Say hello to Generation Coronials
For our Millennials (born 1980-1994) and Gen Zs (born 1995-2009), generations for whom lifestyle satisfaction and experiences have been central, for whom the ‘enjoyment’ and social aspects of work have been seen as ‘essential’, and where interaction in both online and offline contexts is primary, the ripple effects of COVID-19 are already having a profound effect.
Occasionally in history there are global events of such immense and far-reaching impact that they fundamentally reshape the worldview and outlook of a generation. We saw this with the Great Depression and World War II shaping the Builders Generation. While the current pandemic is still unfolding, the effects may be lasting and profound in shaping the perspective of our emerging generations. As the global community is collectively grappling with what COVID-19 means for each of us, I have been asking Millennials and Gen Zs how it is affecting them personally, and what impact they see it having on their generations in the longer term.
The lucky and not-so-lucky ones
Some consider themselves the “lucky ones” as they have been able to maintain their normal job and adapt to working from home; for others the impacts have already been extremely confronting, with many experiencing immediate job losses. We may see a growing divide between those who can continue working, and those who have lost their job and perhaps even seen their entire sector come to a halt.
“I’m feeling like I am already adapting to a new way of living and working. I am one of the lucky ones who can work from home, which is helping me feel safer and like I’m doing my bit to help society.” Lauren, b.1991
“As for work, as a casual I’m no longer getting any shifts because work has to prioritise the full time and part time staff. I’m not too worried about the virus itself, but it really is impacting the way I study.” Jesika, b.2000
The lifestyle shutdown
Whilst the young people I interviewed hadn’t knowingly come in contact with anyone with the virus, the impacts of COVID-19 are mostly being felt on their lifestyle freedoms and social life, their employment prospects and finances, and study interruptions.
“For my generation, I don’t think the health risk is everyone’s biggest worry – I think they’re concerned with hanging onto their lifestyle. This will cause my generation to radically rethink what parts of our life are actually essential… it’s going to dismantle some of our preconceived ideas of what are necessities. People can’t meet in cafes or go to the gym, go to the movies, go to bars and clubs – those things have been huge outlets for my generation... removing them will make people rethink what they are actually living for.” Will, b.1993
“I am shocked about the impact it has had on everyday life. This is the first time in my life time we have seen a crisis. I am not fearful for myself, but more fearful for older people and the people who will lose their jobs due to the economy tanking. Overall, I don’t know if it’s fully hit me that this is actually happening.” Josh, b.1998
A digital generation craving face-to-face learning
As Gen Z comprise the majority of our student base, many are grappling with the complete shift to online learning. While they are a tech-savvy generation, many have a preference for practical hands-on learning and group discussions. While they feel competent in using online platforms, there is a sense of grief over what will be lost without face-to-face classes and discussions. They are also struggling with how they will keep themselves motivated to learn from home.
“COVID-19 has changed the way we look at everyday life. My university is currently on break while they move all of our classes online… I know that motivation levels are going to be a problem.” Taya, b.2001
It's going to make uni life pretty hard - we are on break for two weeks currently as they try to put all out classes online. However I have two practical classes - anatomy and chemistry which are going to be extremely difficult to learn online! Jade, b.2002
“There is a lot of time to do work/study, but the lack of social interaction makes it harder for social learners like me!” Tahlia, b.1997
“I think we're all pretty terrified. I don't think universities and schools were ready at all; there was a lot of troubleshooting that needed to be done in order to make things work smoothly online and it just wasn't done. It also means kids without high speed broadband in their home are at a disadvantage and most schools didn’t prepare for that either.” Mitch, b.1995
“With my study, my uni goes back online next week. My classes were highly group discussion based and face to face was the most helpful way to learn. So I am waiting to see how the online platform will go for my degree. I am anticipating it will probably be worse and harder to learn if I’m honest.” Brooke, b.2000
A global youth culture meets a global pandemic
The far-reaching restrictions on our usual freedoms and ‘normal’ lives have been extremely confronting for us all. But what do they mean for Millennials and Gen Zs, the vast majority of whom have personally never borne the brunt of a deep recession or world crisis? Stories of “The Great Depression” that their grandparents (and great-grandparents) experienced will have always felt so distant from the consumer-driven lives of comfort and convenience facilitated by an increasingly connected, digital age.
Gen Zs have shaped the most globally connected youth culture we have ever seen. Across vast geography and cultures, they have been socialising on the same social media platforms, watching the same YouTubers and Instagram influencers rise to online fame, listening to the same artists and sharing albums with fellow music streamers around the world. Many Gen Zs in Australia have seen international travel as a rite of passage before real ‘adulting’ kicks in.
They have shopped for global brands and had the products delivered to their door with the click of a button from their smartphones, without knowing any differently. They have formed a bond with each other as they have reviewed products, brands, restaurants and services and left reviews to help their peers. They have more in common with their generation all around the globe than any previous youth generation has experienced. But with the global pandemic of COVID-19 revealing the cracks of such deeply entrenched global interdependence and connectivity, how will this pandemic affect these generations in years to come?
