Manufacturing has long been the backbone of American industry, rooted in tradition, legacy, and technical expertise. But as the sector evolves, so does its workforce. A new generation is entering the scene — Gen Z. Born between the mid-1990s and early 2010s, these digital natives bring a different mindset to the table, shaped by technology, social values, and a desire for purpose-driven work.
With Gen Z expected to make up 74% of the global workforce by 2030, it’s more important than ever for manufacturers to understand what drives this generation. That means going beyond traditional employer branding to present manufacturing as a forward-thinking, inclusive, and purpose-driven industry.
A Job with Meaning Matters More Than Just a Paycheck
Gen Z wants more than employment. They’re looking for careers where they can make a tangible impact — not just on the bottom line, but on the world. For manufacturers, this means clearly communicating how the industry builds the infrastructure of tomorrow, supports sustainability, and strengthens local communities.
Deloitte’s 2025 Gen Z and Millennial Survey reveals that 54% of Gen Z say meaningful work is very important when evaluating potential employers. For many, purpose isn’t a bonus — it’s essential to job satisfaction and well-being. When workers feel aligned with an organization’s values, they’re more likely to feel fulfilled, motivated, and engaged in their work.
Manufacturing is filled with meaningful, high-impact work. The key is articulating that purpose consistently — and authentically — to the next generation.
Flexibility Signals That People Come First
Rigid schedules and limited time off are quickly falling out of favor. Gen Z values flexibility — whether that’s through alternative shifts, cross-training, or reimagined scheduling models. While not all roles can be remote, there are still creative ways to support work-life balance.
In fact, only 6% of Gen Z say their primary career goal is to reach a leadership role. For many, the priority isn’t climbing the ladder — it’s building a life that feels balanced and meaningful. Flexibility isn’t just a perk; it’s a sign of respect. Companies that build it into their operations show they value their employees’ time — something Gen Z actively looks for, especially as conversations about mental health and workplace stress take center stage.
Professional Development Builds Trust and Loyalty
Where previous generations sought long-term job security, Gen Z seeks growth and adaptability. They want to gain skills, explore roles, and see a clear path forward.
The Deloitte report confirms this: 70% of Gen Z workers say they are developing skills weekly or more, underscoring a strong commitment to continuous learning. They expect employers to provide mentorship, formal training, and upskilling opportunities that evolve with the market.
However, many young workers feel their managers fall short — focusing more on oversight than guidance or inspiration. Empowering managers to coach and support development builds trust, boosts retention, and helps close talent gaps — a win-win for manufacturers.
Technology Should Be Front and Center
This generation grew up with digital tools in their hands. They expect technology to be integrated into their work — and they want to help shape how it’s used.
With 57% of Gen Z already using technologies like generative AI daily to enhance tasks from data analysis to content creation, manufacturing’s shift toward automation, robotics, and smart systems aligns well with their expectations. Highlighting tech innovation — and involving young workers in these efforts — positions manufacturing as a forward-looking, exciting career path.
Social and Environmental Impact Drives Engagement
Climate change, social justice, and ethical business practices aren’t fringe issues for Gen Z — they’re core to how they choose where to work.
Two-thirds of Gen Z say they’ve felt anxious about the environment in the past month, and 70% consider a company’s environmental credentials important when evaluating employers. Nearly a quarter have researched a company’s environmental practices before accepting a job, and 15% have changed jobs over environmental concerns.
Manufacturing has a strong story to tell — from advancing clean energy to supporting local economies. Making those commitments visible and measurable is essential for earning Gen Z’s trust and engagement.
Moving Manufacturing Forward with the Next Generation
The future of American manufacturing depends on the next wave of talent. Gen Z brings creativity, energy, and a values-driven mindset that aligns well with an industry ready to evolve.
At American Crane and Equipment Corporation, we believe the best way forward is to build bridges across generations, embrace new perspectives, and create a workplace that inspires tomorrow’s leaders in manufacturing.
When Gen Z thrives, so does the future of the industry. Join the American Crane team today and thrive with us as we build the bridge between generations! Visit www.americancrane.com/careers to see what opportunities we have today!