Gen Z's Preferred Jobs Are Disappearing — Here's What To Choose Instead
For a long time, the majority of Gen Z were entering the workforce with certain jobs in mind: from online influencer to remote-based support roles in big companies. After the COVID-19 lockdown, the notion of work changed for a lot of employees, but for a younger generation just starting their careers, it looked like a drought had hit the sought-after roles they had been counting on for years.
According to Joel Marotti, Senior Managing Partner at Vertical Media Solutions, in 2023 57% of Gen Z reported wanting to be influencers. By the spring of 2026, that percentage had dropped to 5%.
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“They looked at the economics and realized most of it just doesn’t work out,” Marotti said.
Now, in 2026, the landscape looks different for Gen Z whose preferred jobs disappeared, including that of influencer. That doesn’t mean, however, that Gen Z is giving up; there are bills to pay, after all. These are the jobs and positions Gen Z is currently seeking out:
Skilled-Based Entrepreneur
He said that more and more Gen Zers are aiming to be behind-the-scenes entrepreneurs in charge of their own brands and businesses, rather than spokespersons for other companies. On top of that, Gen Z entrepreneurs are focusing on having a tangible skill or trade to market.
Marotti said that a lot of Gen Z is actually headed towards skills-based or trade entrepreneurship, such as an electrician, HVAC technician or plumber “who builds their own client bases running a business, setting their own hours, and earning $70,000 to $120,000 or more (annually) with little-to-no student debt and a labor shortage working in their favor.”
New Media Marketing
Rutgers faculty member Mark Beal highlighted how Gen Zers are thriving in new roles, including social media influencer marketing, owned media content creators on behalf of brands and corporations, experiential marketing, AI marketing, and much more.
“While automation may play a role in these occupations, each requires the valuable human element to achieve successful collaboration and results,” Beal said. “Gen Zers who are graduating college and earning these roles are starting with salaries ranging from $50,000-$65,000 (each year).”
Sales and Account Management
According to Marotti, Gen Z is attracted to the flexibility that comes with a job in sales or account management in technology or professional services, either remote or hybrid.
He said that base salaries for these jobs run anywhere from $55,000 to $80,000, with top performers earning $150,000 annually on top of commissions.
“No degree is required at most companies,” he said. “It’s durable because it's relationship-based. A client renews because they know the person and trusts their account manager, who is definitely not a chatbot.”
This article was provided by MoneyLion.com for informational purposes only and should not be construed as financial, legal or tax advice.
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