Generation Z – A New Lifeline: A Systematic Literature Review

Abstract

A generation is a group of people who share similar birth years, life experiences, and cultural influences. Generation Z is the current generation that has attracted much attention from researchers and practitioners. They are defined as those who were born after 1995 and are characterized by their digital nativism and unique characteristics. The aim of this paper is to understand how Generation Z distinguishes itself from previous generations, especially in terms of its values, attitudes, and behaviours. For this purpose, a systematic literature review was conducted using Google Scholar as the main database. The search results were filtered using inclusion and exclusion criteria based on the relevance, quality, and recency of the sources. The main findings of the review are that Generation Z are born after 1995 and are known as digital natives who are proficient in using technology and social media. They also possess unique characteristics such as being entrepreneurial, socially conscious, pragmatic, and diverse. The paper concludes that Generation Z is a distinct generational cohort that requires further research and attention from various stakeholders.

Why Professional Branding: What difference will it make for me (as Gen Z)?

“…Diversity and inclusion is a significant value that characterizes the priorities of Gen Z's in today's workplace. Studies have shown that Gen Z is the most diverse generation in history, and they expect a greater appreciation for diversity, inclusivity, and representation in the workplace than the generations before them (Jayatissa, 2023;Mishra & Pandey, 2024). Due to the importance they attach to diversity and inclusivity in the workplace, Gen Z's prefer to work in companies that have established effective strategies and structures to ensure a diverse workforce and a culture of diversity where everyone is treated equally regardless of their race, gender, age, religion, or other traits (Hakim, 2023;Ngoc et al, 2022).…”