ATREVIA’s vice president Isabel Lara and the director of Deusto Business School, Iñaki Ortega, have unveiled Phase II of the Generation Z study: The dilemma at the ESADE Forum in Barcelona. A quantitative and qualitative study that x-rays this generation of people from a threefold perspective: as citizens, as consumers and as workers.
Young people between 14 and 23 are in a dilemma, the Internet has always been a part of their lives, but the world is not 100% digital at the moment. They have to choose between giving up a part of their identity to adapt to a reality made by and for their parents and grandparents, or try to be themselves at risk of being in the stuck in the periphery of the system.
As consumers they are critical and empowered, 92% of Gen-Z use the Internet consistently to gather information about the products they want to buy. “The moment the Internet was available in their houses everything changed for this generation, it gave rise to the challenge of needing a father or a mother to tell them the answers to their problems or doubts, or of a boss who tells them how to work” Said Iñaki Ortega.
They focus on the immediacy in detriment of quality, and assume that the use will not extend over time. “This generation values price above all and they are not willing to wait, it is at this moment that innovations like two hour online orders are born, they want answers in the shortest time possible” said Isabel Lara.
The Generation Z study: The Dilemma, also gives us clues when it comes to defining what young people are looking for when choosing an ideal job. They prioritize good work environment, the conciliation and the possibility of developing their professional career against other types of factors such as stability and a good salary. According to Isabel Lara, “They do not aspire to be the boss but to gain experiences that will allow them to have a bigger professional development in order to take on new challenges.”
