Every generation gets labeled in the workplace, usually not in the most flattering ways. Millennials were called “lazy,” Boomers get pegged as old-fashioned, and Gen-Z? They’re supposedly job-hoppers who care a lot about mental health and want nothing to do with outdated office norms.
A new report, though, points to something a little different—and it might help explain why some managers struggle to connect with their Gen-Z employees. It turns out Gen-Z isn’t ignoring instructions because they’re entitled or disrespectful. They just want to know why they’re being asked to do something before they dive in.
In Psychology Today, executive coach Tim Elmore highlights Nike’s new “Why Do It?” campaign, a twist on the classic “Just Do It” slogan. The idea is to speak to younger people who want meaning, not just commands.
Elmore says that when it comes to Gen-Z in the workplace, leading with the “why” is crucial. Explaining the importance of a task upfront helps them understand the big picture—and once they get that, they’re more willing to put in real time and effort. Giving them more insight into processes can also boost creativity, decision-making, and ownership. When younger workers understand both the “what” and the “why,” they’re more likely to feel like they truly own their work instead of just “renting” a job.
As for why Gen-Z needs this kind of context, Elmore thinks it’s tied to how they grew up online. Social media shows them everything—good and bad—which can spike anxiety and make them sensitive to anything that feels unclear or hidden. Some young workers need extra explanation because they know so much; others need it because they’ve never worked full-time before and need more guidance. Either way, “just do it because I said so” doesn’t land with them.
On Reddit, people have mixed feelings about working with Gen-Z. Some commenters say the generation seems entitled or unwilling to push through tough tasks. But others agree with Elmore’s view: Gen-Z might just be less experienced and need more coaching. One user pointed out that many missed key social development during the pandemic, especially if they did college online. With more training and time, they’ll catch up.
And in fact, other reports show Gen-Z wants more on-the-job training than older generations do.
So if your youngest employees seem hesitant when you hand them a new task, it might not be laziness. They just want to understand the purpose behind what they’re doing before they fully commit.