Generation Z

Incredible technology changes are defining our current reality, impacting on our approach to society, to planning and to breaking new ground in terms of education. There is a rise of a new generation that is "location-aware" and speaks a “technological-language”. This has a great impacts on the teaching-learning environment within the current university  structures, as students (the new Generation Z learners) are more equipped with technology, than typical Generation X (lecturers), which increase complexity of education processes involving instruction, guidance, and supervision. This study investigated the preferences of the new Generation Z student, in terms of technology usage within formal educational systems, based on the surveys conducted among the Urban Planning students on the Potchefstroom campus of the
North-West University, South Africa, over a 7 year period. It also tested perspectives and technology usage and preferences of current lecturers (of the same group of students), in order to reveal some of the complex realities and challenges faced when teaching Generation Z. The
research concluded with the viewpoints of both groups and presented some solutions to bridge the gaps and enhance teaching-learning strategies.

Employer-sponsored family-friendly events are designed to boost engagement and encourage retention by building family members’ identification with the organization. These events are usually targeted at employees with dependent children, but LinkedIn’s more inclusive “Bring in Your Parents” (BIYP) initiative aims to introduce employees’ parents to the daily work of their adult children. This study evaluates the impact of BIYP on the attitudes and behavioral intentions of participating employees and their parents. Repeated-measures surveys were conducted among participating employees and parents in six organizations in six countries (UK, Ireland, France, Brazil, Mexico, and Colombia). These were followed by in-person interviews with participating employees (UK), and phone interviews with HR managers (Brazil, Canada, France, Spain, UK, USA). Participation in BIYP increases employee engagement and parents’ instrumental and affective support for their children and for their children’s employers. Hosting BIYP is perceived to enhance corporate reputation among both internal and external stakeholders. BIYP serves the dual function of building employee engagement and creating new parental brand ambassadors for participating organizations. BIYP can be an effective tool for employers to engage members of staff not traditionally included in organizational family-friendly events and may be particularly useful for firms with a high proportion of younger workers in tech-savvy jobs. This evaluation of a new workplace initiative demonstrates measurable effects on important employee attitudes and behavioral intentions.

The purpose of this contribution is to study the importance of values and the  intergenerational transmission from the point of view of the z generation. Through  the Evs2018 data and a case study that involved 716 subjects between the ages of  20-25 years, we have analyzed the values considered most important by young  people, those believed to be inherited from parents, the knowledge of their family  history and intergenerational solidarity. An in-depth study was also carried out in  relation to the values that became most important for young people during the  Covid19 health emergency. The main results have highlighted some aspects of  continuity and specificity between the different generations and confirmed the  importance of the gender dimension in the intergenerational transmission  processes

Con postfazione di Francesco Inzerillo --

ABSTRACT: L’autore propone, partendo da stimoli a sé coevi, una (inevitabilmente) incompleta visione “da nativo” - con accenni levistraussiani - di una realtà quotidiana dominata dagli assistenti vocali e da un’intelligenza artificiale sempre più kafkianamente umana e helpful nei confronti delle nostre vite. Non mancano riferimenti filosofici - dal panlogismo hegeliano all’illuminismo nietzscheano -, letterari, pop e contemporanei.

RINGRAZIAMENTI: il Prof. Mario Re, uno dei carismatici e insostituibili insegnanti incontrati lungo il mio percorso liceale presso il Liceo Classico Umberto I di Palermo, per avermi stimolato a scrivere quello che poi è diventato questo articolo; i miei cari amici Francesco e Carmen, per avere seguito la redazione della bozza definitiva e per avere contribuito alla sua revisione (un particolare ringraziamento a Francesco per la postfazione); l’amico Guido che - attualmente domiciliato a Trento per motivi accademici, e totalmente ignaro della pubblicazione di questo articolo - è stato (per l’ennesima volta) citato nelle note a sua insaputa.

