Gen Z and Gen Alpha: Their Values & The Future of Work and Play
10 Sep @ 4:00 pm - 4:45 pm
This Knowledge Share has been generously sponsored by The Lens, a high-specification viewing facility in the heart of Farringdon.
We welcome ICG member Pam Goldfarb-Liss to run this Knowledge Share.
Knowledge Shares are run by ICG members for ICG members (only).
Think about this: by the year 2030 — more than 60% of the work force will be Gen Z and Millennials and by the year 2040 — as Millennials age and Gen Xers retire — more than 70% of that same work force will be Gen Z and Alpha. We already see the impact of Gen Z on the workforce as the values of work life balance build even stronger connections to support and greater overall balance. Gen Alpha promises to expand this focus into jobs that don’t even exist yet in workplaces that might connect even more to a new emphasis on work connections and support.
This Knowledge Share is part of an ongoing exploration that ICG member Pam Goldfarb Liss is seeing in her conversations with so many of her Gen Z and Gen Alpha respondents around what they want for their futures and in their future workplaces. Insight she hopes will get you thinking about your own workplace and views on these two younger generations.
Presented in a fun analogy to one of this generation’s favourite nostalgic TV show from the 1990’s “Friends”; Pam will share her findings from several young respondents and present them within the context of existing third party research. This will to show these future generations’ evolution towards work and play that hopes to illuminate and encourage dialogue with your personal ‘Friends’ who are Gen Z and Alphas. Pam is hoping she’ll spark some great dialogue with ICG members attending as well.
About Pam Goldfarb Liss:
With more than 30 years of experience, Pam loves the never-know-what’s-coming-next fun of learning from listening to consumers especially younger consumers. Pam has moderated topics from soda pop, baby bottles, refrigerators and hamburgers to travel, streaming networks, toys and diabetes and urinary tract infections. The glamorous life of a focus group moderator has brought her to see many emerging opportunities for companies and non-profits on many subject matters as it’s all interesting to her. In addition to enjoying moderating with kids and teens, Pam currently teaches and hosts — Mission Kid Possible powered by LitBrains-Igniting Ideas! — an online learning library with on-demand and live kid-sized workshops focused on training professional market researchers around the nuances of working with younger audiences. Pam is an active member and former board member of the Qualitative Research Consultants Association (QRCA), Creative Education Foundation and an industry cheerleader of all things creative and cool in market research especially the ICG.
Pam lives in Minneapolis, Minnesota USA with her husband and Gen Zalpha (17-year old Gen Z/Alpha cusper) daughter. Having just turned 59 in August 2026, Pam has made it her mission to spark dialogue around the workplace of the future and how listening to the younger generations can create an incredible exchange where we all stay young and vital. (See photos of Pam in her never getting old or serious state).
