Born between 1995 and 2012, at 72.8 million strong, Gen Zers are about to make their presence known. They’re radically different from the Millennials, yet no one seems to have been talking about them until now.

This generation has a unique perspective on careers and how to succeed in the workforce, and Gen Z @ Work introduces these seven distinguishing traits:

• Phigital - The line between the physical and digital worlds for Gen Z hasn’t just been blurred; it’s been completely eliminated. Ninety-one percent of Gen Zers say that a company’s technological sophistication would influence their decision to accept a position with a firm.
• Hyper-Custom - Gen Zers have always worked hard at identifying and tailoring their brands for the world to know. From job titles to career paths, the pressure to customize has been turned up! Fifty-six percent of Gen Zers want to write their own job descriptions.
• Realistic - Growing up with skeptical Gen X parents in the aftermath of 9/11 and the Great Recession has created in Gen Z a very pragmatic mind-set when it comes to preparing for the future.
• FOMO - Gen Zers suffer from an intense fear of missing out on anything. The good news is that they will stay on top of all trends; the bad news is that they will worry they’re not moving ahead fast enough.
• Weconomists - From Uber to Airbnb, Gen Zers have only known a world with a shared economy. They will push to break down internal and external silos like never before.
• DIY - Gen Z is the do-it-yourself generation. Its fierce, independent nature will collide head-on with so many of the collaborative cultures that Millennials have fought for.
• Driven - With parents who drilled into them that there are winners and there are losers, this demographic is one motivated group. Seventy-two percent of Gen Zers say they are competitive with people doing the same job.

Based on the first national studies of Gen Z’s workplace attitudes; interviews with hundreds of CEOs, celebrities, and thought leaders on generational issues; cutting-edge case studies; and insights from Gen Zers themselves, Gen Z @ Work is the first serious, comprehensive examination of what the next generation of workers looks like, and what that means for the rest of us.