Getting out of Gen Z’s way

How might we help Gen Z designers make their mark?

In 2014, hedge-fund manager Martin Shkreli acquired the life-saving anti-malaria drug Daraprim. He proceeded to raise it’s price from $13 to $750 per tablet, overnight. A dick move, I’m sure you’ll agree. Needless to say this made Shkreli public enemy no 1. But it also did something else. A group of high school students in Australia, outraged by his actions, set out to recreate the drug in their school laboratory. Remarkably, they succeeded. They demonstrated that Daraprim could be produced easily and at low cost thereby strengthening the case against Shkreli. Their actions contributed to his expulsion from the pharmaceutical industry and the restoration of Daraprim's original price.

The inventive spirit of these teenagers highlights a shift in the creativity of today’s young minds. It reflects a generation unwilling to wait for others to solve the problems they care about.

Hold that thought.

I currently lead the design function at Frontiers — a renowned open-access publisher of peer-reviewed scientific journals. Unlike traditional science publishers who limit access to only those with institutional affiliations or subscriptions, (tut tut), at Frontiers we make them freely available online, to everyone.

Why am I telling you this? Because like those high school students in Australia, I believe in what I’m doing. And the same goes for my design team, a talented group of twenty-somethings who genuinely support the company’s mission; ‘to enable healthy lives on a healthy planet’. It drives them to do their best work because it is work that makes a difference.

Gen Z and the need for purpose

The need for purpose is palpable among today’s young designers. They are increasingly selective about who they work for and what they create. Their disenchantment with the world they’ve grown up in has instilled a fundamental desire to make a positive impact. They don’t just want to make things that are good; they want to make things that do good.

Their assigned moniker Gen Z carries negative associations, just as it did with previous “gens”. Indeed us Gen-X’ers were originally referred to as ‘Slackers’. This confused me at the time. It was born of fear — fear of not knowing what we were going to do. Whilst the unknown can be unsettling, such generalisations can’t be helpful.

Research suggests Gen Z are lazy and self obsessed. We’re told they don’t volunteer for community service or charity work. Is this because they don’t want to contribute? Or might it be that they’re more interested in tackling the problems that cause the need for volunteering?

Having witnessed different behavioural chapters during my time in the creative industries, I’m frequently humbled and inspired by this latest cohort’s passion and intelligence. But try telling that to anyone over the age of 35 and you’ll find yourself on the receiving end of a derisive“pfft”.

Then VS Now

My career began in the mid nineties when the internet was in its infancy. Information was far less accessible than it is today. Creative agencies had more time and space to experiment. We were expected to dazzle our clients and instil confidence in the products they were selling. There was often no data accompanying the brief. We were guided solely by our clients' instincts and assertions.

Dyson is a great example of this. Ahead of it’s launch in 1993, James Dyson was seeking investment to develop his new product. Famously he had zero data to support his belief that people would fork-out a substantial amount of money on what was ostensibly “a cool-looking vacuum cleaner”. Yet somehow he managed to secure the investment and the product was a giant hit. Their bet paid off. But that wouldn’t happen today. Such a gamble would never be considered, let alone taken without sufficient data .

Product design now responds to us; the customer. This data-driven approach has altered our expectation. As consumers, instead of waiting to be offered, we take what we want. Digital has enabled new levels of gluttony. Booking a flight, a taxi or a hotel is effortless. Shopping, socialising, dating, banking and bingeing can all be done from home. Lying in bed, even!

Which brings us to where we are now; reexamining our work and it’s impact on society. Despite best intentions our connected world has divided society. It has caused mistrust, paranoia and tribalism. We’ve complicated things by providing platforms that enable the voices of hate, conspiracy theories and misinformation.

And let’s not overlook the incessant barrage of social media distracting us from one another and from issues like climate change. When the pandemic struck, it felt like a crucial moment for us to reset and refocus. We experienced a mass sense of shame that we had all somehow contributed to the chaos. Many X’ers and Boomers inhabiting leadership roles began frantically seeking ways to fix things. But are they the right people to fix them?

Getting out of their way

In 2016 I saw the author and economist Noreena Hertz give a talk in Rome in which she reframed Gen Z, calling them instead ‘Gen K’. The K referred to Katniss Everdeen, the hero of the Hunger Games — a series of books and films that were incredibly popular with Gen Z. Katniss was driven by two things; survival and doing good for others.

This struck a chord with the film’s young audience who were coming of age in a world fraught with paranoia, distrust, terrorism and economic instability. A pervasive sense of threat loomed over their formative years.

So it’s not surprising that Gen Z are disengaged with the political system. On the one hand they identify as socially liberal. Yet on the other they are financially conservative. That combination doesn’t quite fit with either of the mainstream political parties.

So while it’s important for young people to vote, the solution to their disengagement lies not in merely re-engaging with politics, but in exploring new ways of thinking. Maybe we should get out of their way. I’m not trying to duck any responsibility by saying that. In fact I believe getting out of the way is our responsibility. We can do this by helping Gen Z to explore their ideas, not ours. They should feel valued and heard. Not led.

So how do we do that?

Well it shouldn’t feel like a massive undertaking. We can start by making small changes in how we work together. For those of you in a leadership role, I have three suggestions that might help you get started. Equally, if you’re a Gen Z’er, read on…

1. Listen

Give them a voice — Invite younger members of a team to the meetings they wouldn’t usually expect to attend. The ones where bigger solutions are sought. As their sponsor, you should make it clear that you’re keen for them to contribute, and that you will support them. Anything goes etc. Bear in mind that senior members of your team have more responsibilities — in their life, their career etc — which can make them fearful of sticking their neck out and suggesting new or different approaches. Whereas a junior team member’s lighter load and inexperience will help light a fire under everyone in the room, allowing ideas to flow more freely. Ideas that unlock change.

2. Challenge

Set them a challenge — Identify the things that you’re both passionate about. Don’t be surprised if these include issues your business is struggling with, like it’s carbon footprint or diversity in the workforce. Junior members of the team will appreciate the opportunity to research these subjects and playback their findings and recommendations. It affords them purpose and ownership which I’m certain will result in a bunch of new ideas, be they good or bad. Remember; a so-called bad idea could turn out to be a great idea, (see Dyson). You just have to give it a chance.

3. Broadcast

Find them a platform — Encourage junior team mates to share their thinking outside the company. In a blog post online, or on a stage in-person, eg. at a meet-up event, their former school, college or university. For them; it provides purpose and professional development. For you; it can raise your company’s profile as an employer of young, critical thinkers. And for everyone; knowledge-sharing contributes to the conversations we should all be having as a society.

Today’s world is the only version Gen Z have ever known. But each generation replaces the last. They will have their own ideas on how the future should look. Just like we did! And inevitably they will design a future in which to thrive. Let’s help by getting out of their way.

Thanks for reading. This post was adapted from a talk I gave at the Eyes & Ears media conference in Munich, 2023. If you enjoyed it, please Like and Follow for more.

Maybe you have some challenges, builds or observations on this subject. I’d love to hear them. The comment button beckons 👍