By Natalie Bishop,

Generation Z, the oldest of whom are 23, is preparing to take the workforce by storm. A generation borne of digital innovation and social progression, these individuals embody a number of characteristics that are sure to spark change in the PR sector. So, as applications to universities fall and an entrepreneurial culture grows among the ranks – what impact will this have on traditional agencies?

Perhaps most importantly, Gen Z could shake up the traditional agency structure. The cost of higher education rising sharply over the last few years has made going straight into the workplace an increasingly attractive option. Connectivism and access to information both contribute to these people’s ability to clue themselves up on a whole array of topics, which is fostering a strong spirit of entrepreneurship.

In fact, according to a study by Millennial Branding and Internships, 72% of high school students want to start their own company in the future. This could mean a boom in boutique PR consultancies or perhaps existing agencies replacing top-down decision making with a horizontal network of self-organising teams.

Interestingly, Gen Z’s expectations of companies are higher than previous generations and they are often concerned with wider issues of sustainability and social responsibility.

Even LADbible, which used to be heralded as a broker of humorous, controversial and perhaps even borderline offensive content, has changed its tone to reflect its audience’s passions – like advancing social good. Over half of 18 – 34-year olds in the UK follow LADbible, which reports that its core readership is interested in three key subjects; mental health, politics and the environment.

These social priorities are spilling over into other areas and many Gen Zs are surfing the ever-growing wave of ethical consumerism. The impact of this on the PR sector is broad. In-house and agency teams alike are becoming aware that sustainable products and transparent conduct get results. And businesses that are responding to this are reaping the benefits – with the bonus of being left alone by journalists exposing data breaches, corruption, unethical supply chains etc. Generation Z’s input is invaluable when understanding the intricacies of these new demands – but they are also directing them inward at their own managers.

These young people possess many traits that would be an asset to any PR team. Gen Z is big on individuality and 92% of this demographic has a digital footprint which includes social media profiles honed to suit their tastes, reflect their lifestyle and promote their own personal brand. As well as this, the truly global reach that their – to some, exhaustive – use of the internet has given them means that they have more access to and a better understanding of people from other cultures than generations before them. For organisations looking to reach new markets, what better skills could exist in their PR people?

The Wall Street Journal comments that “the generation now entering the workforce is sober, industrious and driven by money.” Although it may scare us when they admit to never having seen a cassette tape, Generation Z has a huge array of digital skills to offer any agency, but with such an entrepreneurial mindset, will they choose to?

Natalie Bishop is an Account Manager at BlueSky Education PR

Photo by Anthony Ginsbrook on Unsplash