The ‘Zillennials,’ a micro-generation of young people aged 23 to 33 years old that spans Generation Z and Millennials, are waging a war on talent closer to home. This demographic, which places a greater emphasis on work-life integration, is more likely to choose office locations that are in line with their lifestyle and offer a seamless integration between work, play, and live experiences. Businesses looking to retain and attract top young talent in London should look at emerging hubs designed to meet the needs of this new generation.
Zillennials prefer to work in an office. This demographic is evident by the fact that they are in the office four out of five days a week, at British Land’s London offices which can accommodate up to 46,000 people. Zillennials, however, demand environments that are worth the effort.
According to JLL’s Global HX Survey 2020, 39 per cent of employees find outdoor spaces important and impactful. However, they are not currently well-provided for at their workplace. After the Covid report, employees are more concerned about their health and well-being. They expect to have access to green areas, plenty of light, fresh, clean air, leisure and wellness facilities, healthy restaurants, and cultural amenities.
Locations that are based on lifestyle
New locations, designed around the younger generation, can help to address the shortage of supply in traditional areas, such as the City of London or West End. These districts have been evolving for centuries and are not easily replicable. Corporates are looking beyond traditional central business districts to provide a more comprehensive, uncompromising experience for their employees.
Canada Water, Battersea Power Station and King’s Cross are examples of lifestyle-driven locations that tick these boxes. These areas have proven the value of their mix-use proposition, as well as the power of a blank slate development which can be tailored to the modern occupier’s requirements.
It is possible to create an excellent workspace with all the amenities you want – roof terraces and state-of-the art wellness facilities. You can also have communal lounges for mindfulness, or even quality food options. However, it can be difficult to mold a building’s infrastructure and surrounding natural environment. Nearly three quarters of the workforce (71%) want to work somewhere that promotes a healthy lifestyle and safety (JLL Workforce preference Barometer 2022). People are therefore naturally drawn to spaces which can facilitate outdoor work, socialising and exercise.
Young talent pools
Zillennials don’t want to spend time on long commutes, and they are turned off by corporate environments that are soulless and sterile. They prefer a direct route to work, whether it’s by bike, foot or public transport.
Employers should consider where and how their younger employees commute. JLL reports that more people under 35 can reach Canada Water in 45 minutes than anywhere else in central London. This gives businesses the opportunity to tap into the large pool of young professionals in areas nearby and directly linked, such as Peckham in South-East London, Forest Hill in Brockley, Shoreditch in Haggerston, and Brockley and Shoreditch in East London.
British Land, a property developer in London, and AustralianSuper, a pension fund, are creating a new central London district on 53 acres of land at Canada Water. The Jubilee, Overground and Elizabeth lines all cross here, giving nearby talent a quick commute. The tube can take you to the West End within 10 minutes, or to Tower Bridge after 20 minutes. You can also reach the City in just 10 minutes on a bike.
Canada Water’s first phase will feature 300,000 square feet of sustainable, all-electric, state-of-the art workspace. The project is expected to be completed this spring. This represents a significant departure from traditional office spaces. The project has been designed to be sustainable and well-being, with an emphasis on open spaces, green infrastructure and a vibrant public realm.
Nature Connection
Outdoor breaks, such as a quick jog around the playground, are important for children’s development and wellbeing. As we age, our instinct for fresh air and exercise is often neglected, despite their critical role in supporting mental wellbeing. Employers who are forward-thinking should recognize this need and ensure that their office environment encourages employees to engage with nature.
Canada Water, as it develops over the next decade will include 12 acres of public space, including a 3.5-acre new park, tree-lined roads, a town square of the same size as Leicester Square, and an existing 130 acres of green spaces. The 3,000 new homes will be surrounded by 1 million sq ft worth of retail and cultural space, including Printworks – a world-class cultural venue that has been granted permission to permanently return.
Canada Water is a great example of a new workplace design which puts people, culture, and nature first. British Land’s portfolio of London office campuses, including Broadgate, Regent’s Place, and Paddington has seen the benefits from this approach. The public realm has always been improved in these locations under British Land’s ownership. This has attracted forward-thinking companies such as Citadel A&O Sherman, JLL and A&O Sherman.
In the face of increasing competition for talent, businesses must choose places that are built around people. It means that businesses must provide the infrastructure necessary to keep employees healthy and fit, as well as access to relaxing retreats in nature. They should also offer opportunities for them to experience cultural events and moments of inspiration right outside their office. Canada Water is setting a new standard for urban development. The next generation of professionals may finally find a place to work that meets their needs.
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