Even if you missed the rest of the series, read this one!
This is the final post in our blog series unpacking the most important shift facing brands and employers today:
Gen Z and Millennials are no longer “the future,” they are the now.
These generations don’t just consume experiences, they curate, judge, and share them.
They’re savvy, sensitive to purpose, shaped by financial stress, and raised in a world of instant access and constant change.
Backed by data from the 2025 Deloitte Gen Z and Millennial Survey and PeopleMetrics proprietary research, here’s what every leader needs to know:
- They live in real time
TikTok, YouTube, Instagram, and Venmo are where decisions happen, not email, print, or slow drip campaigns.
Deloitte Insight: Gen Zs cite social media as their #1 source of life advice, above family, friends, or experts.
PeopleMetrics Insight: When asked where they discover trusted brands, Gen Z and Millennials point to creators, short-form video, and community-driven content, not traditional advertising.
If you’re not native to the platforms where they live and decide, you’re invisible.
- They want emotional ROI
They measure experiences by how they feel, especially when it comes to mental health, inclusion, and respect.
Deloitte Insight: Mental health ranks among the top concerns for both generations. More than half report chronic stress and over 40% say their employers aren’t doing enough to support wellbeing.
PeopleMetrics Insight: In healthcare, younger patients rated experiences up to 25% higher when interactions included empathy, active listening, and emotional validation, even when clinical outcomes were unchanged.
Ease, empathy, and values alignment matter more than size or legacy.
- They expect leadership to be human
Top-down authority no longer earns respect. These generations want leaders who listen, show vulnerability, and give feedback.
Deloitte Insight: 60%+ of Gen Zs and Millennials say self-awareness and communication matter more than technical expertise in leadership.
PeopleMetrics Insight: Workplace satisfaction jumps when employees report that their manager "admits mistakes," "asks for feedback," and "models emotional regulation."
Leadership is no longer about command, it’s about connection.
- Purpose is a trust filter
Mission statements don’t matter unless they’re backed by action. Gen Z and Millennials trust with their eyes.
Deloitte Insight: Nearly 90% say they’re more loyal to purpose-driven brands but less than half believe brands truly live their stated values.
PeopleMetrics Insight: Brand trust increased significantly in advisory panels when companies shared behind-the-scenes efforts to align business practices with stated values.
If your purpose is just a slogan, expect skepticism, not loyalty!
- They’re always learning
Growth is part of their identity. If you’re not helping them grow, you’re holding them back.
Deloitte Insight: 70% of Gen Zs and 59% of Millennials are actively developing new skills weekly, yet many say their employers don’t support this.
PeopleMetrics Insight: Gen Zs frequently cite “learning something new” as a key motivator for participating in research, communities, and brand experiences.
Empowerment beats education. Offer tools, not just training.
- They’re fluent in AI, but crave humanity
They embrace automation and AI but value humanity where it matters: conflict, emotion, nuance.
Deloitte Insight: 67% of Gen Z and Millennials believe that as AI increases, so does the need for human connection.
PeopleMetrics Insight: CX scores were higher when live human support was offered after initial chatbot or automated experiences, especially in healthcare, finance, and high-stress situations.
Use AI for speed but lead with empathy to build trust.
- Financial stress shapes everything
These generations are under pressure, and that pressure affects everything, including how they buy, work, stay, and trust.
Deloitte Insight: 51% of Gen Zs and 45% of Millennials feel financially insecure. Less than 30% are confident in their long-term financial future.
PeopleMetrics Insight: Financial transparency, fairness, and cost flexibility are now core experience drivers, especially in healthcare, subscriptions, and employment decisions.
Don’t ignore the money. Design with empathy for financial reality.
- They want fewer, better choices
Overwhelmed by noise, they crave clarity. Confusion kills trust. Simplicity earns it.
PeopleMetrics Insight: CX programs that simplify customer paths and remove decision friction consistently score higher, especially among Gen Z audiences.
Cut the clutter. Curate what matters.
Final Word
Gen Z and Millennials are not just another generation.
They are the experience generation.
They buy with intention.
They work with meaning.
They follow leaders they trust.
And they engage with brands that actually get them.
If you want their trust, earn it.
If you want their loyalty, grow with them.
Coming Soon: The Experience Generation (Free eBook)
We’re turning this full series into a downloadable eBook—packed with:
- All 9 blog posts
- Actionable takeaways
- Integrated Deloitte + PeopleMetrics insights
Drop a comment or DM if you want early access.
Thanks for reading!
