Rethinking Gen Z: Breaking Myths and Building Better Workplaces with Luke Goetting

Gen Z sometimes gets a bad rap in the workplace—labeled as lazy or disloyal. But are these stereotypes accurate? We’re getting the inside scoop with from Luke Goetting about Gen Z in the workforce.

Luke Goetting is a leading Future of Work expert and global keynote speaker who has captivated audiences at TEDx, DisruptHR, the AI & Agile Summit, and hundreds of events worldwide. Specializing in emerging workforce dynamics and employee engagement through his firm LTG Strategy, Luke provides organizations with actionable strategies to navigate the rapidly evolving workplace landscape.

Today, we’re diving in with Luke to talk about the surprising realities of Gen Z employees, their entrepreneurial spirit, and what truly motivates them.

What assumptions do people typically make about Gen Z in the workforce?

I find it fascinating – and a bit ironic – that Gen Z is often labeled as ‘lazy and entitled’ when research shows up to 70% of them have side hustles. As I share in my keynotes, they’re actually on track to be the most entrepreneurial generation we’ve seen! I think there’s this persistent narrative that ‘Gen Z doesn’t want to work,’ but what I’ve observed is that they’re actually incredibly driven – they just approach work differently. They’re seeking purpose-driven opportunities and continuous growth rather than just climbing the traditional corporate ladder.

What’s the most surprising insight you’ve gained about Gen Z workers that contradicts popular assumptions?

The biggest eye-opener for me has been realizing that Gen Z’s job-hopping isn’t about disloyalty – it’s often completely rational economic behavior. During the Great Resignation, workers who changed jobs saw average salary increases of 20%. But here’s what’s really interesting: 3 out of 4 Gen Zers say they’d stay longer at companies that provide learning and growth opportunities. So despite being labeled as ‘digital natives’ who prefer everything virtual, they deeply value in-person mentorship and development. They want to grow, they want to learn – they just need to see that pathway clearly.

What key changes or approaches do you see as non-negotiable for companies wanting to retain young talent?

Based on my experience speaking with over 50 organizations in the past year, three elements are absolutely critical. First, leading with ‘why’ – Gen Z needs to understand how their work connects to broader purpose and impact. Second, transparent career mapping – I often share the story of my cousin who analyzes his career progress almost quarterly, which really illustrates how Gen Z approaches career development. And third, what I call the ‘career jungle gym’ approach – providing flexibility not just in where work happens, but in how employees can explore different roles and skills within the organization. Companies that nail these three elements tend to see significantly better retention rates.

How can companies maintain human connection and engagement in a digital environment?

I’ve found that engagement is all about breaking down those traditional barriers. In my own presentations, I use tools like Slido for real-time interaction and never go more than 10-15 minutes without audience participation. Companies can apply these same principles to their digital workplace. Create ‘day in the life’ video content featuring relatable employees rather than just executive messaging. Embrace what I call ‘influencer leadership’ – where leaders act more like micro-influencers, sharing regular, authentic updates about projects and company direction. It’s about making digital interactions feel more human and less corporate.

What inspired you to focus on workplace dynamics and generational differences?

After running my communications agency Puffingston Presentations for over a decade, I kept seeing this disconnect between how companies were trying to communicate and how Gen Z preferred to engage. But what really motivated me was watching history repeat itself – seeing the same criticisms being recycled about Gen Z that were once aimed at millennials. Having a Gen Z sister myself, I felt compelled to highlight their unique strengths and advocate for workplace evolution. It’s not about catering to one generation, but about creating better workplaces for everyone. I’ve now spoken at over 50 organizations in the past year, from TEDx to events in Poland and Australia, and the enthusiasm for building these bridges between generations is universal!

How can event planners create experiences that appeal to Gen Z workers?

