THE future of business lies in the hands of Gen Z and Millennials.

These two generations are not only the largest segment of the consumer base, they are also fast becoming decision makers, entrepreneurs, and leaders shaping the economy.

For Zimbabwean businesses to remain relevant and competitive, it is vital to understand their expectations, values and behaviours.

Digital first mindset -- They are digital natives and expect seamless online experiences.

This group grew up in the digital age as they started to use it at a tender age making them comfortable and fluent in modern tools of communication such as X, WhatsApp, smartphones, Facebook and the internet, among many for engagement and collaboration.

Their work ethic relies on the availability and efficiency of digital tools.

They are experts at using technology for communication among many uses.

They seek to operate in environments that offer flexibility and use collaborative tools like instant messaging or video calling over face to face interactions.

They tend to support brands that stand for something; whether its empowerment of local communities or ethical business practices.

They drive brand growth by sharing reviews and influence purchasing decisions through influencer marketing.

They purposefully and strategically use social media to build relationships and a sense of community on the platforms where their peers spend time.

They encourage a more flexible, collaborative and digitally focused work environment.

Their fluency in new technologies has come handy in many organisations as they help the older generation to adapt to the digital age.

Being techno-savvy, most of them leverage technology to start their own online businesses which they market extensively across social media platforms.

Personalisation and experience -- They expect more than just products.

They want experiences tailored for them, from personalised offers to interactive engagement.

They value businesses that see them as individuals, not just numbers.

They are comfortable with working remotely.

Being fluent in the use of new technologies allows them to prefer to work from home.

During the COVID-19 period, most companies started to embrace technology and encouraged workers to work from home and meetings were held virtually.

They expect technology to improve efficiency in product design systems.

This generation is quick to learn and master new applications and technologies.

Opportunities for growth and leadership -- They want career growth, mentorship, and meaningful work.

They will leave organisations that do not invest in their development.

They usually seek meaningful work and are motivated by a sense of purpose that drives their creativity to innovate in ways that align with their personal development goals.

They are ready to challenge established systems and think "outside the box" to find practical solutions to problems.

They research widely and are in the forefront of coming up with cutting-edge business models that are being employed by big leading companies.

Speed and transparency -- They expect quick responses and open dialogue.

Millenials are changing how companies evaluate competence by shifting the focus from formal education to skills and experience.

Millennials prioritise skills, experience and practical knowledge over academic credentials when hiring and promoting employees.

This approach has led to businesses to rethink some hiring practices.

Many companies now embrace skill-based assessments.

They are the driving force behind tech advances both as creators and consumers demanding better solutions.

Their influence has led to more flexible tools, improved communication platforms and faster and more efficient technology.

They push companies to stay current and innovative.

They are tech-savvy and have expectations of instant gratification resulting in them seeking quick and efficient services.

They value authenticity and honesty, preferring companies that are transparent about their practices, from supply chains to social responsibility.

They are used to instant access to services and products.

They do online trading and make payments through various digital trading platforms expecting fast and reliable delivery.