HR Strategy for Generation Z future-proof your workforce
By 2030, Gen Z will make up one-third of Europe’s workforce.
This generation is already redefining how talent is attracted, motivated, and retained. The challenge? Many HR leaders still struggle to connect with them. Silent resignations, low engagement, and high turnover aren’t passing trends; they’re signals of deeper misalignment.
At 20Something, we help HR leaders and organizations turn these challenges into opportunities.
Our SWITCH methodology — Unlock · Scan · Surface · Shift · Embed- bridges the gap between insight and cultural change. It’s not just a theory; it’s a practical, actionable framework that empowers HR teams to move from frustration to retention, from confusion to clarity.
Ready to adapt your HR strategy for Gen Z? Let’s make it happen.
Translating Gen Z expectations into action
We are Gen Z specialists.
At 20Something, we don’t just analyze trends, we empower HR leaders and organizations across Europe to evolve their strategies to meet the expectations of Generation Z.
From Paris to Berlin, Madrid to Brussels, we collaborate with HR teams to transform Gen Z insights into meaningful, measurable change. Our approach is practical, actionable, and deeply aligned with what this generation values most. Gen Z is already reshaping the workplace. Companies that fail to adapt risk losing top talent, credibility, and the leaders of tomorrow.
How are European organizations adapting HR for Gen Z?
The key lies in addressing six critical areas where HR often falls short — and where Gen Z demands more:
- Attract: We help you craft workplaces that stand out to Gen Z talent, even in Europe’s most competitive job markets.
- Inform: We train leaders to communicate with radical transparency and clarity, building the trust Gen Z craves.
- Engage: We design programs and experiences that align with Gen Z’s values, purpose, and desire for authenticity.
- Delight: We guide you in embedding your culture into everyday actions, making it more than just a slogan.
- Retain: We develop strategies to keep young talent inspired, loyal, and eager to grow within your organization.
- Employer Branding: We position your company as an authentic, credible brand that Gen Z respects and actively seeks out.
Generation Z is setting new standards for the workplace. Let us help you meet and exceed them.
Insights on Generation Z and the future of work
Testimonials
I had the pleasure of working with Benoît on a campaign targeting Generation Z, and his contribution was invaluable. Benoît brings a truly disruptive creativity to the table; he is not afraid to challenge conventions and propose original solutions that directly resonate with younger audiences.
What impressed me most is Benoît’s expertise: he’s a top expert in Europe on new trends and today’s youth mindset. He combines this with an exceptional knowledge of media, which allows him to adopt a global, integrated approach in both his reflections and his advice.
Pierre-Benoît Sepulchre
Chief of Staff | Strategic Advisor
Spécialiste de la Gen Z, Benoît est une personnalité créative et un analyste hors pair, capable de transformer ses idées en actions concrètes. Sa prise de hauteur, son expérience et son expertise en font une personne indispensable sur ces sujets.
Ses conférences sont non seulement inspirantes mais également très éclairantes, offrant une perspective unique et précieuse.
Eusebio Larrea
Head of Entertainment & CoProduction RTL Belgium
Benoît and I are both active in a NPO that defends human values.
The quality of his insights are of high value to the project. His experience allows us to make the right decisions and he teaches us how to communicate more efficiently to certain target groups, explaining the method and content in a very clear way. He is an expert in the generations Y and Z and has a large experience working with the younger generations.
Benoît is a great person to work with, he is committed and very target driven
Gabriel Goffoy
General Manager MINI at BMW Group Belux + Founder of Forbidden Colours NGO and fund at King Baudouin Foundation
Over the last 5 years, Benoit and I have researched together the impact of social, political, and economic crises on generations. It was a pleasure to work with Benoit.
Benoit excels at finding patterns in multiple sets of data, and put them into context. He is good at summarising key insights and make them practical for clients. Finally, he is an excellent communicator, and knows well how to make complex material and ideas accessible to large audience.
Samuel S.
Programme Manager / UCL History PhD / GMF TILN Fellow
Every meeting and workshop with Benoit is a surge of energy and creativity.
His unique understanding of Gen Z, paired with his strong expertise in traditional media, makes him a true expert in brand and audience positioning.
What sets him apart is his rare ability to blend disruptive creativity with practical, results-driven solutions.
Kim Beyns
CEO at Nostalgie, NRJ, Nostalgie+, NRJ+, Chérie / NGroup Belgium