They call it the “Gen Z stare” — that flat, expressionless look that’s gone viral across TikTok, service counters, and job interviews. To some, it signals boredom or indifference. But look closer, and you’ll find a new generation of workers unwilling to fake engagement. They want it to be real. And in hospitality, that can be a superpower.
As the president of a fast-growing global software company, I see this dynamic play out daily. In healthy workplaces, where employees have purpose, the right tools, and freedom to invest energy in meaningful interactions, that “stare” tends to vanish.
Gen Z: A new kind of frontline workforce
Gen Z will make up 74% of the global workforce by 2030, and they are arriving with a distinctly different outlook on work, rapidly reshaping the workplace.
According to Deloitte’s 2025 survey, these employees seek access to cutting-edge technology: 57% already use generative AI daily across tasks like data analysis, creative work, and project management. For them, modern digital tools are essentials, not extras – they shape where they choose to work.
But Gen Z pursues more than innovative tech. Purpose and flexibility rank as top priorities, alongside seamless, intuitive tools resembling the apps they’ve grown up with. Far from being disengaged, Gen Z is highly discerning; they value authenticity over superficial gestures. If a brand or employer isn’t genuine, they won’t pretend.
I’ve watched Gen Z excel when workplace tech fades into the background, freeing them to forge real connections and focus on the human touch. Intuitive systems mean less time wrangling outdated software; and in hospitality, this means more time building guest relationships.
Culture and technology: Two sides of lasting engagement
Workplace culture and technology aren’t mutually exclusive. The healthiest environments blend them to unlock lasting engagement and innovation. Gen Z and Millennials want more than just the latest tools – they seek meaningful work, autonomy, and environments built on trust and psychological safety.
And while they expect technology to be seamless and empowering, it’s the people-centered culture that inspires them to use those tools to their fullest potential. Successful leaders pair purpose-driven work with modern tools that support, rather than restrict, human connection.
When employees feel supported by leaders who encourage experimentation and invest in skill development, technology becomes a catalyst, not a replacement, for creativity and connection. In this environment, intuitive platforms amplify human strengths – freeing staff from repetitive admin, so they spend more time connecting with guests. When technology fades into the background and culture comes to the fore, the so-called ‘Gen Z stare’ is replaced by active engagement and authentic service.
The future isn’t just digital; it’s deeply human — made possible by integrated and empathetic use of tech that matches evolving expectations.
A wake-up call for the C-Suite
There’s a clear takeaway for leaders in every industry: When we weigh staff down with outdated systems and admin, we miss the moments that matter. When we combine purpose-driven work with technology that liberates, not limits, our people, we foster the kind of connection that builds loyalty for both guests and staff.
The so-called stare isn’t a withdrawal; it’s a mirror. It reflects a generation unwilling to fake interest and alert to anything that feels hollow. They’re looking for brands that match their appetite for real connection.
Gen Z may be holding up the mirror, but what it reveals is a universal truth: authenticity, connection, and purpose are the new currency of brand loyalty. The leaders who recognize this sooner rather than later will set the pace for the future of their industries.
The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.
