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The objective of this study is to explore Generation Z’s interpretation of educational practices at the secondary education level. By examining the expectations of Generation Z, this study aims to provide insights for teachers and decision-makers to improve educational and instructional practices.

The specific approach employed in this study is Transcendental Phenomenology (TPh), which focuses on uncovering the perceived experiences, thoughts and evaluations of the Gen Z generation toward formal education. For this study, the maximum variation sampling strategy, which is one of the purposive sampling methods, was utilized. In line with the nature of the design, one-on-one interviews were conducted to collect data. Thematic analysis, a commonly used method for identifying recurring patterns of meaning, was applied to analyze the data. Peer debriefing or analytic triangulation, Data saturation, Triangulation and member checking techniques were operated to support the validity and reliability of the study.

In the light of the data analysis, four themes emerged: expectations from teachers, curricula, school administration and School Counseling Service (SCS). Gen Z expects from teachers “to be democratic, to adopt novel teaching approaches and technology, to have affective qualities, to be attentive to arts and sports, to conduct qualified assessment.” Gen Z has also expectations regarding the curricula in practice such as “functionality, extracurricular activities, and instructional practices.” The expectations of the students from school administration include “administrative expectations,” “expectations regarding the learning environment” and “social expectations.” The participants had expectations regarding School Counseling Service (SCS) such as “professional guidance,” “academic guidance” and “career guidance.” “Career guidance” includes “introduction of career paths,” “academic guidance” includes “introduction of university programs,” “exam guidance” and “teacher training” and “personal guidance” includes “accessibility,” “equity in guidance services,” “communication” and “functionality.”

The research is limited to the volunteers included in the study. In addition, the study includes only senior high school students, 12th graders, representing Gen Z. In addition, the study includes only Gen Z living in a metropolitan city. The methodological limitation of the study is that only one-to-one interview technique was used for data collection. The main reason behind such a choice is that the most appropriate technique for data collection in the phenomenology method is one-on-one interviews in order to explore individual interpretation.

The research sheds light on many different points in terms of different applications. One of the results obtained in this context is curriculum. Gen Z criticizes the limitation of the program to only in-school learning and states that extracurricular practices should be included. Findings also presents implications regarding learning environments. There is a growing emphasis by Gen Z on the adoption of green, comfortable and interactive learning spaces. The Generation Z population expects teachers to possess digital competence (DC) and utilize it in their teaching practices. This shows that teachers' teaching competencies need to be upskilled.

It is crucial for policymakers to support the development of teachers' digital skills and encourage their integration into teaching to enhance instructional productivity, promote innovative learning, increase instructional appeal, foster teamwork, improve communication and facilitate innovative learning. The research reveals that Gen Z is a social phenomenon and needs to be recognized and their learning needs explored. In this context, it is imperative that the preferences and learning needs of Gen Z are considered in the learning environment, content, method-technique and assessment stages, especially in formal education practices.

The current research is important both in terms of filling the research gap in the literature and making inferences about the learning preferences of the GEN Z generation. In addition, it raises awareness in terms of the return on educational investments, providing sustainable motivation for learning and school and increasing the quality of learning outcomes. While the study reveals certain implications, further research is required to investigate the competencies of teachers, the effectiveness of teaching materials, instructional practices and designs and learning environments. Future studies should particularly concentrate on the personal preferences, motivation, engagement and learning preferences of Gen Z at the secondary level. Authorities, including teachers, ought to reassess their perspectives and adapt their practices in order to better meet the needs and expectations of Gen Z.

The purpose of this study is to investigate the influence of IP (Intellectual Property) on the intention for premium consumption of Generation Z, and to construct a theoretical model of IP on the premium consumption of Generation Z. Based on the results of the study, it provides better marketing suggestions to merchants, and is an expansion of previous research on the consumption behavior of Generation Z.

This paper contains two empirical tests and one experimental analysis. First, this study crawl over 5,000 pieces of Generation Z’s consumption data from Poizon, an e-commerce platform and exclusive trending community for Generation Z. Second, this study designs a two-group online experiment to collect 292 valid data from members of the Generation Z. The authors use Stata software for multiple linear regression, t-tests, and ANOVA to test the hypotheses.

The results of the data analysis show that IP has a significant positive effect on the premium consumption intention of Generation Z, and the limited release strategy positively moderates the effect. Self-image congruence and social identification play mediating role in the influence of IP on Generation Z’s premium consumption.

First, this study finds a link between IP and commodity premiums, which is the first study to explore the effect of IP on commodity price changes. Second, this study is the first to examine the marketing science value of IP using a combination of empirical tests and experimental analysis. These fill research gaps. Finally, the mechanism of IP’s influence on Generation Z’s premium consumption is revealed, enriching the literature on Generation Z’s consumption behavior.

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.

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.

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.

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.

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.

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.

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.

Vietnam is an emerging economy in the South East Asia region. Its Generation Z is gradually taking the lead in the country. But rather than breaking away from the previous generations, this generation also shows a strong preference towards local values and solid commitment to social issues. Thus, traditional culture elements are increasingly integrated in every aspect of Generation Z’s life, such as advertising and fashion. Instead of hanging out at coffee places, they go for bubble tea. They still appreciate the traditional values but integrate them within a modern context. Brands chase after these young people by adapting their values into their products and services. In the work place, the Vietnamese Generation Z is less confident. They are partially lost in career development with poor career counselling in the education system. They desire new experience and new learning opportunities. Generation Z, who were born beginning in 1995, emerges in Vietnam as a fresh and promising force.