In our recent webinar with Ardent Partners, we explored how the demographic shift to Millennial and Gen Z workers is fundamentally transforming frontline workforce management. The discussion revealed critical insights for procurement leaders, contingent workforce program managers, and operations directors who rely on shift-based labor.

Watch the full recording below or continue reading for key takeaways.
‍

The New Frontline Workforce Demographics

Research from Ardent and Fox shows that Millennials currently comprise 35-40% of the workforce, with Gen Z representing another a 25-30%. By the end of 2026, these two generations will make up 62% of the frontline workforce—essentially becoming "the new frontline."

This demographic shift brings both challenges and opportunities for organizations that rely on contingent labor. As Chris Dwyer of Ardent Partners noted during the webinar:

"If you're not doing the right things to attract this audience and you're not doing the right things to manage them effectively, you're in that vertical, if you're in that industry—you're going to struggle."
‍

What Matters to Millennial and Gen Z Workers

The webinar highlighted several key factors that matter most to these generations:

1. Flexibility and Control

The ability to control schedules and achieve work-life balance rated as a top priority for 96-98% of Millennials and Gen Z workers, compared to just 69% of Baby Boomers. 83% of Gen-Z frontline workers feel burned out (Forbes, 12/3/24). This stark difference underscores the need for contingent workforce solutions that offer greater flexibility and worker control.

2. Digital-First Engagement

As digital natives, these generations expect workplace technology to match the consumer technology experiences they're accustomed to. Mobile-first communication isn't just preferred—it's expected.

3. Purposeful Work and Social Impact

Younger workers seek jobs that provide a sense of purpose and social impact. They want to understand how their role contributes to larger organizational goals.

4. Growth Opportunities

Despite being in contingent roles, these workers value opportunities for skill development and career advancement. 68% employers are investing in upskilling and re-skilling programs for frontline labor.

The Mobile Effect

One of the most compelling discussions centered on what JB termed "the mobile effect"—the convergence of three critical factors:

1. Technology advancement: Mobile capabilities have evolved significantly
2. Generational preferences: Millennials and Gen Z expect mobile-first experiences
3. Workplace environments: Frontline managers are rarely at desks and need on-the-go solutions

As JB noted during the session:

"This is probably what excites me the most with opportunity to reimagine contingent labor hiring for frontline environments... It's the convergence of these primary factors."

The $95 Million Risk

Perhaps the most eye-opening statistic shared during the webinar was from Ardent and Fox Research: businesses could lose upwards of $95 million over the next five years in revenue without a proper generational talent acquisition strategy.

This potential loss stems from:

• High turnover (48% of frontline managers and 52% of frontline workers changed jobs in the past year)
• Decreased productivity
• Challenges in finding and retaining workers
• Eroding bottom line
• Destroyed efficiency

Industry-Specific Implications

The webinar explored how these demographic shifts affect different industries:

Manufacturing

• Purpose-built mobile solutions for high-volume shift fulfillment
• Shop floor manager-friendly interfaces for on-the-line requisition creation
• Ability to scale workforce based on production forecasts

Hospitality

• Rapid fulfillment for FOH/BOH staffing needs
• Ability to request specific workers with property knowledge
• Improved guest experience through consistent staffing

Warehousing & Logistics

• Streamlined shift fulfillment for 24/7 operations
• Mobile platforms ideal for yard and floor supervisors
• Quick workforce scaling for peak seasons

Modernizing Contingent Workforce Technology

A key theme throughout the webinar was the technological underinvestment in frontline contingent program management. Only 1% of organizations' IT budgets are allocated to systems used by frontline workforces, despite these workers representing the largest workforce segment globally.

As organizations look to address these challenges, mobile-first VMS solutions purpose-built for shift-based labor become essential. The webinar highlighted how these solutions can:

• Drastically increase user adoption among frontline managers
• Close the 4-hour gap in requisition distribution found in traditional systems
• Enable real-time shift fulfillment
• Provide user experiences that align with generational preferences

Download the Presentation

Want to review the complete data and insights? Download the webinar slide deck:

DOWNLOAD SLIDE DECK

Next Steps

Understanding the demographic shift is just the first step. Implementing technology that addresses these changes requires strategic planning and execution. Network's VMS and talent marketplace capabilities doesn't just address these challenges, but in fact turns the generational shift into an inflection point to generate value that wasn't achievable before.

To learn more about how Network's purpose-built VMS for shift-based workforces can help you adapt to the Millennial and Gen Z frontline workforce, contact our team to discuss your specific needs:

CONTACT US

About Network

Network is a purpose-built VMS for shift-based and frontline workforces. We empower procurement and contingent workforce program leaders with specialized technology that transforms how organizations source, manage, and optimize their contingent labor.

About Ardent Partners

Ardent Partners is a research and advisory firm focused on defining and advancing the supply management strategies, processes, and technologies that drive business value and accelerate organizational transformation within the enterprise.

‍