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Article
Publication date: 23 September 2021

Shabnam Azimi, Yana Andonova and Charles Schewe

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations

Abstract

Purpose

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic).

Design/methodology/approach

Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2).

Findings

This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future.

Research limitations/implications

This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations.

Practical implications

The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups.

Originality/value

This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 10 June 2021

Hyunju Shin, Jacqueline Eastman and Yuan Li

This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has…

Abstract

Purpose

This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships.

Design/methodology/approach

This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis.

Findings

This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them.

Originality/value

The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 8 June 2021

Deepika Pandita

This research paper focuses on the arriving new generation, “Gen Z,” and how an organization can target this new talent through innovation in its employer branding. This…

Abstract

Purpose

This research paper focuses on the arriving new generation, “Gen Z,” and how an organization can target this new talent through innovation in its employer branding. This paper aims to enhance the readers’ understanding of how generation Z is different from the previous generations and their unique preferences. This study also attempts to probe and help readers understand innovative practices in employer branding and what tools can be used under this umbrella to influence and attract the increasing workforce of generation Z to the labor market.

Design/methodology/approach

There were 21 in-depth semi-structured interviews taken from human resources (HR) heads of various organizations, a few mid-managers, consultants and HR experts based in India. Each interview was transcribed, and a technique of inductive content analysis was used. Broad themes and several new items emerged that looked at innovation in employer branding.

Findings

It was found through this study that Gen Z has high career aspirations, working styles, attributes, education preferences and has an innovative mindset. This demands a flexibility of being independent and confident. They prefer diversity not just through race and gender but also through identity and orientation. Most important, money is not the only priority for them when it comes to their career development. They also want themselves to be associates with a workplace exhibiting community support. They are driven by an innovative mindset where they resort to creative means to achieve their goals.

Research limitations/implications

The research paper is exploratory. The model and hypotheses the author arrives at must be verified empirically by collecting primary data through validated instruments by the relevant stakeholders in the organization, specifically the stakeholders specializing in the domain of talent acquisition and talent management, to add additional weight and meaning to the literature.

Practical implications

As the members of Gen Z are about to step into the labor market, the proposed finding in this research paper would help current industrial practitioners rethink how they will design their policies to entice and integrate Gen Z into the workplace.

Originality/value

Realizing that companies’ experience with millennials’ entry into the workforce might not have prepared them to win with Gen Z, the author has examined what makes Gen Z different from earlier cohorts on how do they approach the workplace. Understanding the unique behavioral differences, the author has proposed organizations’ practices to appeal to them to work with them. Adding to the existing literature on “Generation Z” and “Employer Branding,” the author has linked both in the paper with a qualitative study and proposed a model to build Generation Z’s employer brand.

Details

International Journal of Innovation Science, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-2223

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Book part
Publication date: 11 November 2019

Chris Gentilviso and Deb Aikat

The post-millennial or Generation Z constitutes people born in 1997 or after. This study theorizes how news consumption habits of the post-millennial generation are…

Abstract

The post-millennial or Generation Z constitutes people born in 1997 or after. This study theorizes how news consumption habits of the post-millennial generation are reshaping the news. As the newest generation of media users, Generation Z or the post-millennials, comprising people born in 1997 or after, will inherit the millennial legacy. Generation Z has embraced the visual, verbal, and viral aspects of digital and social media platforms. They rarely engage with traditional news sources, which they deem as nearly extinct.

Based on 2019 meta-analytical research review of 16 key studies (published between 2017 and 2019) of media consumption habits of post-millennials, this research study delineates news consumption habits of post-millennials. It theorizes how this new generation of media users are embracing the visual, verbal, and viral media to reshape news content. The propensity of the post-millennials to participate in the news cycle shapes their rapidly changing preferences and usage patterns.

Over the years, news consumption has varied among different age groups. Newspapers and television were popular with the Silent generation, comprising people born between 1928 and 1945. The Internet significantly transformed media use among baby boomers, the generation born between 1946 and 1964, and Generation X, which constitutes people born between 1965 and 1980. The rise of social media has significantly transformed media use of millennials or Generation Y, born between 1981 and 1996. They were the first generation to come of age in the new millennium.

Unlike Generation X and boomers, the post-millennials or Generation Z sparsely engage with traditional news sources they deem as nearly extinct, including print media such as newspapers and magazines. They rarely watch television news or listen to radio. They report different news values with less concern about accuracy and more attention toward entertainment and interaction.

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Book part
Publication date: 19 August 2021

Frances M. McKee-Ryan

Generation Z comprises the newest cohort to enter the workforce, and they not content to be the Millennials’ younger sibling. Born between 1997 and 2012, Gen Z’s identity…

Abstract

Generation Z comprises the newest cohort to enter the workforce, and they not content to be the Millennials’ younger sibling. Born between 1997 and 2012, Gen Z’s identity is shaped by being the first generation to come into a post-9/11 world, by the effects of the Great Recession on their parents’ and families’ economic well-being, by the proliferation of technology and social media, by the specter of school shootings and violence, and by the current period of reckoning with past and present racial injustice. The defining moment for this generation, however, is entering adulthood during or in the wake of a global pandemic that significantly changed both education and industry. The confluence of this new generation of career entrants, the dramatically shifting job forms and careers (e.g., contingent work and the gig economy), and the post-COVID landscape of work provides a rich and compelling research agenda for management and human resource management as Gen Z enters workplace and progresses through their careers. Little academic research has examined this generation and its complexity, but the business community is very interested in preparing for the influx of Gen Z into their organizations and as consumers. Gen Z is diverse, global, and mobile. They are defined by their almost symbiotic relationship with technology, but surprisingly desire in-person connection. This generation was hard hit by the COVID-19 pandemic, in their education, finances, relationships, and well-being. They are a generation in flux. Future research directions are explored and presented.

