Why Gen Z aren’t lazy — they’re just working differently

The world of work is changing, and youth unemployment is rising – government figures show that there were 735,000 young people aged 16 to 24 who were unemployed between August-October 2025, up 128,000 on the previous year.

Here, Joseph Black and Oliver Jacobs, co-founders of UniTaskr and SHOUT, discuss the opportunities for Gen Z, how businesses can appeal to this demographic, and the implications of AI for entry level roles.

1) Joseph, for readers who don’t know you yet, can you briefly explain what UniTaskr and SHOUT do, and the problem you set out to solve for students and brands?

Joseph: “UniTaskr helps students earn money and build real work experience through flexible paid opportunities, projects and part-time roles. Students often graduate with debt and limited experience, while businesses struggle to access reliable, affordable, early-career talent. UniTaskr solves this problem, giving businesses the chance to hire hardworking young people, and students the opportunities and feedback they need to get started in their careers.

“SHOUT is a creator performance company and agency. We take full control of influencers’ growth, from helping with creative ideas and strategy through to recruiting influencers, producing content, media buying, and optimising their performance.

“Alongside this, SHOUT operates a creator ecosystem [otherwise explained as a digital landscape that allows creators to monetise their content] that includes our self-serve UGC Studio [a platform that focuses on user generated content] and soon to launch SHOUT+, enabling brands to launch and manage creator campaigns. While SHOUT is best known for boosting influencers on a large scale, from nano [those with between 1,000-10,000 followers] right through to celebrity level, its core focus is turning content into measurable results.”

2) We’re constantly told Gen Z are “lazy” or “unreliable”, yet you work with thousands of young people delivering real work for businesses. What does the reality look like from your side?

Joseph: “The ‘lazy’ narrative isn’t accurate. Young people want to work but are struggling in the current economic climate. Youth unemployment is at an all-time high and the cost of living continues to increase.

“At the same time, students want to better themselves and create opportunities to progress. Gen Z are pragmatic – they’ll work hard when they can see the goal and can build skills. We give them the chance to do this at UniTaskr, and we see first-hand how ambitious this generation is.

“Businesses need to play their part too and offer fair pay, flexible opportunities, and valuable feedback.”

Oli: “In our experience, students work best when you give them structure, clear expectations, deadlines, and check in regularly. The issue many businesses face is that they don’t adapt to how Gen Z communicate and learn. Young people value transparency and want to know what they’ll gain from the role.”

3. How has student and graduate behaviour changed since Covid and the cost-of-living crisis – are you seeing more young people treating side hustles and freelance work as a serious career path?

Joseph: “Students see side hustles and freelance work as real career opportunities, not just spare cash. There’s pressure from the cost-of-living crisis to make money, and young people know that a degree alone doesn’t guarantee a job. Many students are building their experience through creating content, working freelance, and taking on part-time remote roles. They want to grow and learn.”

Oli: “We’re seeing stronger demand for roles that are more than just a flashy title – Gen Z want valuable experience, not just something that looks good on their CV. Students are becoming more selective – they’ll choose work that builds skills, not work that just keeps them busy. It’s a shift from ‘summer internship mindset’ to working on their development all year round.”

4. You sit at the intersection of the creator economy and the world of work. How are brands using student creators and nano-influencers differently from a few years ago?

Joseph: “There’s been a shift from focusing on influencer reach and numbers to an understanding that working with creators is about building trust with an audience. Student creators and nano-influencers speak in a voice that Gen Z trusts. More brands are now working with these nano creators who have close relationships with their audience, boosting this organic authenticity with paid opportunities.”

Oli: “The best brands work together with creators to test new ideas, listen to feedback, and build content their audience relates to. Nano creators have an important part to play, helping brands tap into what their audience wants.”

5. From your data, what are the biggest mistakes businesses still make when trying to engage Gen Z – whether as customers or as talent?

Joseph: “Many brands talk at Gen Z, not with them – the language is too polished, too corporate.

“When hiring, one of the biggest mistakes is expecting ‘entry-level’ to mean ‘do everything’, while offering low pay, vague roles, and minimal development.”

Oli: “Providing poor briefs and unclear outcomes is a big mistake – Gen Z want clear instructions. Added to that, they respond to coaching and communication in the workplace, not silence.

“Building skills, community, identity and belonging are important to Gen Z. They want authenticity above all else.”

6. There’s a lot of debate about AI and automation replacing entry-level jobs. What impact do you think AI will have on how students and young people in London find work and build experience?

Joseph: “AI will reduce repetitive, entry-level tasks, but it also creates a bigger need for human judgment, creativity, and communication. Young people will need to prove their ability through portfolios and experience, rather than relying on a CV. Platforms that help students gain real experience and evidence will matter more, not less.”

Oli: “Entry-level won’t disappear, it will change shape. Students who learn to pair AI with the fundamentals of writing, analysis and design will advance quickly. Businesses should also offer project-based opportunities so students can build experience faster than in traditional internships.”

7. Finally, what’s next for you and UniTaskr/SHOUT – any plans you can share that London Daily News readers should watch out for in 2026?

Joseph: “We’ll be expanding UniTaskr’s focus on career-building and paid experience to more structured pathways. We’ll be building stronger bridges between students and employers, providing more than one-off placements.

“At SHOUT, we’ll be boosting our creator programmes with more paid opportunities. Our broad ambition is to make London a flagship market for youth employment and marketing.”

Oli: “We’ll also be improving the quality at UniTaskr, improving how we match employers with students, the onboarding process, and repeat hiring prospects. We’ll be offering more partnerships that let students earn while building experience, turning flexible work into career momentum.”

Ends

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