Gen Z Study in Switzerland: Three Profiles Instead of One Stereotype
There is no such thing as „Generation Z“—as shown by a new in-depth study by „Klar Employer Identity“ and “Blue Eyes Marketing.” Anyone who wants to effectively target young talent needs to understand their values, not their birth years.
«Lazy,» «searching for meaning,» «always on their phones»—the labels attached to Generation Z are numerous. What they all have in common is that they don’t really describe anyone. A new in-depth study—the «PULS GenZ 2026»—now systematically debunks these generalizations. The Gen Z Study Switzerland was developed in collaboration between the employer branding agency KLAR Employer Identity and the market research institute blue eyes marketing. The result: Behind the generational label lie three distinct types that are diametrically opposed in almost every aspect that matters to employers.
Psychographic data instead of demographic assumptions
The study is based on the BlueMind psychographic model developed by blue eyes marketing, which is based on a sample of more than 30,000 interviews and is representative of Switzerland. This proven segmentation method was supplemented by a baseline study conducted in February 2026 with 617 respondents. This marked the first time that Generation Z was examined not by year of birth, but rather by values, motivations, and psychographic patterns.
«Anyone who tries to reach this target group with a Gen Z strategy using a scattergun approach is throwing money down the drain,» is the joint conclusion reached by KLAR Employer Identity and blue eyes marketing. The combination of measurable psychographics and targeted employer identity is intended to demonstrate that when young people are segmented not by demographics but by their values, a supposedly «difficult generation» becomes a comprehensible target audience.
A Detailed Look at the Study's Three Gen Z Profiles in Switzerland
The study identifies three clearly distinct personas that are relevant to recruitment, onboarding, leadership, and communication:
The Guardian – The security-conscious pragmatist seeks stability and predictability in a world marked by crises. His salary serves as a shield against fears about the future. Bonuses hold little interest for him; what keeps him going is consistency. With a 23 percent above-average level of job satisfaction, he is motivated—but only as long as his environment remains reliable. His motto: «A rock in the surf rather than a surfer riding the wave.».
The Activist prioritizes purpose over profit. For this group, a job is primarily a vehicle for expressing their own values. They scrutinize an employer’s moral compass more closely than its financial statements. According to the study, The Activist is 51 percent more likely than average to be willing to work—but only if the employer is morally convincing. When it comes to greenwashing, they’re the first to leave: 72 percent of respondents would immediately leave an employer if a sustainability promise turned out to be nothing more than a marketing ploy. Only this specific group is willing to forgo pay in the name of genuine sustainability. Their motto: «Meaning is non-negotiable.».
The High Performer thinks in transactional terms. Work is the stage for individual advancement. This persona seeks challenges, not work-life balance. He is 31 percent less interested in feedback, recognition, and work-life balance than the average person. He wants advancement, responsibility, and a platform for his ambitions. Surprisingly, the High Performer shows the greatest willingness to forgo pay in the name of sustainability—not out of conviction, but because they view ecological stability as a prerequisite for their own career future. Their motto: «Full throttle instead of part-time.».
Consequences for Employers
The three profiles clearly illustrate just how different the needs of young employees actually are. According to the study’s authors, trying to address these three types with the same HR approach would be like treating three different diseases with the same pill. Of course, “Employer Identity” and “Blue Eyes Marketing” translate these findings into concrete recommendations for employers, enabling them to act in a more targeted and efficient manner.
The study abstract can be downloaded for free at the following link: https://www.klar.agency/studie
Person in charge at Klar Employer Identity: Christian Dietrich, Managing Director. Contact at Blue Eyes Marketing: Markus Britschgi, Managing Director.
