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Gen Z is getting attention in communities nationwide — even though they’re just starting to join the ranks of local elected positions still held by Baby Boomers, Gen X, and even Silent generations.
That’s because Gen Z—defined as those born between 1997 and 2012—are the most recent additions to the workforce and important drivers of economic growth. A larger demographic cohort than their Millennial predecessors, Gen Z is expected to make up 27 percent of the workforce by 2025, according to the World Economic Forum.
In response, elected officials of all ages are focusing on policies to attract Gen Z — and encourage them to stay. These new initiatives include creating more walkable communities, offering incentives for multi-family housing developments, and adding more public art around town.
Just as Gen X pushed for a better work-life balance and Millennials demanded conversations about flexible work schedules and improved communications, Gen Z is also sure to usher in a new vision for the future of work.
“With the younger generation, there are different ideas and mindsets. You want to attract younger folks and keep them coming here,” said William Wright, a Millennial serving on the College Station, Texas city council. “You can’t have a city that’s nothing but retirees. That will limit your growth and how you look in the future.”
Attracting Gen Z starts with first understanding what sets this group of teenagers and young adults apart from previous generations. Then, local elected officials can use that knowledge to create housing incentives and invest in cultural and recreational initiatives that meet their needs and desires. As a bonus, many are finding that ideas for attracting young residents have big benefits for attracting residents of all ages.
While still coming of age, members of Gen Z have already handled many major world events, with the coronavirus pandemic impacting them economically the most. A recent McKinsey & Company survey found that 58 percent admitted to struggling with basic needs like housing, food, and transportation.
More than any other generation, they report challenges with their emotional and social well-being. They are also very aware of the impacts of climate change and the economic challenges facing the nation. Still, McKinsey also reports they are the most idealistic — a point worth remembering as local officials create new strategies to attract them.
“Some people want the moon and back. There is a desire to make change instantly. I think on a 10-year scale,” Councilman Wright said, comparing his mindset to those of his Gen Z constituents.
Digital Natives
A major difference between Gen Z and every previous generation is that they have always lived in a world where internet technology is readily available. Gen Z are digital natives, meaning they’re more likely to have possessed a smartphone and at least one social media account for most of their lives.
This also means they value — and expect — open and transparent communication on topics that impact them on various online platforms.
Inclusive and Progressive
Along with being connected online, members of Gen Z are also the most racially and ethnically diverse generation, according to the Pew Research Center. Nearly half — 48 percent — are nonwhite, compared to just 18 percent of early Baby Boomers. More than half of Gen Z members — 52 percent — consider themselves nonwhite Hispanics, also according to Pew Research.
Additionally, 20 percent report that they are not exclusively heterosexual, which is twice as many as in previous generations, McKinsey adds.
As a result, they are more inclusive than previous generations and want to be in a community that is open and welcoming to all.
City Councilor Laura Bellis of Tulsa, Oklahoma, which rents out part of its city hall as a co-working space for young, remote workers, said they put extra effort into attracting a diverse population to the city.
“The concept of making everyone feel welcome isn’t controversial,” Councilor Bellis said. “But there’s a needle to thread to ensure we aren’t alienating anyone while creating an environment of tolerance and acceptance. That can be challenging in today’s political climate.”
Pro-Government
Gen Z members, as many may expect, are politically progressive. But perhaps more surprisingly, according to Pew Research, some of this generation believe that the government, rather than individuals or businesses, is responsible for solving some of the biggest problems facing communities.
This generation is also well-educated. Colleges can be a draw for Gen Z but encouraging them to stay requires involving them in decision-making.
“The college students in town aren’t the most vocal. They consider themselves temporary citizens,” Councilman Wright said, referring to Texas A&M attendees. “You have to work harder to put in what they need. It comes to experiences, amenities, and what improves their quality of life.”
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During the current housing market crunch, many elected officials have discovered that the single-family homes that are slowly being vacated by the Silent Generation and Baby Boomers aren’t viable for Gen Z.
“We need more housing stock,” said Jesse Houle, a commissioner in Athens, Georgia. “A recent study showed we are 5,600 short given the current population, and we continue to grow. We have to find places for those people to live.”
Indeed, Athens is less expensive than Atlanta — but a forward focus requires acknowledging the fundamental challenges of affordability for all.
“For Gen Z, buying a house feels like a myth,” Commissioner Houle said. “I’m a Millennial. My parents’ generation grew up with an economic reality that is so foreign to the current reality that they have trouble understanding how inaccessible homeownership is.”
As a result, Commissioner Houle advocates for more building incentives and zoning code changes that allow for greater density. Councilman Wright in Texas agrees that government can help make the transition from college to the workplace easier.
“You want to retain those graduates because if we have educated folks, the businesses will follow,” he said. “You have to give them the housing, entertainment, and businesses. When you keep them here, the businesses stay here. It’s a cycle.”
Beyond creating incentive and development programs to provide adequate housing for young adults entering the workplace, local elected officials are also thinking ahead to create the kind of amenities and opportunities that Gen Z loves.
Tulsa, with funding from a private foundation, is one of many cities offering a financial incentive for remote workers to move there. Councilor Bellis said that the local government must also do its part to make the city competitive with other places offering similar deals.
She said part of the solution involves creating strategies to support local businesses and make the city more walkable.
“I’m a Millennial myself, and I hear from young professionals that there is a lot of opportunity here for entrepreneurs to realize their dream concepts,” she said. “We’re not putting up barriers of zoning or licenses, clunky stuff that stops businesses from thriving.”
Commissioner Houle from Athens said a state penny sales tax is earmarked to support public art projects, which adds to the vibrancy and creativity of the city. Councilman Wright in College Station said officials there are also focused on improving the overall quality of life, such as maintaining parks, the amphitheater, and walking trails.
“As a city, you want to be fluid and dynamic enough to identify changes on the horizon — and put money towards that,” he said. “You never know what the next idea will be.”