The COVID-19 pandemic has led restaurants in Puebla City to reduce the flow of customers. This is why it is essential to implement the new hygiene and health provisions following the Protocol for the preventive measures against COVID-19 in restaurants as proposed by the Ministry of Civil Protection and Integral Risk Management of Puebla as well as CANIRAC’s COVID-19 "Safe Table" Prevention Protocol. The use of gastronomic marketing strategies is consolidated as the appropriate means to attract Generation Z clients who are looking for safer, innovative, healthy and low-environmental impact experiences that provides value for what they pay, while using virtual tools that adapt to their needs and tastes. Based on the aforementioned, a cross-sectional and non-experimental study was carried out, and an online questionnaire of 20 items was distributed via social networks among 616 participants belonging to Generation Z. This paper focuses on generating gastronomic marketing strategies for safer consumption in Puebla restaurants that have adopted the new normal. Results obtained revealed that this segment are willing to eat in restaurants as long as they have safety and hygiene measures proposed by the corresponding authorities, in addition to meeting their expectations and demands.

Zusammenfassung Dieser Artikel zeigt, dass deutsche Nachkriegskohorten sich kaum in ihren Einstellungen unterscheiden, weder in Bezug auf Lebensziele noch in Bezug auf Sorgen oder gesellschaftliches und politisches Engagement. Diese Ko-horteneffekte werden unter Kontrolle von Alters-und Periodeneffekten mit bis zu 551.664 Beobachtungen von bis zu 76.161 Individuen des Sozio-oekonomischen Panels berechnet. Die Ergebnisse zeigen, dass von der Literatur postulierte Gene-rationsunterschiede zwischen der sogenannten Generation Y, X, den Babyboomern, den '68ern sowie der sogenannten Skeptischen Nachkriegsgeneration in Wirklichkeit kaum existieren. Weithin verbreitete Vorstellungen, wie Generationen sich in ihren Einstellungen unterscheiden, finden sich somit empirisch nicht bestätigt. Angesichts dessen sind Umfragen wie die Shell Jugendstudie wenig sinnvoll, ebenso wie eine Managementliteratur, die Ratschläge zum Umgang mit Generationenunterschieden gibt, welche empirisch nicht feststellbar sind. Abstract This article shows that cohorts in Germany after the Second World War hardly differ in what they consider important in life, what worries them and how they engage in politics and society. These cohort effects are calculated after controlling for age and period effects using upwards of 500,000 observations from more than 70,000 individuals in the German SocioEconomic Panel study. They show that differences, which the literature postulates between the so-called generation Y, X, the baby boomers, the generation of 68, and the so-called skeptical postwar generation hardly exist. This means that surveys such as the Shell Youth Study make little sense, as does a management literature that gives advice on how to handle generational differences that are not empirically identifiable. Keywords Age-Period-Cohort models · Karl Mannheim · Generation Y · Generation X · Babyboomer · Generation of 68 · Post war generation

This study examines the Cebuano Millennials' dominant values, including its three subgroups: Early Millennials, Recessionists, and Gen Edgers. A total of 450 Cebuano Millennial respondents ages 18 to 34 years old participated from Cebu City. The study utilized the Basic Values Questionnaire (BVQ) developed by Gouveia in 2003. Findings reveal that the Cebuano Millennials' dominant values were survival and health, which belong to the "Existence" values. As for the subgroups, both Early and Recessionist Cebuano Millennials consider "Existence" values as their most domineering, while "Promotion" and "Excitement" were their least domineering values. On the contrary, Gen Edgers only have one least domineering functional value that is "Excitement," which made them unique from the Early and Recessionist millennials. It appeared that Gen Edgers also value religiosity, which belongs to the "Normative" values. Overall, Cebuano Millennials are practical given that they have prioritized satisfying their survival and health first.

