Understanding the Emerging Expectations: A Qualitative Exploration of Challenges in Engaging Generation Z Clients

Abstract ―​

This qualitative study, using a phenomenological approach and an exploratory case study design, investigated the challenges professionals face when engaging Generation Z clients and their evolving expectations and behaviors within government offices in La Trinidad, Philippines. Through semi-structured interviews with professionals regularly interacting with Gen Z, the research aimed to deeply understand these lived experiences where formal protocols often clashed with digital-native preferences. Findings revealed three primary challenges: significant communication and interpersonal style gaps due to Gen Z's preference for rapid, visual, and informal digital exchanges, often leading to a "digital gap"; managing Gen Z's high expectations for authenticity and responsiveness, sometimes perceived as entitlement or impatience; and addressing the emotional and cognitive impacts of Gen Z's digital upbringing, including heightened sensitivities, vulnerability to misinformation, and perceived overconfidence or shorter attention spans. In response, professionals demonstrated substantial adaptation efforts, embracing digital transformation for responsive and authentic engagement and evolving their roles to be more approachable, empathetic listeners, counselors, and flexible educators. The study concludes that professionals are actively learning and adapting to effectively bridge generational divides, underscoring the critical need for targeted professional development in digital communication, interpersonal skills, mental health awareness, and adaptive leadership. These insights are vital for enhancing service delivery, guiding policy, and fostering intergenerational cooperation within public service and other sectors in the Philippine context.