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Bridging the Gap: Why You’re Not Reaching Generation Z (and How to Fix It)

Gen Z is reshaping hiring, volunteerism, and marketing. Learn why traditional approaches miss the mark and how to engage this purpose-driven, tech-savvy generation with authenticity, flexibility, and clear impact.
Gen Z is reshaping hiring, volunteerism, and marketing. Learn why traditional approaches miss the mark and how to engage this purpose-driven, tech-savvy generation with authenticity, flexibility, and clear impact.

In recent strategy sessions with business leaders, nonprofit boards, and even local government teams, one theme keeps coming up: the future. We’re talking about succession planning, long-term sustainability, and how to stay relevant in a rapidly changing world. Inevitably, the conversation shifts to the next generation, specifically, Generation Z, and that’s where things get interesting. Again and again, I hear the same concerns: “We can’t get them to apply,” “They don’t seem interested in volunteering,” or “Our marketing isn’t reaching them.”


The gap isn’t about a lack of talent or willingness on their part; it’s about a disconnect in how organizations are engaging them. Gen Z (born roughly 1997–2012) is now entering the workforce in large numbers, shaping markets, and redefining volunteerism. To reach them effectively, leaders need to understand what drives them and adjust accordingly.

Misunderstanding #1: Assuming Gen Z Will “Come Around” to Traditional Work Culture

Many employers and volunteer managers believe Gen Z will eventually adapt to legacy work or engagement structures. But Gen Z isn’t just a younger version of millennials—they’re the first true digital natives, shaped by rapid change, social justice movements, and unprecedented economic uncertainty.


What Gen Z Wants:

  • Flexibility in where, when, and how they work or serve

  • Purpose-driven roles where their contributions have visible impact

  • Skill-building opportunities that also prepare them for the future

  • Workplaces that prioritize mental health and work-life balance


How to Adjust:

  • Rethink rigid schedules and in-office-only roles

  • Offer volunteer opportunities with clear, tangible outcomes

  • Build mentorship or skills-training into roles

  • Promote your organization’s why, not just the tasks

Misunderstanding #2: Using Generic Marketing and Messaging

Many organizations use the same recruiting or marketing language for all age groups. The problem? Gen Z spots inauthenticity from a mile away.


What Gen Z Wants:

  • Authentic, relatable content (not overly polished “corporate speak”)

  • Stories from real people that they can relate to

  • Values alignment: diversity, inclusion, social responsibility

  • Two-way conversation, not one-way messaging


How to Adjust:

  • Use social media platforms where Gen Z actually spends time (TikTok, Instagram Reels, YouTube Shorts)

  • Showcase real employee or volunteer experiences

  • Be transparent about organizational values and actions

  • Engage through comments, Q&As, and interactive content

Misunderstanding #3: Overlooking Nontraditional Career and Volunteer Pathways

Gen Z often blends work, side hustles, volunteerism, and passion projects in unique ways. They don’t always see a single 9–5 job or long-term volunteer commitment as the only way to contribute.


What Gen Z Wants:

  • Opportunities to try different roles or projects

  • Short-term, skills-based volunteer options

  • The ability to work on passion projects alongside their main commitments


How to Adjust:

  • Offer “micro-volunteering” or short-term project roles

  • Create rotational or cross-training opportunities

  • Recognize and value transferable skills from side hustles or creative projects

Misunderstanding #4: Assuming Pay (or Perks) is Enough

Pay matters, especially for a generation facing rising costs of living and student debt, but it’s not the only factor in their decisions.


What Gen Z Wants:

  • Fair pay and transparency

  • Career growth potential

  • An environment that supports well-being

  • A voice in decision-making


How to Adjust:

  • Post salary ranges and benefits in job ads

  • Include professional development in every role

  • Offer wellness resources beyond the basics

  • Involve younger team members in planning and feedback loops

Practical Tools to Reach Gen Z

For Hiring: 

  • Try platforms like Handshake (college-focused) or LinkedIn’s early career features. Use video job descriptions.

For Volunteerism: 

  • Post on Catchafire, VolunteerMatch, or local university boards. Offer remote-friendly tasks.

For Marketing:

  • Create short-form, story-driven content with clear calls to action. Highlight how participation makes an impact.

Final Thoughts: Meeting Gen Z Where They Are

If your hiring pipeline feels dry, volunteer numbers are lagging, or your marketing isn’t landing, it’s not because Gen Z is “hard to reach.” It’s because they’re waiting for you to engage them on their terms, with authenticity, flexibility, and clear purpose.


The payoff? A generation that brings fresh ideas, adaptability, tech fluency, and deep social awareness to your mission.


At NM Consulting, we help organizations reimagine their strategies to connect with next-gen talent, volunteers, and audiences. If you’re ready to bridge the gap, let’s talk.

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