The low level of financial satisfaction of Generation Z will make them stressed about their future. This study aims to improve the financial satisfaction of Generation Z with Multiple Linear Regression and Regression Models with interaction supply chain strategies. Samples were used as many as 246 respondents from 263 questionnaires distributed in Pekanbaru City using convenience and purposive sampling methods, namely the Generation Z age criteria. The results showed that in the first model there was a significant influence of Financial Behavior and Financial Knowledge partially on Financial Satisfaction. While the insignificant influence is partially affected by Financial Attitude and Financial Literacy on Financial Satisfaction. While the second research model shows that there is a significant influence on Financial Knowledge and Financial Literacy partially on Financial Satisfaction, while the insignificant influence is on the influence of Financial Attitude and Financial Behavior partially on Financial Satisfaction. The second model also uses supply chain strategies where Financial Knowledge is used as a moderator. The results show there is a significant influence of Financial Literacy on Financial Satisfaction but there is no significant effect of Financial Attitude and Financial Behavior partially on Financial Satisfaction. The first research model provides a better explanation than the second model. Both models show the significant influence of Financial Knowledge. Increasing Financial Knowledge and Financial Literacy through education will be very beneficial for Generation Z for their Financial Satisfaction.

Egymás tükrében-a generációs sztereotípiák nyomában Kivonat A középiskolások a Z generáció tagjai, míg a pedagógusok többnyire az X nemzedékhez tartoznak. A dotcom gyerekeknek a virtuális térben folytatott multitasking hatására átalakul figyelmük, munkamemóriájuk és agyi aktivitásuk. Jövőképük, attitűdjük, értékrendjük és prioritásaik is teljesen különböznek a korábbi generációkétól. Megkérdőjelezik, sőt elvetik a hagyományos értelemben vett tekintélyt, ám birtokolják a kreativitást és az újító szellemet. Ezzel ellentétében a tanárok nemzedékének nem csak a tudása, de hozzáállása és értékrendje is jelentősen különbözik a netgenerációétól. A kutatás célja az volt, hogy feltérképezzük a serdülők véleményét a generációs sztereotípiákról, illetve azt, hogy mit gondolnak erről tanáraik. Az anonim digitális kérdőívet a közösségi médián keresztül terjesztettük. A serdülők a Z generációról gyakran elhangzó állításokat értékeltek. A válaszok alapján körvonalazódott, hogy vannak olyan előítéletek-elsősorban a digitális eszközhasználat mennyiségére és a tartós koncentrációra vonatkozók-, melyek a serdülők véleménye alapján is igaznak bizonyultak, de a jövőkép bizonytalanságára, a közösségi oldalakon való viselkedésre, valamint a baráti kapcsolatok minőségére irányuló sztereotípiákat cáfolták a fiatalok. De úgy gondolják, hogy tanáraiknak a róluk kialakított véleménye sok tekintetben eltér, pl. az online kommunikáció, az érzelemi attitűdjük vagy a digitális biztonság kérdésében. Bevezetés A generációk között megfigyelhető különbségek mindig is jelen voltak társadalmunkban, s a felfogás-és értékrendbeli differenciákat leginkább az eltérő korokban, évtizedekben szerzett tapasztalatoknak tulajdonították. Amióta azonban elterjedtté vált a különböző korban születetteket betűkkel felcímkézett kategóriákba sorolni (X, Y, Z, alfa), s az egyes típusokat meglehetősen általánosított, közös vonásokkal jellemezni, egyre markánsabbnak tűnik a generációk egymásra mutogatása, leginkább a társadalmi problémák feletti felelősségvállalás tekintetében. Az OK, boomer-jelenség elburjánzása is ékes példája a nézetbeli feszültségeknek. A Z generáció jó ideje egyre hangosabban okolja a baby boomereket a globális környezeti problémákért, míg az idősebbek a Z-seket egy, mobileszközeik nélkül létezni sem tudó, lusta és élhetetlen nemzedéknek tartják. De vajon lehet-e tipizálni egyes jellemzőket és általánosnak tekinteni egy egész korcsoportra nézve? Jelen tanulmány ezeknek a generációs sztereotípiáknak járt utána a középiskolás korosztály véleményének megkérdezésével. Nemcsak a magukra leggyakrabban hallott állítások igazságtartalmáról kérdeztük meg őket, hanem arra is választ kerestünk, ők miként látják a szüleik és tanáraik generációját. 1. Generációk egymás mellett 1.1 A generációs tipológiák nyomában Hétköznapi nyelvhasználatunkban a generáció vagy nemzedék szón többnyire az egy korban élő és kb. azonos korú emberek összességét értjük (Pusztai-Csábi 2003). Érdekesség, hogy a nemzedékek mai értelmezése csak az 1800-as évek után vált elterjedtté (Nemes 2019:32); előtte vertikálisan, vagyis inkább biológiailag, a szülők és gyermekeik születése közötti időtávot vették alapul ahhoz, hogy valakiket egy generációba soroljanak, s ezeket a csoportokat is csak férfiágon, a nagyapa-apa-fiú vonalon tartották lényegesnek (McCrindle-Wolfinger 2010:13). A 19. századtól fogva azonban olyan társadalmi és gazdasági változások következtek be, melyek nagyjából 20-30 évenként-vagyis generációnként-írták felül az addig érvényben lévő normákat, kulturális értékeket, szokásokat. Míg korábban apáról fiúra szállt a tudás, addig a modern korban olyan új ismeretekkel, technológiákkal és ebből fakadóan kihívásokkal kellett megküzdeniük a fiatalabb

