Employee Marketplace Initiative: ‘Gen Zs’ on the spotlight as EMP holds fifth edition today


The Employee Marketplace Initiative (EMP), an advocacy platform designed to help organizations and individuals explore the complex world of employee engagement, with focus on the intergenerational workplace is holding the fourth edition of its engagement series today, Thursday, February 1.

The seminar scheduled to hold at Bankers House, Victoria Island, Lagos, by 9am is themed ‘The Buying and Selling of GenZs’.

According to the convener, a Marketing Communication professional and employee with one of the leading commercial banks, Nduneche Ezurike, this year’s edition will build on past series to highlight the importance and complexities of engaging with Generation Z, shortened for Gen Z.

“The title “The Buying and Selling of Gen Zs” represents a pivotal topic in contemporary business and marketing discussions. The objective of this 4th edition of EMP seminar is to build on past events by highlighting the complexities and implications of engaging with Generation Z as both consumers and influencers in today’s marketplace.”

According to Wikipedia, Gen Z, colloquially known as zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years.

Ezurike explained that businesses must take advantage of the uniqueness of Gen Zs for long-term success.

“This generation is characterized by its digital fluency, distinct values, and unique preferences. Understanding how businesses engage this dynamic consumer group and talent force is crucial for long-term success.

“Gen Zs currently suffer from commodification. This is the process by which they are perceived and turned into a niche demographic group for profitable exchange. In essence, it involves viewing Gen Z primarily as consumers to be targeted and catered to generate revenue and profit.

“Businesses and marketers often study the preferences, behaviors, and trends associated with Gen Z to create products, services, and marketing campaigns that appeal specifically to this demographic.”

The convener explained that like previous editions, the fifth edition will facilitate thought-provoking perspectives, enabling organizations, corporate leaders, and individuals to gain new perspectives on how to support the Gen Z cohorts seeking to build successful careers in the workplace.