I’ve found the key is active engagement rather than passive consumption. As I shared in my recent Meetings Today interview, the traditional event format where the most energetic thing you do is walk between meeting rooms just doesn’t cut it. Gen Z expects to be participants, not just spectators. I recommend breaking content into 15-minute segments with built-in interaction points – whether that’s audience polling, small group discussions, or collaborative problem-solving activities. Remember, we’re talking about a generation that’s used to being able to comment, share, and engage with content in real-time.

What event formats have you seen most successfully engage younger audiences?

From a keynote perspective, one of my favorite approaches is a choose-your-own-adventure style – where I let the audience vote on which content areas they want to explore next. I’ve used this successfully in my presentations worldwide, from Poland to Australia. Another effective format is incorporating what I call ‘Lightning Previews’ – quick 20-second overviews of different topics before diving deeper into what resonates most with the audience. The key is giving attendees agency in shaping their learning experience, rather than following a rigid dictation.

Beyond individual sessions, I’ve seen several event formats really resonate with younger audiences. First, what I call ‘experiential learning tracks’ – where attendees can choose between different themed journeys through the conference. Instead of just sitting through back-to-back sessions, they might participate in hands-on workshops, site visits, and collaborative problem-solving sessions all centered around a specific industry challenge or skill set.

Another format that’s proven incredibly effective is the ‘internal side hustle marketplace’ – something I often discuss in my talks. This is where you dedicate part of the event to attendees showcasing their own innovative projects or ideas. It taps into Gen Z’s entrepreneurial spirit – remember, about 70% of them have side hustles – while creating organic networking opportunities.

I’ve also seen great success with ‘reverse mentoring roundtables’ where younger professionals lead discussions with more experienced attendees about emerging trends, especially around technology and social impact. This approach validates Gen Z’s expertise while facilitating meaningful cross-generational dialogue.

And finally, incorporating what I call ‘impact accelerators’ – dedicated time blocks where attendees work in small groups to solve real-world industry challenges or contribute to social causes. This speaks directly to Gen Z’s desire for purpose-driven work and immediate impact. At a recent conference in Australia, I saw teams develop actionable solutions for sustainability challenges within their industry – the energy in the room was incredible because participants could see the direct connection between their event experience and creating positive change.

What specific elements help keep virtual Gen Z and millennial attendees actively participating?

During my presentations, I never go more than 10-15 minutes without an audience participation moment. I’m a huge advocate for tools like Slido or Mentimeter that allow attendees to participate through polls, word clouds, and Q&As. What’s particularly powerful about these tools is the anonymity factor – I’ve found many audience members are more likely to ask challenging or thoughtful questions when they can do so anonymously (especially for internal meetings). Also, don’t underestimate the power of the chat function. In my experience, a well-moderated chat can create a vibrant parallel conversation that keeps virtual attendees deeply engaged.

How can event planners reimagine networking sessions?

Based on my experience speaking at over 50 organizations in the past year, I’ve seen that Gen Z responds best to structured networking with clear purposes and outcomes. Instead of traditional ‘mix and mingle’ sessions, consider creating themed discussion groups around specific industry challenges or shared interests. One technique I’ve used successfully is gamifying the networking experience – creating specific objectives or ‘missions’ that attendees need to accomplish through their interactions. This adds purpose to the networking while maintaining that element of play that Gen Z appreciates.

What can speakers do to make their presentations age-inclusive?

First, embrace what I call ‘modular content’ – having different content pieces ready to adapt to your audience’s interests and engagement level. In my own presentations, I use audience response systems to let attendees vote on which topics they want to explore next. Second, incorporate real-time feedback mechanisms. Gen Z is used to being able to react and respond instantly, so build in opportunities for them to do so. Finally, focus on storytelling that includes diverse perspectives – not just executive success stories, but also early-career victories and challenges. As I often say in my talks, Gen Z doesn’t want to hear how the CEO climbed the corporate ladder 30 years ago – they want relatable stories from people just a few steps ahead of them on their journey.

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