Smart banking services are supposed to be the endeavor of the progressive times. Generation Zis the Tech-Savvy generation while Generation X is the adaptable one, both being of ered the global platform of services at their fingertip. The smart banking services usage is yet lacking amongst both these generations. The study focuses on the factors behind the resistance prevailing in these generations. The data of 261 respondents have been analyzed from Rajasthan to examine the existing barriers of Smart Banking Services. The psychological and functional barriers have been studied from the Innovation Resistance Theory by Ram and Sheth.

This dissertation seeks to provide a solution to the declining Evangelical influence in the United States, particularly among Generation Z. The rise in number of those who do not subscribe to a particular religion (“nones”) has doubled in the last five years even amidst a steady church attendance and participation in religious activities. The popular Evangelical evaluation of this problem includes the idea that the cause is a lack or an insufficient amount of theology taught and learned. The popular response has been to increase theological knowledge churches and other places of learning. I am proposing, however, given the post-modern structures and commitments in our culture, that exclusive cognitivist solutions no longer work and something else must take its place. Research shows that theory and practice are both essential pedagogical tools for learning. This general principle is true and applicable, not only in secular settings, but in sacred settings as well. So, to inculcate a strong, flourishing, and God-honoring faith, Christian leaders must commit to deploying this theory-practice pedagogy aimed at Generation Z who happen to already be predisposed to accepting it.

As far as an increasing number of scientists are warning us about the destructive potential of climate change, humanity is facing a tremendous technological revolution. Also, the potential of new technologies to decrease the carbon footprint is significant, but the transition is highly dependent on people's choices and behaviour. This is why, a new way of motivating people around the world emerged: gamification. But, as good and innovative this idea seems to be, as many concerns it rises. Because the focus is mainly on technology, in this paper I will analyse the process of gamification through the lens of the digital divide. The concept was first used in the 1990s to describe the social and economic gap that emerged between those who had access to Information and Communication Technologies (ICT) and those who did not. Today it is mainly focused on the possibility that people would become even more marginalized due to the lack of basic skills and the impossibility to afford the new technologies on the market. Consequently, my research question is: "Is it possible that the introduction of gamification in the field of transportation increases the digital divide?". I will try to answer this question by analysing what categories of people are targeted by gamification in transportation services and which are those that could be excluded. Also, my approach is not limited to a specific country or global area, but is considering gamification and digital divide at an international level.

The global epidemic called COVID-19 has affected every aspect of human life. This epidemic has not only affected developing countries but also largely disrupted economy of developed countries. Undoubtedly, they will have to strive vigorously to revive their economy. While Corona virushas destroyed the lives of millions of people, it has also greatly affected the social, political, cultural and educational aspects of humans. As the outbreak of the epidemic escalated, schools, colleges and universities had to be closed and they had to do teaching and learning online. However, teachers and students were not prepared for this. But the epidemic has not only taught everyone to use computer, smart phone and the Internet, but has also forced educators and teachers to think that online education can also be a strong alternative for teaching and learning. Most of the students are from generation Z who have grown up in globalised world, got rays of hope from online classes. Indeed, it is time to redefine and restructure our education system for generation Z students. This research paper is a discussion of these various issues.

