Lord Alan Sugar unleashes brutal Gen-Z rant as he slams lack of hard-working young Brits: ‘Get a bl**dy job!’
Lord Sugar has launched a scathing attack on Generation Z, declaring it is “too late” for Britain to develop a hungry entrepreneurial culture.
In a recent interview, the 78-year-old Apprentice host claimed modern youth are fixated on the latest trends and social media rather than hard work.
“All the kids are interested in now is the latest Nike shoes, the iPhone 15 and TikTok,” Mr Sugar told Radio Times.
The business tycoon urged young people to seek employment rather than idle away their time.
Alan Sugar has fronted the BBC programme for 20 years | BBC“Get out and get a bl***y job. Go and work in McDonald’s and scrape the hot plates and all that,” he demanded.
Mr Sugar suggested many youngsters refuse weekend work, quoting what he deemed to be their typical response: “Not for me. I’m too busy on Saturday.”
The self-made multimillionaire placed some responsibility on parents for fostering these attitudes among the younger generation.
Mr Sugar revealed that even when he had already amassed his fortune, he insisted his own children earn their keep at the weekend.
The Alan Sugar series has been on air since 2005 | GETTY
“When I was a millionaire I sent my kids out to work on Saturday morning,” he told the publication.
The practice has continued through the generations, with Mr Sugar noting that his children implemented the same approach with their own offspring.
“And they made their own children do the same thing,” he added.
The life peer’s comments come as The Apprentice continues its 20th series on BBC One, where Mr Sugar has spent two decades dismissing candidates who fail to meet his exacting standards.
BBC The Apprentice: Lord Alan Sugar launched into a rant over Gen Z
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BBC
Mr Sugar contrasted British youth culture with the entrepreneurial drive found in China and India, attributing their success to genuine necessity.
The businessman, who frequently visited Hong Kong during his electronics industry days, praised entrepreneurs from these nations as “brilliant” innovators.
He drew parallels with post-war Britain, when people “had to work really hard to get what they wanted” without any “free lunches.”
Mr Sugar argued that prolonged poverty in China and India instilled a cultural drive for prosperity and self-sufficiency that no longer exists among British youngsters.
Alan Sugar said it’s ‘too late’ for Britain to develop a hungry entrepreneurial culture
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BBCDespite his criticism of modern youth, Mr Sugar confirmed his commitment to The Apprentice for at least three more years.
“At the moment, I love doing it,” he shared, noting that he enjoys helping to start a business with young people.
The businessman acknowledged the programme continues to attract fresh audiences, with each series bringing in a new wave of teenage viewers eager to learn about enterprise.
However, Mr Sugar admitted that contestants themselves have evolved over two decades, becoming increasingly focused on fame rather than genuine business ambitions.