I just need a job: The shift from job opportunity to job security
When the Millennial generation, also known as Gen Y, entered the workforce they challenged the status quo by pushing for more work-life balance and flexi-working, sending many organisations into a spin. With Gen Z now the emerging cohort of workers, their work priorities and demands have continued to challenge the parameters of what work is and how it can be done. With many entering the workforce empowered and tech-savvy, these generations have brought much needed skills to the table, yet also been a pain point for some in the older generations who have found their “entitled” attitude to work frustrating.
Over the last few years I have conducted a lot of interviews with Gen Zs and asked them “what will matter to you in your career?”. Repeatedly, the top priorities I have heard are that they want to enjoy work, have friendly colleagues, have flexibility and variety in their job role, and have a sense of purpose and ongoing growth.
They have created opportunities that have come with significant digital disruption to jobs, and have not been afraid to embrace the gig economy and casualization of the workforce. Many young people have enjoyed the benefits of increased connectivity and have a ‘side hustle’ earning them money. Flexibility, fun and fulfilment have mattered more than job security and permanence in a ‘boring’ job. However, in the present situation a number of Gen Zs are beginning to form rather different expectations of work. As many Gen Zs have had casual jobs and worked in hospitality, entertainment and event industries, they have been among the first to lose their jobs with the new shutdown rules and restrictions.
“For my degree, finance was what I enjoyed. But now I’ll have to take any work I can” Harry, b.1998
“I think I will most certainly be more grateful for my job because of this. This has all made me realise that I take my jobs for granted. However having a job I enjoy is really important to me, so I won’t be looking to compromise on that. The overall result I think is that our generation will be WAY more grateful for the jobs we will have when this is all over” Brooke, b.2000
“There will be a lot of people in my generation who have never faced the thought of being out of work – being young you can just jump into something else – work casually here or there – I think as those opportunities are more limited people might become more fearful about how they can support themselves. You’ll see a stark contrast between people who can work from home online and those who can’t. Those who financially can’t support themselves anymore are in a whole different space… If you asked people two weeks ago “what jobs are beneath you?” and asked them now, those lists would look very different.” Will, b.1993
Opportunities for innovation
Despite the job losses and other set-backs, an optimism for innovation amidst the challenge is shining through. From considering how they can use their tech-savvy skills to innovate, to realising the office shut down has given more time for creative thinking, it is possible that some positive outcomes will emerge amidst the immense difficulty.
“I think our generation is well-equipped from a technology perspective to adapt and stay connected during this time. For me it has also opened up the option of using online platforms for work in the future, now that I know how easy and effective that can be.” Lauren, b.1991
“Working from home is definitely allowing me to think more creatively, introduce new things to my routine that I usually don’t have time for in the mornings or even in the evenings. I am more relaxed and get to spend more time with my family!” Mikeah, b.1997
“I feel terrible that so many have lost their jobs. So many have been hurt by this. I am hoping for entrepreneurs to rise and create jobs that don’t profit from or shift risk to the weak. Despite the job losses, I feel greater opportunity with someone of my (small) tech ability and confidence to work in multiple fields in future. It does make me conscious of the future generations entering the workforce, and that they will need to be platformed to succeed + bring their innovation to companies, before situations like this pandemic arise. Levi, b.1992.1992
“My feelings regarding COVID-19 are positive that this will pass us. Even in the light over losing employment and now looking for work, I still believe that we as a society will come back from this stronger than ever. My heart goes out to people that aren’t financially well off, living on their own, have medical conditions that need to be taken care of and people that are already in poor living conditions such as domestic violence” Jase, b.1987
Going back in time
For a generation who have grown up with the ‘immediate’ (think Google searches, 24 hour news cycles, music streaming, and constant social media updates), will the far reaching impacts of COVID-19 may adjust their career perspective to focus more on longer term positioning than shorter term enjoyment.
The Builders Generation (born 1945 and before) who grew up during the Great Depression and World War II had different priorities when it came to work. Following them, Baby Boomers (currently making up approximately a quarter of the workforce and holding many leadership positions), have adopted a similar work ethic and remember that in the early days of their careers, they were grateful to have a job, and prepared to do repetitive, manual work as part of earning their stripes.
From the perspective of Maslow’s Hierarchy of Needs, Builders and Boomers at the start of their working lives focused on the needs of survival and security and were not so concerned with higher order needs of self-actualisation being fulfilled through their job.
Perhaps the economic impacts of COVID-19 will rebalance the priorities of Gen Zs in this space. Although they have been raised in an environment saturated with ‘options’ and have grown accustomed to constant stimulation, they will place more value on the security of a permanent job role over less secure ‘fun’ roles that may have previously captured their attention.
Redefining a generation: Generation Coronials
In these strange times of deep uncertainty, with no end in sight, none of us are immune from the challenges facing our everyday lives. But for our emerging generations, currently completing their education and beginning their working lives, the effects will have a lasting effect for decades to come. The fallout of COVID-19 will be so redefining that it might demand a new name for them: “Generation Coronials”.
“I think we are collectively grieving the loss of what we know the world to be and now it’s different without a confirmed end date” Ruth, b.1987
“At the moment life is unsure. Everyone keeps saying that they wish we had an end date.” Taya, b.2001