The Class of 2025: Insights from National Geographic HQ

Matt Britton, CEO of Suzy and author of Generation AI, visited National Geographic headquarters to explore how the Class of 2025—young adults entering the workforce and early adulthood—differ fundamentally from their predecessors.

Who Is the Class of 2025?

The Class of 2025 graduated high school around 2017-2018. They represent the first generation with no memory of life without smartphones and social media. Unlike older millennials who adapted to technology, the Class of 2025 grew up entirely within digital environments.

This fundamental difference shapes their worldview, career expectations, communication styles, and consumer behavior in profound ways.

Global Consciousness and Purpose-Driven Identity

Through social media and global connectivity, the Class of 2025 demonstrates unprecedented awareness of worldwide issues. They're conscious of climate change, social injustice, and global inequality in ways that shape their career choices and consumer behavior.

This generation doesn't see employment as simply trading time for money. They seek meaningful work aligned with personal values. Companies that can articulate clear social purpose and demonstrate authentic commitment to making positive impact attract top talent from this cohort.

What Motivates the Class of 2025?

Traditional motivation drivers—prestige, salary, job security—rank lower for this generation. They prioritize:

• Work that contributes to solving real problems
• Flexibility and autonomy in how they work
• Companies with transparent values and authentic social commitment
• Opportunities for creative expression and innovation
• Remote work and location independence options

How Should Companies Adapt Recruitment?

Organizations competing for Class of 2025 talent must fundamentally rethink recruitment messaging. Job postings emphasizing salary and benefits appeal less than those showcasing company purpose and impact. This generation researches company values, environmental impact, and social initiatives before considering employment.

AI Literacy as Table Stakes

Unlike older generations learning AI as adults, the Class of 2025 enters the workforce with baseline AI familiarity. They've grown up using AI-powered recommendations, chatbots, and predictive algorithms. This native fluency will shape how they approach problem-solving and career development.

Companies will need to invest in advanced AI training rather than basic digital literacy training.

Content Consumption and Information Trust

The Class of 2025 grew up in an environment of algorithmic content curation. They're simultaneously more aware of misinformation risks and more susceptible to filter bubbles. They trust peer recommendations and user-generated content more than traditional media.

For companies building products or services targeting this generation, influencer partnerships and peer validation matter far more than traditional advertising.

Mental Health and Wellness as Priority

This generation openly discusses mental health challenges, therapy, and wellness—normalized topics where older generations maintained stigma. They expect employers to provide robust mental health support and don't view seeking help as weakness.

Companies offering comprehensive mental health benefits and mental health-aware workplace cultures attract and retain Class of 2025 talent more effectively.

Key Takeaways

• Class of 2025 grew up entirely in digital environments, fundamentally shaping worldview
• This generation prioritizes purpose-driven work over traditional compensation packages
• AI literacy is baseline expectation, not advanced skill
• Global consciousness and social awareness inform career and consumer choices
• Peer recommendations and authentic peer validation drive trust
• Companies must adapt recruitment, workplace culture, and product strategy for this cohort

Understanding emerging generations is crucial for long-term business success. Book Matt to keynote your organization or explore deeper generational insights in Generation AI. Contact us for consultation on generational strategy.