Generation Z enters the labour market and companies are trying to prepare for it. There are currently many studies around this new generation that are more or less contradicting each other. It is clear that the survey of 16-18 year olds, who have hardly worked to no one, is unlikely to make any statements about the labour market. It can therefore be assumed that the study results can only be properly confirmed in 5 years and will change massively. Generation Z summarizes the years 2000 – 2015. I have now examined four studies for you in the following four studies and draw a first conclusion from them.

Reading tip: Generation management

Digital Natives 4.0

Generation Z has been using digital technologies since birth and is thus referred to as the Digital Natives. So they are used to processing and using a high tide of information. For them, too, the real and virtual world is increasingly merging. They are connected 24 hours a day through smartphones and social media. Mobile phones, notebooks and tablets have always been part of life and information is accessible at any time and anywhere. The studies agree that this will allow more to be compared, researched and questioned. For example, a digital native pulls a smartphone directly to google the statement he doesn’t understand.

Source 1: Generation Z – Security and Digitization

The first source I have found is from haufe. Various studies were summarized there. Haufe examined the study by NEON (1000) and AUDI AG (10,000 participants). NEON believes that good pay, secure permanent employment and a pleasant working environment are important. Self-realization is no longer as important as it once was for Generation Y. Respondents often yearn for peace and quiet even after work, plooking for less frequent bars and clubs during the week.

Furthermore, there is a high need for security as well as loyalty. Thus, the respondents of AUDI AG can imagine that entire life will be spent with an employer again. Also, a good boss of the generation is more important than extensive bonuses. The study by AUDI AG also believes that Generation Z often has little career planning and will pay close attention to the reconciliation of family and professional life.

In conclusion, a strict separation of work and working life is therefore an important point. Generation Z is also more realistic. Rosy promises and phrases are no longer important and are viewed very critically by Generation Z.

Results short and concise

  • Fun at work is not so important
  • Perpetual contract important
  • Chef more important than bonuses
  • Separation of work and private life
  • Generation Z is realistic

Source 2: Generation Z – the Realists

Now I have searched further and found another study from Bremen, which characterizes Generation Z as realistic (Generation Y – Optimists). Generation Z is unwilling to work overtime, according to the study, and sees the profession more as a means to an end. Thus, topics such as self-employment or startups are hardly an issue. Sport, for example, is seen less as a balance and more as a means to an end for the preservation of health.

Realism in particular is intended to shape this generation. In this way, marketing promises should lose their impact and privacy and data protection are very important to the generation. In professional life, the generation should easily cope with large amounts of information and changing tasks. They can acquire knowledge for themselves very quickly and demand a certain degree of digitization (e.g. free Internet at work).

Results short and concise

  • Privacy is important
  • Degree of digitization
  • Realistic
  • Security need

Source 3: Generation Z – “Anything goes”

The topic was also addressed on the start-up scene. Generation Z should have unlimited possibilities. So the guiding principle counts: “Anything Goes”. According to the founder scene, a low level of optimism as well as a high degree of rationality and low loyalty to an employer is a defining factor for this generation. The 9-5 mentality (9-5 p.m.) is also to be challenged again.

The generation does not want a transition from work to private life. For this reason, regular working hours are important as well as less flexibility in the job. The founding scene also believes that Generation Z will not be receptive to phrases and advertising.

Results short and concise

  • Flattering
  • Rational
  • Realistic
  • Nine to Five

Source 4: Generation Z- lone fighter and materialistic

A final study is from the University of Applied Science. According to the study, Generation Z should define itself through material ownership and smartphones. They have the highest demands on employers and are lone fighters. They are used to being connected all over the world.

Another feature is non-binding (flattering) especially with employers. For the generation there are hardly any long-term ties, but life consists rather of a collection of section partners. Furthermore, private life should clearly dominate before the job. Especially in the job, financial incentives and further education as well as technology are more important than benefits such as home office.

Results short and concise

  • Lone
  • Unbinding
  • Private life before job
  • Technology

Conclusion: Generation Z – Security and Realism

All studies are quite similar in many respects, but also massively different. I am surprised that Generation Z is once again more conservative about private life and wants to be loyal to an employer. I thought it was becoming fluttery and rationalism rather than security, as in Source 4. I also miss agility and virtual teamwork. However, I also experience with the trainees, whom I know, that there is clearly also a tendency towards safety.

Wie schätzen Sie die Generation Z ein?

Thus, in the summary, Generation Z can be seen as a generation that is realistic, wants to separate private and professional life, lives Nine to Five and demands a certain degree of digitization. Studies seem to agree on this. However, there is a great deal of discussion as to whether they are loyal and security-conscious or rather flattering and rational. We will probably not know more in a few years.

Generation Z
Similarities and differences between The Studies on Generation Z
Genderhinweis: Ich habe zur leichteren Lesbarkeit die männliche Form verwendet. Sofern keine explizite Unterscheidung getroffen wird, sind daher stets sowohl Frauen, Diverse als auch Männer sowie Menschen jeder Herkunft und Nation gemeint. Lesen Sie mehr dazu.

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I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.

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