Generation Z, the first digital generation (born after 1996), will make up 30% of the workforce by 2030. Do we know them? How do they communicate? What do they expect in the workplace? How are they different, and how can we turn the challenges of working with them into opportunities? These questions were the motivation behind the organization of the STARforum titled “Challenge vs. Opportunity: GenZ in the Labor Market?”, held on December 3, 2024, at Cineplexx cinema in Sarajevo.

The forum gathered over 200 stakeholders from the business sector, relevant institutions, NGOs, and youth, who discussed the key challenges and opportunities posed by the entry of GenZ into the workforce. With 28 speakers from various sectors, the forum focused on profiling Generation Z, a generation that will change as many as 17 jobs and 5 professions throughout their careers, some of which do not even exist today.

Discussions addressed the need for changes in business practices that will allow for more flexible working conditions, provide mentoring support to young people, and leverage their affinity for digital tools, as well as their different approach to communication and thinking. Mental health support for youth was also highlighted as an important issue. One of the main challenges, as emphasized, is aligning the business community with the education system, especially in the creation of modern career counseling models and more effective practices in the private sector during education.

The forum also saw the official promotion and launch of the STAR.study digital platform, which was created based on the nine-year experience of Hocu.ba, the most visited information platform for young people. The platform has attracted over 2.5 million users, with 38,000 posts, 11 million page views, and 100,000 followers on social media.

Mervan Miracija, OSF WB team leader, proudly launched the STAR.study platform, announcing its regional expansion. The goal is to extend the services currently available to young people in BiH to youth in Albania, Kosovo, North Macedonia, Montenegro, and Serbia. This platform will provide young people across the region with access to relevant information, career development opportunities, and the support offered by the business community.

STARforum once again confirmed its crucial role in connecting young people, the business sector, and educational institutions, facilitating a dialogue that will shape the future of the labor market in the region.