Gen Z and the QTU: Innovation in action
Queensland Teachers' Journal, Vol 123 No 4, 5 June 2020, page no.16
The QTU’s work in identifying how the union movement can win over younger workers is beginning to attract attention around Australia.
The QTU has been undertaking innovative work to find new ways to attract and engage the members of Generation Z (Gen Z), the demographic cohort currently aged 25 and under. In particular, the “Gen Z and the QTU” report explores what drives this increasingly large and important part of the workforce, which the union movement is yet to fully engage with.
The report explores the key characteristics of Gen Z, analyses the relationship between Gen Z and unions, and then considers the range of challenges, but also incredible opportunities they represent for unions. Finally, the report makes a range of recommendations of how the QTU can review and adapt its existing processes and procedures to ensure successful engagement with Gen Z.
The QTU is very much leading in this space, with the broader union movement increasingly keen to find new ways of reaching this increasingly important demographic. The framework for growing the union movement developed by the Australian Council of Trade Unions (ACTU) very much aligns with the findings of the QTU report, and since the report found its way to ACTU Secretary Sally McManus, the connection between the QTU’s Gen Z work and the ACTU has continued to strengthen and grow.
In April, I presented the QTU’s Gen Z work as a case study to the ACTU’s Youth Committee, a fantastic opportunity to outline the work being done by the QTU and a great chance to connect with officers from other unions who have a strong interest in youth and their involvement and engagement.
From there, the ACTU published a feature article on “Gen Z and the QTU” in its Union Futures newsletter. This article, “QTU Finishes Comprehensive Review to Target Gen Z Membership”, provided a key summary of the “Gen Z and the QTU” report and a range of illustrations and infographics, as well as a link to the report in full.
According to the ACTU, this article developed considerable traction and interest from other unions. For instance, the IEUQ subsequently published an article “Generation Z teachers: leaders in the online learning revolution” in its weekly newsletter, with “Gen Z and the QTU” as the primary reference.
Since publishing the article, the ACTU has expressed interest in exploring further work it can do with the QTU as an extension of the Gen Z project. The new ACTU Behavioural Insights Unit (ABIU) has been established to increase union growth and use behavioural science to help unions better understand their members. Its head, Dr Kristy Jones, has reached out to the QTU to explore further opportunities, which would represent an outstanding learning opportunity for our Union.
A team of QTU Officers and Organisers is now working to implement a range of recommendations arising from the “Gen Z and the QTU” report. The Gen Z Strategy Dashboard provides an “at a glance” overview of the Gen Z work. It is important to note that applying the “Gen Z spin” to many of the great things the QTU already does will benefit all QTU members – not just those from Gen Z!
If you want to learn more about Gen Z and the recommendations, read the full report at https://www.qtu.asn.au/gen-z-report
The recognition of our Gen Z work by the broader union movement demonstrates the importance of engaging young members. It also shows the QTU as a proactive organisation at the forefront of identifying the need to connect with Gen Z, outlining strategies to make it happen, and then investing to implement those strategies.
The Gen Z momentum continues – watch this space. There are many new, innovative and exciting developments coming!