Along with globalization, the structure of markets has changed. In today's markets, it is necessary to analyse the consumers’ profile in order to appeal to consumers or compete with other companies and survive against them. Today's changing consumer structure reveals the differentiation of consumption habits as well. The Generation Z, which is included in the young age profile of the consumer segment, represents the year 1995 and beyond. This generation is also known as the mobile generation. They are interested in more technology than their predecessors (Generation X and Y), and they are actualizing their social lives more and more through smart devices such as mobile phone, tablets. This situation has also changed the perception of time and space in consumption habits. The shopping mall culture that emerged with globalization is now taking its place to Internet shopping. Ads made via social media and shopping made by these ads are among the preferences of Generation Z. In ...

Due to technological evolution and digitalization education has encountered many changes in the last decade. Students as a part of educational system bring their own footprint on it through their learning styles. Therefore, the aim of this study is to evaluate the learning styles of a group of undergraduate and postgraduate students. The achievement of this goal is realized through a questionnaire applied to a sample of 114 students. Particularly, I have used the Felder & Soloman Index (ILS), which is specifically evaluating four learning dimensions: processing information; perceiving information; receiving and understanding information. In order to shape the students' learning styles, the statements were grouped in three categories and had a five-point Likert scale for evaluation. Even if at first glance the problem of learning styles is considered a simple task, through further analysis I realized that it is a complex process. Understanding and defining the students' leaning styles is particularly important because this is the key of their active involvement. In this context, Z generation is identified with an auto-didactic and independent learning type and also with a strong desire to choose what and how to study.

A mai fiatalok gyakran az interneten élik életüket, a Z generáció szociális interakciói virtuális környezetben zajlanak (Nestik et.al., 2018a). A közösségi oldalakon való folyamatos jelenlét egy, a közösség által elvárt viselkedési forma, melynek hiányában a fiatal kirekesztődhet a kortárs közösségből, ám az állandó kapcsolatban levésnek egyik súlyos következménye, hogy a fiatalok nem tudják megfelelően kezelni a szeparációs szorongást (Tari, 2015). Mára az interneten való megjelenés tekintetében szinte teljesen elmosódott a határ a közösségi és a magánszféra között, valamint az is bizonyított tény, hogy az okoseszközök és az internet használat addiktív. Ennek számos fizikai és pszichés tünete lehet, melyet ugyanolyan komolyan kell venni, mint a kémiai szerek okozta függőséget. Az internet és a közösségi oldalak használatából adódó veszélyek között a kutatók a legfontosabbak tartják a függőséget, az online zaklatást, az illegális tevékenységekbe való bekapcsolódást és az antiszociális, illetve az önpusztító viselkedésformákra való ösztönzést (Nestik et.al., 2018b).
A nemzetközi kutatás többek között azt vizsgálta, hogy hogyan látják a pedagógusok a serdülők viselkedését a valós élethelyzetekben és a közösségi oldalakon. A kutatók arra is keresték a választ, hogy mutat-e a serdülő olyan tüneteket, amelyek internetfüggőségre utalhatnak.

This work wants to analyze the impact of communication on Brand Equity, by comparing a gendered and an ungendered type of advertising relative to a brand of children apparel. The idea of this work comes from the acknowledgement that, to the current situation, there is little research on the pro/cons of the usage of a type of communication alternative to the traditional one and free of gender stereotypes, and on its objective consequences on brand dimensions. The study was conducted using a posttest-only control group design: participants were randomly assigned to two groups, control and intervention, and were presented with two different stimuli (a gendered and a gender-neutral one). Convenience sampling has been adopted for this research and an online closeended response questionnaire was used for data gathering. A total of 152 responses were ultimately used in the study. The study challenges the argument that gender stereotypes are efficient tools to be used in communication to elicit a positive response and generate clearer brand associations in the viewer. The results showed how a gender-neutral type of communication has an overall positive effect on Brand Equity dimension, and how this result varies according to the age range of respondents, showing a substantial gap between Gen Z and elderly generations.

