The wholesale distribution world is changing—big time. As Boomers retire and Millennials step up, there’s a fresh wave of talent entering the workforce: Generation Z. These young professionals aren’t just “new hires” — they bring a different mindset, different priorities, and yep, a different way of working.
If you want your team to thrive in the years ahead, understanding Gen Z isn’t just helpful—it’s a must.
Who Is Gen Z, Really?
Gen Z grew up glued to their phones, surrounded by social media, and with the whole world at their fingertips. They care deeply about diversity, work-life balance, and want a job that feels meaningful—not just a paycheck. They’re practical, too, shaped by watching the ups and downs of the economy growing up.
What Does That Mean When You’re Hiring?
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Go digital or go home. Gen Z doesn’t respond to old-school job ads or vague postings. They want slick, mobile-friendly career sites, quick answers, and genuine engagement.
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Show your purpose. These aren’t just kids looking for any job—they want to know how your company makes a difference and how they fit into that story.
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Lay out the roadmap. Gen Z wants to see clear growth and learning opportunities. They want to know where this job could take them.
Keeping Gen Z Around
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Flexibility is king. Remote work, flexible hours, modern tech—these aren’t extras anymore; they’re expected.
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Keep the feedback coming. Forget annual reviews. Gen Z wants real-time feedback and coaching so they can keep improving.
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Make them feel seen. Recognize their wins, listen to their ideas, and create a culture where everyone belongs.
How GRN Coastal Can Help You Hire and Retain Gen Z
At GRN Coastal, we know this new generation—and the wholesale distribution industry—inside and out. Finding the right Gen Z talent means more than just posting a job and hoping for the best. It takes a strategic approach tailored to their values and communication styles.
We help companies modernize their hiring strategies, create messaging that resonates with younger candidates, and identify candidates with the right attitude and potential—not just the perfect resume. Plus, we support you in building onboarding and retention plans that keep your Gen Z employees engaged and growing.
If you’re ready to build a team that includes the next generation of leaders, GRN Coastal can guide you every step of the way.
So, How Do We Adapt?
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Upgrade Your Employer Brand
Be active online and tell stories that matter—about your people, your community work, and how your company invests in growth. -
Use Technology to Train and Develop
Forget boring manuals. Use videos, apps, and even games to make learning fun and easy to access. -
Create a Culture That Connects
Help your young hires see the bigger picture and connect with mentors who care. Make sure your leadership is communicating the “why” behind the work.
The bottom line: If you want to attract and keep Gen Z talent in wholesale distribution, you’ve got to meet them where they are. That means blending the best of old-school values—hard work, relationships—with new-school expectations like flexibility, purpose, and tech-savvy.
Get it right, and you won’t just have employees—you’ll have a team ready to lead your company into the future.
Chris Salvadore
Global Recruiters Network- Coastal
Director | Corporate Accounts and Research
csalvadore@grncoastal.com
