Generation Z’s expectations expose gaps in corporate leadership and research outreach

Management expert Ralf Overbeck warns that many companies misinterpret the work attitudes of Generation Z, blaming a lack of willingness instead of outdated leadership. He stresses that young employees need clear goals, frequent feedback and trustworthy managers, not perks such as fruit baskets or remote‑work policies. Overbeck says, “The problem is a leadership that expects young people to think, work and communicate like their managers did 20 or 30 years ago.”

A new study by the HWZ Hochschule für Wirtschaft Zürich reveals that 83 % of Swiss 16‑ to 24‑year‑olds are scarcely reachable through traditional recruitment channels like e‑mail, jeopardising the representativeness of market and social research. Dr Bruno Wüest warns, “When an entire generation is missing from studies, decisions in business and politics are made blind.” The research recommends supplementing classic methods with messenger services and platforms such as WhatsApp and Instagram to secure reliable data and maintain engagement with the generation that will become tomorrow’s main consumer base.