These generations don’t wait to be taught. They seek, test, and apply … constantly!
One of the most overlooked truths about Gen Z and Millennials is how obsessed they are with self-directed learning.
They’ve grown up with YouTube tutorials, Skillshare, Coursera, and TikTok explainers. They learn in public. They learn on the go. They learn on their terms.
According to Deloitte’s 2025 Gen Z and Millennial Survey:
- 70% of Gen Zs and 59% of Millennials are actively developing new skills outside of work on a weekly basis
- A majority say they don’t feel their employer is doing enough to support their development
- And most say they expect brands and platforms they engage with to help them grow, not just sell to them
They’re not looking for credentials.
They’re looking for capability, confidence, and control.
- Learning = empowerment.
This generation sees every skill they gain as a step toward independence. Whether it’s financial literacy, AI prompts, side hustles, or mental health tools, learning is how they build security.
Implication: If you want loyalty, help them grow. Create experiences that build skill, expand insight, or deepen self-awareness, even if you’re not in the education business.
- They don't want static content; they want dynamic enablement.
Traditional onboarding manuals and static training videos? Too slow. They prefer learning by doing, learning in community, and getting feedback in real time.
Implication: Give them interactive, flexible ways to learn. Bite-sized content, peer-led sessions, creator-style explainers, or AI-enhanced tools that adapt to their behavior.
- Learning is part of identity.
The skills they pursue signal who they are and who they want to become. Whether it’s a new coding language, a personal finance course, or a new fitness goal, what they learn is part of their story.
Implication: If your brand helps them feel like they’re becoming a better version of themselves, they’ll keep coming back.
- They expect you to evolve too.
You can’t just offer a great product or service. You must keep evolving it. If they’re upgrading their skills, they expect you to upgrade your experience.
Implication: Stay curious. Ask for feedback. Show you’re growing alongside them (not just marketing to them).
Bottom Line:
Gen Z and Millennials aren’t passive participants.
They’re active learners. Constantly scanning for tools, insights, and experiences that move them forward.
If you’re not part of that journey, you’re not part of their life.
Next up: “The Future Is Human: Why Soft Skills Matter More Than Ever”
Despite their digital fluency, these generations value emotional intelligence more than ever and expect brands and leaders to demonstrate it.
