Generation Z is entering the workforce, and now’s the time to incorporate Gen Z apps for refreshed company policies.
This generation is truly mobile—they grew up with the internet and don’t know a time before smartphones, mobile applications or social media. Because of this, Gen Z is also the most influential demographic currently using the internet.
They already have more purchasing power than many people realise. Last year in the United States, Gen Z spent $44 billion online and influenced spend more than 10 times that amount. As this generation moves into the global workforce and has increased spending power, they will continue to shape the online and corporate worlds.
Types of Gen Z apps to consider
Chat and messaging
Gen Z apps tend to have robust communication, chat and messaging capabilities. Instant communication is important to Gen Z and they have access to several apps to stay connected. Many popular apps like Instagram and WhatsApp have capitalised on this generation’s desire for instant messaging.
According to mobile engagement platform OpenBack, Gen Z tends to choose apps where posts are private or temporary. Furthermore, apps with push notifications are the best way to communicate with Generation Z—they’re instantaneous, easy to personalise and will disappear once the user has engaged with them.
Companies should keep this in mind when defining their internal communication policies. As this new generation grows within the workforce, Gen Z apps could be incorporated into policy as preferred ways to communicate with and amongst employees.
The sharing economy
The sharing economy is where individuals pay to access someone else’s goods or services, such as cars or homes. Although Millennials were the first to drive the growth of the sharing economy, Gen Z is picking up what they started.
Companies like Uber and Airbnb have tapped into the movement towards peer-to-peer networks. Uber’s technology allows drivers to use their personal vehicles to connect to individuals in need of rides, while people can rent out their homes or rooms to those who need accommodation.
These companies also offer corporate solutions for business travel. Uber for Business and Airbnb for Work are becoming increasingly relevant to include in company policies. Uber for Business allows Gen Z employees to continue using apps they already use in their personal lives, with the added benefits of simplifying the expense process and ensuring trips are within policy.
Social networking plays a crucial role in the lives of Gen Z. Although this generation uses social networks frequently, they’re less active on early platforms such as Facebook and Twitter. The current social media platform of choice among Gen Z is TikTok—over 41% of TikTok users are between 16 and 24 years old.
It’s important when crafting company policies to consider how to leverage social media among Gen Z, from both a communication and engagement perspective.
Social networks are often key in employer branding and recruitment. Businesses that are able to use these platforms with an appropriate tone—usually light-hearted and irreverent—are likely to win favour from Gen Z employees.
Gen Z apps: a summary
Gen Z is a generation that heavily relies on the mobile world to communicate, make payments, purchase products, and share their daily experiences. And with spend in this generation rapidly outpacing that of other online generations, it’s more important than ever for companies to consider Gen Z apps as part of their ongoing corporate policies.