Details

Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-1-80117-430-5

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Book part
Publication date: 23 October 2020

Berna Tarı-Kasnakoğlu, Meltem Türe and Yunus Kalender

This chapter provides fresh insight into the lives of Generation Z in Turkey, who are described as the generation born after 1995. The chapter uses secondary information…

Abstract

This chapter provides fresh insight into the lives of Generation Z in Turkey, who are described as the generation born after 1995. The chapter uses secondary information harvested from academic and popular literature, and national statistics. In addition, results from a quantitative survey conducted among 237 Generation Z members in Turkey and insights gathered from a qualitative study based on semi-structured interviews performed with 12 individuals from Generation Z have been utilised. Understanding Generation Z in Turkey is challenging because the effects of fast digitalisation, cultural globalisation, and new challenges in attaining high-quality education and finding good jobs are not yet fully known. This chapter offers insights on Turkish Generation Z, including but not limited to their (1) future-orientation, (2) multipolarity of selves, (3) identity as consumers, and (4) perceived challenges regarding future work life.

Details

The New Generation Z in Asia: Dynamics, Differences, Digitalisation
Type: Book
ISBN: 978-1-80043-221-5

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Book part
Publication date: 30 September 2019

Christian Scholz

Europe currently displays a fascinating complexity. It experiences severe disruptions in the economic and educational systems, the labour markets and the political…

Abstract

Europe currently displays a fascinating complexity. It experiences severe disruptions in the economic and educational systems, the labour markets and the political orientation. Also, we see demographic issues with not enough young people on the one hand, and also not enough acceptable jobs on the other hand. All this raises questions regarding the consequences resulting from these dynamics for the young generation. This chapter deals in particular with the so-called ‘Generation Z’, which started – depending on the chosen author – between 1990 and 1995. In this analysis, the concept of ‘generation’ by Karl Mannheim plays an important role since it explains to us why and how cohorts of people are shaped in a specific period of time in a very similar way. When dealing with Generation Z, the following hypothesis of global convergence immediately comes up: since Generation Z is a digitally connected generation, it must move in the same direction. Even though this is partially true on the global scale, we see differences – even within Europe, since Europe is a heterogeneous space. Therefore, we cannot talk about ‘the European Generation Z’ but rather about the ‘Generations Z in Europe’ with their differences, their similarities and their dreams about their future. Besides arriving at the letter ‘Z’ in Generation Z by just continuing from X and Y to Z, the ‘Z’ provides us another interpretation: It stands for ‘zeitgeist’ and for a promising vision of Europe.

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Book part
Publication date: 23 October 2020

Elodie Gentina

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the…

Abstract

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the generation of digital natives, with multiple identities; a worried and creative generation who value collaborative consumption; and a generation looking forward. The authors present here tentative observations of Generation Z in Asia using theoretical approaches and scientific backgrounds: the authors show how socialisation theory (parents and peer group) and technology (relationship with smartphones) offer meaningful perspectives to understand Generation Z behaviours in Asia. Finally, the authors ask some key questions about dealing with Generation Z in Asia in the field of smartphone use, consumer behaviour (shopping orientation), collaborative consumption (sharing), and work context.

Details

The New Generation Z in Asia: Dynamics, Differences, Digitalisation
Type: Book
ISBN: 978-1-80043-221-5

Keywords

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Book part
Publication date: 23 October 2020

Shaheema Hameed and Meera Mathur

With a population of 472 million, Generation Z in India is the largest in the world. This chapter studies the demographic breakdown of the members of Generation Z, their…

Abstract

With a population of 472 million, Generation Z in India is the largest in the world. This chapter studies the demographic breakdown of the members of Generation Z, their political and social concerns, their career aspirations, their workplace preferences, and the changing consumer attributes. The research design for this study incorporated a qualitative approach comprising of four focus group discussions (see Appendix). Members of Generation Z in India show common behaviours and preferences with their counterparts around the world. However, members of Generation Z in India have clear opinions and ideas of how youth can contribute to a developing nation like India.

Details

The New Generation Z in Asia: Dynamics, Differences, Digitalisation
Type: Book
ISBN: 978-1-80043-221-5

Keywords

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Book part
Publication date: 23 October 2020

Zahrotur Rusyda Hinduan, Adilla Anggraeni and Muhamad Irfan Agia

Despite several similarities, Generation Z in Indonesia has specific characteristics that might differentiate them from their colleagues from other countries…

Abstract

Despite several similarities, Generation Z in Indonesia has specific characteristics that might differentiate them from their colleagues from other countries. Socio-cultural factors such as national values shape their behaviours in many aspects of their life. Specific significant life events in Indonesia such as inhumanity among minorities and damaging natural disasters are also believed to contribute to the development of the specific characteristics of Generation Z in this country. The aim of this chapter is to describe these characteristics as well as the behaviours of Generation Z in personal and professional contexts, including their consumer behaviours. Based on literature and publications related to the topic, it can be seen that people from this generation are realistic but confident with their abilities, especially in using technologies. However, there is a need for social interaction, especially with experts such as their superordinates particularly during difficult times. These characteristics will lead to specific behaviours from Generation Z in Indonesia.

Details

The New Generation Z in Asia: Dynamics, Differences, Digitalisation
Type: Book
ISBN: 978-1-80043-221-5

Keywords

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