Gartner Research

Finding the Marketing Opportunity in Gen Z's Career Priorities

Published: 07 March 2019

ID: G00386837

Analyst(s): Jack Mackinnon


When it comes to career, Gen Z’s focus on stability differs significantly from Millennials’ pursuit of entrepreneurial glory. The youngest generation is entering adulthood with caution on their minds — affecting consumer categories far beyond work.

Table Of Contents


  • Key Challenge
  • Recommendations
  • Introduction
  • Analysis
    • Gen Z Values Information When Making Decisions, So Marketers Should Be Open With Content and Data
    • Encourage Gen Z’s Goals by Prioritizing Financial Stability Along With Workplace Freedom
    • Apply a Holistic Definition to Stability by Understanding Occupational Purpose as a Path to Emotional Balance
  • Case Study
  • Conclusion

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