The first global generation is forcing workplace reinvention

Today's young adults are not just adapting: they are reimagining adulthood.

- ROSSANA A. FAJARDO

A new EY global study, The First Global Generation reveals that 18-to-34-year-olds across 10 countries prioritize financial independence on their own terms. They embrace responsibility while rejecting outdated standards, redefining success as a holistic pursuit beyond just financial metrics.

As a result, executives must reevaluate long-held assumptions about their organizations. Here are five insights from the study for organizations to consider in preparing for the next generation of consumers, employees, and citizens.

THE FIRST TRULY GLOBAL GENERATION: CONNECTED, INFORMED, CULTURALLY ADAPTABLE

Unlike earlier generations, the youth today have been exposed to global culture and crises in real time, fostering unprecedented interconnection while still maintaining unique regional identities. Although not everyone engages with the same content, there is a shared tendency to seek answers on common social platforms.

Technology serves as a foundation for these shared global experiences, providing young people with a common digital language and experience that bridges cultural gaps. The widespread use of social media has intensified this effect, with 94% of young adults engaging with these platforms daily. However, this environment is not without its drawbacks; 44% of respondents globally expressed a desire to reduce their social media usage, particularly in countries like Brazil, Germany, and Sweden.

A report by Sven Group highlights that social media is the preferred source of entertainment, education, news, and social connection for Generation Z (born 1995-2012). YouTube, TikTok, and Instagram are their top platforms.

Understanding how technology influences today’s youth is essential for business leaders shaping the future. This insight will guide organizations in evolving their product and service strategies to cater to both global trends and local preferences.

PAST MILESTONES ARE IRRELEVANT