Many employers have grouped Gen Z based on their technology habits, social values, and work styles. But new research shows these views are outdated and can actually hurt organizations that want to connect with them. 

Rob Engelsman of Fast Company explains, “the truth is, there is no Gen Z—not how we’ve come to define it.” Instead of being one group, Gen Z is made up of people shaped by different online content, sources of information, and economic backgrounds. Some call them a “solocultural” generation, meaning they share fewer common experiences and focus more on personal identity. 

This lack of unity makes things harder for businesses. Relying on old strategies based on broad generational traits can result in messages that feel fake or miss the mark. Common mistakes, such as campaigns that try to appeal to general ideas of activism or cultural awareness, highlight the risks of using outdated assumptions.  

Instead, businesses should use a more focused and flexible approach. Rather than trying to reach all of Gen Z at once, organizations should target specific groups using current data and clear reasons for their choices. This involves checking their assumptions often, finding real ways to connect, and remembering that even people the same age can have very different preferences.