Visualising Education for Gen Z in Europe

Trends / Technology
Davina Ajana
Dec 18, 2023
The future of learning is dynamic for Gen Z and there is an opportunity for European brands to visualise continuous learning. This cohort, born between the mid‑1990s and the early 2010s, has an insatiable thirst for knowledge and growth1. As the driving force behind 38% of the global workforce today, this percentage will rise to 58% by 2030.2

Our VisualGPS consumer data shows that 6 in 10 Gen Z value career progression and have high expectations of employers for mentoring and work‑based learning.3 So, how can European brands visualise Gen Z's career path?
Bringing an inclusive lens to Gen Z learning
As the first generation born digital natives, Gen Z have come of age with smartphones. Our latest VisualGPS consumer data shows that 63% of Gen Z feel empowered by all the technology available to them, compared to 57% of people overall in Europe. In fact, our consumer research shows that 68% of Gen Z, compared to 58% of overall consumers, say social media is a place where they go to educate themselves or learn. This is a great opportunity for businesses to encourage smartphones and social media as learning tools, for their upskilling resource. Gen Z’s independent learning style brings distinct sets of skills, an entrepreneurial mindset, and varied learning approaches, that drive diverse motivations in the post‑COVID workplace.3

When choosing visuals, balancing traditional classrooms and modern learning environments (e.g., mentorship programs, entrepreneurial activities, hands‑on training, virtual learning platforms) is key. Be mindful of visual choices that bring an inclusive lens to meet Gen Z's expectations for a collaborative learning environment that values open participation from people with different ideas and perspectives. Our latest VisualGPS consumer data found that 23% of Gen Z have personally experienced discrimination based on their education level. There is an opportunity for businesses to focus on building inclusive narratives within educational environments.

To visualise education for Gen Z individuals, consider visuals that focus on flexibility, a variety of education environments, collaboration, and a positive learning environment.  
  1. Building the agile future [Linkedn Learning
  2. How prepared are employers for Generation Z? [PWC]
  3. What businesses and Gen Z have to offer each other [World Economic Fourm]
  4. Record applications from disadvantaged students to higher education [UCAS]
  5. How to upskill Gen Z and engage them in a post‑pandemic workplace [World Economic Fourm]
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