Gen Zers are in their 'boycott era', even when it comes to which jobs they apply for

• Gen Zers are in their boycott era, turning against anything that doesn't align with their beliefs.
• This includes the jobs they go for and those they try to avoid.

Gen Z is in its boycott era.

Zoomers seem to be sick of climbing the corporate ladder, tipping culture, dating apps, and rich influencers selling them stuff.

They also stick to their guns when it comes to applying — or not applying — for certain jobs when companies don't align with their beliefs, according to experts and Gen Z professionals.

While there's been an understanding in previous generations that the place where one earns their money doesn't necessarily have to be a place they inherently agree with, Gen Z places the value of its principles higher.

A recent TikTok, for example, highlights the movement. The creator said that they were quitting their job at Starbucks and that they judged every customer who still ordered from there.

Starbucks has faced criticism and boycotts during the Israel-Hamas war from supporters of both sides. Pressure against the company has also been building since 2022 in response to union-busting tactics.

As a result, it has become severely frowned upon by a large sector of young people on social media for people to show themselves ordering from the chain. Other recently shunned companies include McDonalds, Pizza Hut, Hyundai, HP, and Siemens.

Some companies may be starting to take notice and change. Deloitte, for example, has committed to environmental sustainability and social equality following its 2023 Gen Z and Millennial Survey that found younger generations were demanding more from employers regarding these issues. In a 2018 survey by Deloitte, 77% of Gen Z respondents said it was important to work at a company whose values aligned with theirs.

Gen Zers told Business Insider they would spurn certain companies that didn't reach their expectations when it came to LGBTQ+ issues, world conflicts, and policies — or lack thereof — around work-life balance and time off.

Karim Adib, for example, a Zoomer who works as a public-relations specialist at ClickThrough Marketing, told BI that Gen Zers were very aware of their impact on the world, including how they were making their money.

He said growing up with the internet and starting their careers in a remote work environment had given the generation more options.

"With those options, we now don't have to join companies that don't align with who we are because there are plenty of companies that do that we can apply for," he said.

Omar Taleb, a Gen Zer who graduated last year, told BI he was surprised to learn how much he cared about a company's values when considering prospective job opportunities.

He never considered his employer "to be the barometer of morality," he said, but since the pandemic, Black Lives Matter protests after the death of George Floyd, and the ongoing conflict in Gaza, "neutrality seems so dated," he said.

"We were given no choice but to care about a company's ethics and principles," he said. "A company with stated values and actions to support said values tells me they see themselves as a force for good in society. It makes it all the better showing up to work and putting in the hours."

Bringing their whole selves to work

Erin McGoff, a film director and TikTok creator who makes content about life and career advice, told BI Gen Zers had a goal of bringing their "whole self to work."

Traditionally, with previous generations, there has been a work-life separation, such as not discussing one's personal life or politics in the office.

But McGoff said Gen Zers wanted their workplace to align politically — so they had to talk about it. At the same time, they're big supporters of the work-life balance — coining the term "lazy-girl jobs" and believing in the benefits of "quiet quitting."

"They want to bring their whole selves to work, but they also don't want work to be their life," McGoff said.

Adib said the issues important to him included social equality and giving everyone a fair shot.

"I can't associate or work with any company that helps further social inequality in any way, as no paycheck can help feeling you're making someone else's life harder by doing your 9-to-5," he said.

Gabrielle Yap, who's 26, said Gen Zers grew up in a time when information was available at their fingertips 24/7.

"We've seen the good, the bad, and the ugly of various companies through social media, news, and other channels," she said.

"That means we're pretty clued into what goes on behind the scenes, and we're not just looking for a flashy brand or a big paycheck. We want to align ourselves with companies that walk the talk, so to speak."

Whether it's social-justice initiatives, environmental policies, or fostering diversity and inclusion in the workplace, Yap said she wanted to feel as if she was contributing to something meaningful at work.

"I want to see tangible evidence that the company is committed to these values," she said. "It's not just about making a profit anymore; it's about making a difference."

Research from Bright Network, a networking service that connects recent graduates and students with employers, found that sustainability was an important consideration for 92% of young job-seekers who wanted the companies they were applying for to be moving toward net-zero status.

A recent survey by the legal recruiter Major, Lindsey & Africa also found that when considering an employer, 60% of Gen Z lawyers thought pro-bono work was of high importance.

"Our generation was also blessed with the knowledge that there's more to the world than just our immediate surroundings," Adib said.

"With that came the knowledge that your work affects other people around the world, the environment, and maybe even future generations."

Moving the needle on what we discuss at work

Khalid Machchate, the chairman of K&W Technology Group and a millennial who hires Zoomers, told BI that politics, money, and even religion had all become discussable in the workplace for Gen Z, "which would've been unfathomable to previous generations."

"The company's public stance on these points, as well as the managers' views, affect the organization's capacity to hire Gen Zers," he said.

He added that this cohort also tended to quit "fairly quickly" if their organization didn't align with their views.

Taleb told BI it wasn't that he wouldn't apply for certain jobs, but he would question how long he could last in an environment that he disagreed with.

"Especially as a gay man of color," he said. "Sitting in an office and pretending the social fabric isn't fraying doesn't work for me and the rest of my generation."

Yap told BI that transparency was something she valued highly at the company she worked for. This includes what its policies are, as well as its shortcomings.

Overall, she said, she appreciated a good company culture — somewhere she felt "valued, supported, and empowered to grow both personally and professionally."

"A company's principles, ethics, and values are a big part of shaping its culture," she said. "When those values align with my own, it creates a sense of belonging and purpose that goes beyond just punching the clock every day."

Correction: April 17, 2024 — An earlier version of this story misstated the survey in which 77% of Gen Z respondents said it was important to work at a company whose values aligned with theirs. It was a 2018 survey by Deloitte, not Deloitte's 2023 Gen Z and Millennial Survey.