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Why Does DEI Really Matter to Gen Z?
We talk a lot about diversity and inclusion in early careers. But if we want to move beyond the buzzwords, we need to understand what DEI really means – especially to Gen Z.
This isn’t just about hiring stats. It’s about leadership. The kind that’s visible, relatable, and rooted in real experiences – not corporate catchphrases.
So what if we approached this challenge like a creative brief?
What if we flipped the narrative and asked:
How might we reimagine leadership through the lens of Gen Z?
Let’s set the scene.
The Most Powerful DEI Strategy Isn’t Always a Policy – It’s a Person
Younger generations want to see themselves reflected in the people they work for—not just the ones they work with. Representation at the top isn’t just a “nice to have.” It builds trust, signals access, and shows success is possible for people like them.
According to The Future Laboratory, by 2025, Gen Z will make up 37% of the global workforce. And Gen Alpha isn’t far behind. So ask yourself:
Is your leadership team as diverse as the talent you’re trying to attract?
If not, it’s time to rethink the culture they’ll be stepping into. Because representation can’t stop at recruitment. It must be embedded into who leads, who advocates, and who shapes the experience.
There’s a Gap – and It’s in Your Content
While DEI conversations have expanded in recent years, content showcasing diverse leadership hasn’t kept up. Particularly when it comes to managers.
Here’s what we’re not seeing enough of:
- Leaders of colour
- Neurodivergent professionals
- People with non-linear career journeys
Scroll through TikTok or Instagram under #Manager or #MillennialManager and you’ll find plenty of jokes, stereotypes, and outdated tropes. But for young talent looking for guidance, support, and someone to look up to? The content often falls short.
Gen Z isn’t asking for perfection—they’re asking to feel seen. They want to work for leaders who understand them, share their values, and create space for growth. They’re not just job-hunting; they’re searching for belonging.
What Can Employer Brands Actually Do?
This isn’t about surface-level inclusion. It’s about showing leadership that’s emotionally intelligent, culturally aware, and genuinely invested in people.
So, what now? Here’s how to make it real:
- Spotlight diverse managers and their stories
- Use real voices – not scripts
- Prioritise authenticity over perfection
- Turn your DEI values into action through content
Put simply: don’t just talk about diversity. Show it.
Here’s the Business Case (If You Still Need One)
As Deloitte puts it:
“If your workforce diversity problem stems from your company culture, you’ll be hard-pressed to attract and retain diverse talent until they are addressed.”
If your leadership doesn’t reflect your values, your hiring efforts will only go so far.
I’m Gen Z – This Is Personal
I’ve been the new hire wondering if I’d be supported. I’ve worked under managers who misunderstood me—or worse, didn’t try to. And I’ve seen how powerful it is when leadership reflects who we are and what we value. If I could build a DEI campaign around leadership for my generation, it wouldn’t be about perks or policies. It would be about people. The ones guiding, mentoring, and making space for us to thrive.
It would say:
“Leadership that looks like me exists—and it thrives here.”
Introducing Sweet Success
“Sweet Success” is more than a concept—it’s a creative platform built to close the representation gap.
It flips the script and centres diverse managers as the mentors, cultural translators, and growth enablers Gen Z needs.
- Content that builds trust
- Storytelling that reflects lived experiences
- Branding that proves your DEI is more than performative
Because Gen Z doesn’t just want to be hired. They want to grow.
They want to be supported. And one day? They want to lead.
Let’s stop marketing diversity – and start mentoring it.