The beauty of the strategic decision making is not only critically scan the current business environment but also consider the major foreseen shifts in business dynamics to remain competitive. Responding too slowly or too earlier to such changing dynamics may lead to serious threats for the organizations, profitability, and growth apart; their existence can come on stake due to such strategic decisions. This study has attempted to observe the existence of well-established characteristics of " Generation Z " in Pakistan, so the HR experts can respond appropriately to attract, select, and retain the generation being prepared for the employability. The differences of both generations (Y and Z) have been tested in this study in terms of personality and perception of upcoming human resources. A slow dispersion of Generation Z has been observed in Pakistan which has given a bit of additional margins to HR experts to modifying their organizational structure, policies, and practices to attract the best pool of resources coming into the job market in next 2 to 6 years.

Mobile phones is one of the most preferred digital devices in constituting a large part of our daily lives in particular. Using of the mobile phones with technical innovations has become more common for this group named as generation Z. Creating a new and different social environment with sharing the private life in social websites like as Facebook, Twitter, Instagram etc. has reach a level that is closer to their social life than real life. It has been believed that smart phone usage especially in these generations has become an addiction and is considered that this situation has an effect to great extent on their social life and psychology. The aim of the study is to analyze mobile addiction of generation Z and how this addiction impacts in their social and individual lifes. In this study, the determination of the importance of factors that affect the mobile dependence of the generation Z and whether has an impact of the generations Z's social lifes or not, was evaluated by creating a new scale and utilizing a variety of scales in literature. This research was done with university students aged 18-23 is composed of a sample consisting of 276 persons.

The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer's purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z's consumer purchase intention: perceived influencers'' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer's review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z's consumer purchase intention. Remarkably, peer's review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.

A screenshot is a digital image of content appearing on a device’s screen that can be cropped, filtered, retouched, edited, posted, and/or sent to someone else. Anecdotal evidence tells us that screenshots are integrated into our lives, but formalized research has yet to uncover the “how and why” of screenshot use. Drawing from a uses and gratification framework, this exploratory study examines the technicity and practice as well as motivations and gratifications of screenshot use in general and across age groups. A sample of predominately college-age students responded to an electronic survey inquiring about screenshot use (e.g. devices used to take screenshots, device preference for taking screenshots, and frequency of screenshot use) as well as motivations for taking screenshots. Results revealed that screenshots: are social, reflect a range of diverse and age-related content, occur often and on the go, and accommodate needs especially in emerging adulthood. Taking a first step in bridging the gap in screenshot literature, implications and future directions of this nascent work are discussed.

This introductory chapter presents an overview of the state of Filipino millennials. It adopts a critical perspective that challenges the general discourse about them. That the discourse is imported from Western writings and reinforced by the local advertising industry needs to be called into question. In my view, these writings still echo the functionalist take in Filipino youth studies that treats them as a problem that must be corrected. In the latter half, I will discuss the fragmentations among Filipino millennials brought about by inequality. It is important to recognize these fragmentations to demonstrate that the stereotypes that both celebrate and problematize them are inadequate. At the same time, recognizing the vulnerabilities of these youths is crucial in understanding the different responses they have towards various social issues.

Cornelio, Jayeel. 2020. "The State of Filipino Millennials: An Alternative View." In Rethinking Filipino Millennials: Alternative Perspectives on a Misunderstood Generation, edited by Jayeel Cornelio. Manila: UST Publishing House.

Over the last couple of years the realities of massive generational change have dawned on many business leaders. While the issues of an ageing population and a new attitude to work have literally been emerging for a generation, it has been a sudden awakening for many organisations. In fact dealing with these demographic changes and specifically recruiting, retaining and managing Generation Y has emerged as one of the biggest issues facing employers today. So in 2006 Mark McCrindle of McCrindle Research was commissioned to conduct some groundbreaking research into Generation Y and their attitudes to work. Mark McCrindle is regarded as one of the Nation’s foremost social researchers and a leading authority on Australia’s changing generations. This whitepaper came as the result of the need for significant original research into Generation Y; both qualitative and quantitative. There is a lot written about Generation Y but much of it is mere observation or opinion. Therefore McCrindle Research surveyed Australians and benchmarked the findings of Generation Y against the older generations. This was followed up with a series of in-depth focus groups of Generation Y’s which were moderated by Mark McCrindle and assessed against ongoing research. We believe that this complimentary whitepaper will be invaluable for you in this critical endeavour, and at this time of great change.

