Amelia is six years old and part of Generation Z. She lives with her parents 25 minutes from the city centre. It is likely she will keep living in, or close to, the city as she becomes an adult. Unlike her parents, who both have a car, she probably won't. In fact, she's less likely to get a driver's licence than the generations that came before. She'll opt for public transport, or a ride share service of the future. By this time, too, car travel will be electric and/or driverless.
The digital knowledge of Gen Zers often exceeds that of older members of their households and can influence family members' paths to purchase.
Amelia is growing up in an on-demand era where most needs and desires are able to be met 24/7. She uses a tablet or phone for education and play – every day. Her family shops online for her clothes, school equipment and toys. Amelia expects her deliveries to arrive on the same day. She understands if she has to wait until the next day but feels frustrated nevertheless.
Groceries are home delivered and, as a treat, Amelia gets her favourite pasta dish delivered from a menu she knows well from a restaurant she's never been to.
Amelia is both a digital and social native. As she gets older she will start to think about fairness and equality. She will support causes that help to address poverty and world hunger. She'll care about the environment and, as a city-dweller, about parks and green spaces because respite and clean air are vital for her physical and mental wellbeing.
When choosing where she'll work, it will be important to Amelia that her employer is purposeful and transparent. She will have grown up in an era where everyone can publish 'news', so is sensitive to inauthentic behaviour and attitudes. As such, she will believe everyone is accountable for their actions and that corporations must address humanitarian and environmental issues.
Amelia might work in education, healthcare or science, or have a job that does not yet exist. She will want to innovate, collaborate and co-create and she won't want to advance through a company in a linear fashion. Like her baby boomer grandparents, she'll be willing to work hard but she'll want a career and a family life without compromising on either. She'll expect flexible working conditions and the ability to shape her own schedule and fulfil her role from wherever suits her best.
How Goodman supports Amelia
How Goodman supports Amelia
More people are living in cities now than ever before and this number is set to grow. That's why Goodman's properties are in key urban centres where there are large populations of consumers adopting new technologies and embracing e-commerce.
Goodman believes in working smart. Our employees are empowered to manage their own time to balance personal commitments with our stakeholders' needs. Our commitment extends beyond formal flexible work policies to what we call flexible work practices. We provide the right tools, workspaces and technology to allow the team to work from anywhere to maximise their efficiency.
The Goodman Foundation creates positive social change in the communities it operates in. Through its programmes, Goodman and its people contribute in tangible ways including volunteering and in-kind aid such as business space or cash grants. Positive outcomes include enabling SOS Children's Villages to carry out its work to help thousands of children in Europe, as well as supporting Feeding Hong Kong so it can deliver 3.2 million meals to those in need.
In 2017, global e-commerce sales hit US$2.3 trillion*. This figure is expected to reach more than US$4.9 trillion in 2021*. E-retailers are racing to hasten deliveries of online orders and this fundamental shift is driving demand for logistics facilities in Goodman's operating markets.