The HR field is abuzz with discussions about the impact of Generation Z — those born between 1997 and 2013 — entering the workforce. It’s well known that this generation brings unique values, aspirations and work preferences that set them apart from previous generations.
As a result, the very definition of “work” is being redefined, and this shift cuts across all industries, including the pet food industry. Individuals in this generation value meaningful work, flexibility, a sense of belonging, continuous learning and career growth.
As digital natives with a strong commitment to social values, Gen Z employees are placing new demands on how businesses operate. The pet food industry, which is already undergoing a shift toward more sustainable and transparent practices, is finding itself at the intersection of these evolving workplace dynamics.
Below are four ways that Gen Z is reshaping the pet food industry, from the inside out.
1. Purpose over paychecks
For Gen Z, a job is more than just a paycheck. While fair pay matters, this generation is driven by purpose and seeks out employers whose values align with their own.
Gen Z employees want to know that the work they do contributes to a larger mission — whether it’s improving animal welfare, reducing the environmental impact of pet food production or promoting sustainability throughout the supply chain.
Here is why it matters: According to research by Glassdoor, 77% of job seekers, including Gen Z, actively research a company’s mission and values before applying for a position, looking for values alignment, particularly in areas such social responsibility and sustainability. This makes it incumbent on companies and brands to showcase their mission, vision and values, and take an active stance on social and environmental issues.
For example, pet food company Stella and Chewy’s features their commitment to sustainability prominently on their website by highlighting how they limit food waste, source ingredients and raw materials responsibly, and educate consumers on how to recycle their food bags.
Besides being the right thing to do, companies that prioritize sustainability, transparency and ethical practices will have an advantage when it comes to attracting and retaining Gen Z talent.
2. Flexibility is king
Gen Z places high importance on flexible work arrangements and employee well-being. The pandemic taught us that working from home can work, and in some instances, work very well.
Traditional office structure is no longer appealing to many young workers who value work-life balance and the ability to work remotely or with flexible hours. Research shows that Gen Z employees are more likely to stay with companies that offer these benefits and prioritize their well-being.
Forward thinking companies recognize this and are stepping up.
For example, Mars Petcare supports hybrid work with its “Future of Work” strategy, allowing office-based employees to work flexibly, balancing remote and in-office work.
The pet food industry, like other sectors, is adapting to these new expectations by embracing hybrid work models and offering more flexible schedules. This not only helps retain Gen Z talent but also creates a more inclusive and supportive work environment.
3. Tech-enabled workplaces
Gen Z has grown up in a world where technology isn’t just a tool; it’s an extension of their identity. From social media to smart devices, they’ve never known a world without constant connectivity.
Technology is woven into how they communicate, learn and even express themselves (think TikTok). They use these platforms not only to connect but to explore who they are. Headspace and Calm are good examples of the latter and are popular platforms for corporate well-being initiatives.
This tech-native generation expects seamless digital experiences, making it essential for businesses leaders to understand that for Gen Z, technology isn’t optional — it’s essential. Whether it’s using data analytics to optimize the supply chain, implementing automation in production facilities or utilizing AI for content generation, Gen Z employees bring a tech-savvy approach that can drive innovation in the industry. Their comfort with technology also makes them ideal candidates for roles in digital marketing, e-commerce and customer experience.
Companies with a high level of technological maturity are successfully leveraging this tech-savvy talent to drive their businesses forward by supporting a more tech-enabled group of consumers. Businesses who are ignoring this opportunity, on the other hand, are missing out on a transformational opportunity to remain relevant in a changing market.
4. A hunger for growth and development
Gen Z employees are eager to learn and grow in their careers.
Research indicates that 94% of Gen Z workers dedicate at least an hour each week to learning, primarily online. Additionally, they expect their employers to provide ongoing learning opportunities, especially in areas related to emerging technologies like AI, which they see as critical to their career trajectories.
When it comes to career progression, members of Gen Z are especially distinct from previous generations. Recent research shows that Gen Z is keen on rapid career advancement, with 70% “expecting a promotion within their first 18 months.”
While many leaders believe this expectation is unrealistic, we know that providing clear career pathways keeps employees engaged and productive. Gen Z workers are especially keen on looking for roles where they can gain new skills, take on leadership responsibilities and make a meaningful impact within the organization.
Companies that invest in continuous learning and skills development, coupled with clear career pathing, will be better positioned to attract and retain this ambitious generation.
The future of work in the pet food industry is here, and Gen Z is leading the way. To stay competitive and attract top talent, companies should showcase the values and expectations of this generation.
By cultivating a purpose-driven culture, prioritizing flexible work arrangements and focusing on employee well-being, while also embracing cutting-edge technologies and offering robust learning and development opportunities, companies can create a workplace that not only attracts and retains Gen Z talent but also propels the entire industry forward.
IN ACTION: BSM’s learning and development opportunities
At BSM Partners, we provide a myriad of learning and development opportunities, each informed by one of the 3 E’s — Experience, Exposure and Education. For example, each Friday we host an enterprise-wide training where a subject matter expert presents on a topic of relevance to the business. We also incentivize the acquisition of certifications and have a mentorship program that matches early career team members with more seasoned ones.
Briefly: Top 5 takeaways
- Gen Z is redefining the very definition of “work.”
- Gen Z is driven by purpose and seeks out employers whose values align with their own.
- Gen Z places high importance on flexible work arrangements and employee well-being.
- Technology is woven into how Gen Z communicates, learns and even expresses themselves.
- Gen Z is keen on rapid career advancement.