Business world began to realize that humans have such a place above other production factors; even more the most important value. In such an environment where changes occur so fast and competition increase, companies having broader visions in effort of placing a pioneer and proactive position regarding to competitors, try to meet the expectations and needs of the employees, especially who are talented as to make difference and add value to the company and scarce as other functional resources, to attract and retain them. On the other side, the latest internal customers of the companies, generation z, who are capable of improving themselves due to technological developments and have radical changes in career intelligence such as boundless career and weak organizational commitment are starting to fill the places of the qualified enough but to retire soon-employees. When the career related changes occurred in employees and the wishes of the companies are considered, the other side of the medallion that is employer part should be changed also by leaving the traditional human resource management and choose talent management practices. In this research by the aim of deep understanding from discovering the possible advantages of talent management in career development process of generation z, case study method is practiced with a company by interview and document review techniques.

In Indonesia, the majority of internet users in 2014 aged 18-25 years which is 49% are digital natives or native speakers of digital technology. The generation of digital generation Z (1996-2009) was born when the internet is already available. Although media literacy can be accessed both in educational institutions and social media, there is still confusion in sorting out what is worth to share and what is not. In fact, all data shared has a track record and will not be erased. The problem is what kind of the effective way to educate Generation Z on media literacy. This research uses descriptive qualitative method with in-depth interview to 12 informants. The results show that there are four effective ways of providing information about media literacy: i) videos distributed to social media such as Youtube and Instagram, ii) interesting memes in easy-to-understand language, iii) through selebgram that has a positive image, and iv) billboard. Another interesting finding is male tend to like media literacy information through video and memes that disseminated through social media. Meanwhile, women prefer a campaign conducted by a positive image-selebgram and billboards
Keywords: media literacy, Generation Z, digital natives

Purpose: The public relations industry is in the midst of a changing media landscape as a new group of high street consumers are emerging; Generation Z. Research shows that this growing consumer base is less responsive to traditional engagement techniques compared to previous
generations (Greenstein, 2017). Consequently, practitioners now must examine their engagement approach to effectively build relationships with Generation Z. The purpose of this paper was to explore the methods that high street fashion brands are using to build relationships and engage
with Generation Z. Additionally, to analyse potential benefits of the public relations industry adopting a refined engagement approach that would allow this consumer to actively collaborate and contribute to a brand’s identity, purpose, and overall messaging. This refined approach could
result in high street fashion brands building stronger and more meaningful relationships that lead to long-term loyalty and brand longevity.

Design/Methodology/Approach: In a series of 10 semi-structured interviews, qualitative primary
data was collected from practitioners living in the U.S. and the U.K who work in the media and communications industry and have direct experience and knowledge of high street brands and Generation Z relative to relationship building and engagement strategies. Although the interview
participants did not directly work in the public relations department, their proficiencies regarding the subject matter could still be deemed valid as this paper defined public relations as ‘the management of mutually influential relationships within a web of constituency relationships
(Coombs and Holladay, 2010: 8). As public relations is managed within a web of relationships across communities, this notion was viewed from the perspective that communications and media sectors could certainly be applied directly to public relations as they are integrated practices.

Findings: The results of the findings and analysis indicated that high street fashion brands who desire to engage and build long-term relationships with Generation Z need to offer more value to these consumers than just a product. Generation Z value socially responsible brands who align
with their values and are agreeable to listen and collaborate. The research also established that Generation Z desires to collaborate with authentic high street fashion brands who implement diversity and inclusivity into their campaigns. As this generation is still young and developing there is much to yet learn from them. Nonetheless, practitioners were aware of this and still recognised a changing consumer environment in which this proposed refined engagement approach would potentially benefit public relations and high street fashion brands alike.

