Abstract

Generation Z (also known as Gen Z or The Net Generation) is the
demographic cohort after the Millennials. Gen Zers were born between 1995 and 2010
and they represent a third of the world’s population. Most of them have used the
Internet since a very young age and are confortable with technology and social media.
They believe in diversity, equality and authenticity; this generation is rather optimistic
and motivated to always aim higher. For the digital natives, self actualization is of high
priority, as well as a fulfilling job and a good working climate. The people of Generation
Z are considered the future of global economy simply beacuse they are the largest group
of consumers worldwide. The buying process of the generations before was simple: see
and buy, but this generation is different. Before they go shopping, they look for inspiration
online, on social media and ask for reviews. In other words, technology is a very
important part of their buying habits. Another aspect that is merely interesting about
Generation Z is the way they choose their career. But we will find more about that soon.
This paper shows how employers and brands can use Internet and online tools in order
to influence Generation Z’s decisions regarding their career or buying habits.