Generation Z and the attitude towards work

Generation Z shows a positive picture according to a study by DocLX and Marketagent. The focus for this generation is on working, performing and earning money.

For the tenth time, the “Jugend Trend Monitor” focused on topics that are relevant to Austrians aged 14 to 29. The survey asked 2,300 young people about their attitudes to work, artificial intelligence and status symbols. Some informative conclusions were drawn from the numerous responses. 

In particular, the attitude toward work has a different value for young people than expected: Home office and a reduction in working hours have decreased in importance. DocLX Holding owner Alexander Knechtsberger summarizes: “The crises of recent years seem to have made the world view of younger people more conservative again. The four-day week and life as digital nomads or home office are no longer the goal. They want to work, perform and earn money – and for that they are also willing to work 35 hours a week. Work-life balance is more a politically motivated union dream than the reality of young people.”

Marketagent Managing Director Thomas Schwabl also provides an overview of attitudes toward AI: “Artificial intelligence is not a cause for concern among young people. Opportunity and risks are assessed in a very balanced way. Many have already gained initial experience in dealing with artificial intelligence, but AI is not yet classified as a major game changer. However, it is judged most negatively in connection with effects on the job market.” 

Young people are indifferent to status symbols (44 %) or reject them (32 %). However, approval is slightly higher among men than among women. But only six percent think the symbols show that one is actually successful. Half of those surveyed believe that status symbols will become more important over the next ten years.

55% prefer to collect fond memories rather than possessions, and more than half of them think the value and nature of status symbols are currently in flux. In addition, 42% recognize the link between possessions and carbon footprint. As a result, more than a third no longer consider big houses and cars as desirable as they used to. 

“The value system of young people is changing. Unique experiences, a healthy and sustainable lifestyle have more meaning than an expensive watch. Sustainability is seen as desirable and is also shaping consumer behavior,” Knetchsberger explains.

Being financially free is the most important status symbol for more than half of young Austrians. The most important topics are leisure (45%), travel (40%) and money (31%).

The preferred social media platform is Instagram, which is used for an average of 40 minutes per day. Humor, food and travel are particularly popular content. Two-thirds find it important for companies and brands to be present on Instagram, with women finding this more important than men.

Accordingly, the study authors advise companies to establish an appealing presence on Instagram in order to reach Generation Z and communicate with them.