Practicality Implications: The Generation Z consumer is growing in number and are predicted to account for 40% of all consumers by 2020 (Cheung et al. 2017). They demand more transparency and collaboration with brands which is arguably affecting public relations strategies. They also seek brands who are not just selling products but initiating socially responsible actions that benefit society. These expectations are probable to become a necessity for all brands wanting to engage and build long-term relationships with Generation Z. If high street fashion brands aspire to operate successfully in the future, they need to recognise that customised two-way engagement is essential to their strategy, as well as implement more socially responsible and sustainable approaches to production. It is suggested that high street fashion brands practice this recommended procedure of public relations to prove to Generation Z that they are not just selling apparel but are a collaborative and socially responsible brand.

Originality/Vale: While there is a significant amount of academic research on relationship management theory and public relations practice, there has been no prior attempt to associate the framework of relationship management theories to investigate public relations best practice for
Generation Z engagement specific to high street fashion brands.

Key Words: Public Relations, Generation Z, Engagement, Relationship Management, Authenticity, High Street Fashion

Paper Type: Research Paper

The paper presents, in a comparative manner, four generations of individuals active on the labour market, focusing on their own subcultures. Briefly exposing the main characteristics of each generation, namely Baby Boomers, Generation X, Generation Y and Generation Z, the paper emphasizes the values and work ethic of the latter. Individuals belonging to the Generation Z manifest a series of unique values and attitudes towards work, which might hinder their integration in the workplace if not correctly known. Their particular work values pose serious challenges to the management and leadership of any organisation, therefore managing the workforce belonging to Generation Z requires a proper understanding of their characteristics, attitude towards work, professional goals and expectations.

In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z. Generational cohort theory, the Big Five Personality Model, and resistance to innovations theory are integrated in a theoretical framework. The research was conducted by online survey of 1241 Internet users aged 14-72. Different patterns of effects of personality traits between generations were found. For baby boomers and Generation X, a positive association between openness to experience and m-shopping intention was found. Moreover, in these generations, personality traits were more powerful in predicting m-shopping intention, compared to younger generations. Among Generation Y, extraversion was positively correlated with m-shopping intention. Among Generation Z, a negative correlation between agreeableness and m-shopping intention was found. Based on our findings, we propose a generational approach to marketing strategy and suggest specific practical implications.

Generations Y and Z are often compared in the media and academically, since their members are considered digital natives, face similar social issues and have aligned moral concerns. Using Video Apps ("Vine", "Tiktok" and "YouTube") as a research medium, one can investigate the interaction of each generation with their peers and how they express themselves virtually and differentiate it in its minuteness, in this case, how they react, produce and consume entertainment. This paper proposes a qualitative and quantitative comparison of the most relevant compilation videos on the "YouTube" platform, for "Vine" and "Tiktok" video applications, respectively. Initially, a historical contextualization of both apps will be presented, followed by a detailed description of the video fragments, applying to each of them their corresponding humorous definition based on studies by Scott Dikkers.

Purpose
The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms, and willingness to pay on generation Z’s purchase intention for recycled clothing.

Design/methodology/approach
The data were collected from five Indian universities. A total of 497 usable responses were analyzed. Confirmatory factor analysis was used for examining the validity and reliability of the scales. Further, the structural equation modeling was used to assess the relationship among the constructs.

Findings
Findings suggested that willingness to pay, environmental concern, perceived value, and personal norms influence generation Z’s purchase intention for recycled clothing. Willingness to pay, environmental concern, and perceived value were major predictors of purchase intention for recycled clothing.

Practical implications
This study holds much importance to the marketers of recycled clothing as it provides useful insights for formulating the appropriate promotional strategies. The study also contributes to the consumer behavior literature by addressing the existing research gap.

Originality/value
Most of the studies existing in this area have focused on the manufacturing side only except few which explored the consumption side of recycled clothing. Hence, the current study is an attempt to fill this research gap.