with Gen Z can be an effective way to reach potential candidates. These influencers can share their experiences working with your brand, providing a relatable and trustworthy perspective.
Showcasing company values
Gen Z is drawn to companies that align with their values, so it’s essential for beauty industry employers to clearly communicate their commitment to sustainability, diversity, and social responsibility. Highlighting these aspects in recruitment materials, on social media, and during interviews can make a significant impact.
- Sustainability initiatives: Demonstrating a commitment to environmental sustainability, such as using eco-friendly products and reducing waste, can appeal to Gen Z’s eco-conscious mindset.
- Community engagement: Highlighting how your company gives back to the community, whether through charitable initiatives or volunteer programs, can resonate with Gen Z’s desire to make a positive impact.
Providing continuous learning opportunities for Gen Z and the beauty industry
Gen Z is a generation that values education and personal growth. They are eager to learn new skills and advance in their careers. However, they expect learning to be engaging, relevant, and accessible.
- Digital learning platforms: Offering digital learning platforms that provide on-demand training, tutorials, and certifications can be highly effective. Gen Z prefers learning at their own pace and on their own terms, so providing them with the tools to do so is essential.
- Mentorship programs: Pairing Gen Z employees with experienced mentors can provide them with the guidance and support they need to navigate their careers. Mentorship can also help bridge the gap between different generations in the workplace, fostering collaboration and understanding.
- Experiential learning: Hands-on training and experiential learning opportunities, such as workshops, internships, and real-world projects, are highly valued by Gen Z. These experiences allow them to apply their knowledge in practical settings and gain confidence in their skills.
Creating a flexible and inclusive work environment
Flexibility and inclusivity are key to retaining Gen Z in the workplace. They are less likely to tolerate rigid work schedules and environments that do not support work-life balance and inclusivity.
Offering flexible work arrangements can help attract and retain Gen Z employees. This may include remote work options, flexible hours, and compressed workweeks. They value the ability to balance their work with their personal lives and other commitments.
Also, creating an inclusive workplace culture where all employees feel valued and respected is essential. This includes promoting diversity in hiring, providing equal opportunities for advancement, and fostering an environment where everyone’s voice is heard.
Gen Z is more health-conscious than previous generations, and they expect their employers to support their well-being. Offering wellness programs, such as mental health support, fitness classes, and healthy snacks, can show that you care about their overall well-being.
Embracing the future with Gen Z and the beauty industry
The beauty industry is at a pivotal moment as it begins to welcome Gen Z into its workforce. By embracing technology, providing continuous learning opportunities, and creating a flexible work environment, beauty industry employers can also build a workforce that is engaged, motivated, and ready to drive the industry forward.
As Gen Z continues to shape the future of work, it’s essential for salon professionals and beauty industry leaders to stay attuned to their needs and preferences. By understanding and adapting to this new generation, the beauty industry can thrive in a rapidly changing world. This ensures that it remains innovative and inclusive for years to come.
