Generation Z individuals (born between 1997 and the early 2010s) exhibit higher levels of ambition and are more curious than Millennials (born between 1981 and 1996). This is one of the conclusions of research conducted by Hogan Assessments in partnership with Brazilian consultancy Ateliê RH, the pioneering distributor of these tests in the country.
“The problem is that an image has been created that Generation Z youth are not as ambitious as previous generations and prefer a better quality of life,” points out Roberto Santos, partner-director of Ateliê RH. “In reality, Generation Z has de-romanticized their relationship with work. They are more interested in making money,” says the expert.
A 2024 survey by YouGov on generational differences in Latin America reveals that, in fact, Generation Z’s biggest distinction from other generations is that these young people have a completely different relationship with their career paths: only 43.5% claimed to love their jobs—the lowest percentage among all generations compared in the study (Millennials, Gen X, and Baby Boomers). Additionally, 47.4% of Latin American youth are much more focused on making money than advancing in their careers, according to the research institute.
“Another point that differentiates Generation Z is their approach to learning—they prefer formal learning over more practical methods,” notes Santos. Messages, posts, books: reading is valued among Gen Z youth, who read more (59%) than their Millennial predecessors (53%). This habit is already reflected in, for example, libraries, which have seen a resurgence: their most frequent visitors are between 16 and 24 years old, according to a survey conducted by Ibope/Instituto Pró-Livro last year.
“On the other hand, Gen Z may get bored more easily than their predecessors. This difference occurs largely because these young people are digital natives—for them, screen experience has been part of daily life since childhood—when the iPhone 3G arrived in Brazil in 2008, the oldest Gen Z children were 11. The immediacy of obtaining information and relationships is normal for them, something unthinkable for previous generations,” highlights Santos.
Is arrogance a problem for this generation?
Common sense and research by magazines and consultancies point to arrogance as a major ‘Achilles’ heel’ for these young people, as they have disproportionate expectations about their career progress, overestimating their own competence. It is also reported that they are less open to criticism and feedback—which has hindered their job growth.
On the other hand, the Hogan Assessments study, considering the Brazilian population, does not indicate the ‘Arrogant’ scale of the Hogan Development Survey distinguishing Millennials and Gen X, perhaps only slightly for Baby Boomers. However, it is noteworthy that in the global sample across all generations, this scale’s index is significantly lower but follows the same pattern—it is not a typical trend for Generation Z.
The question remains whether, particularly in Brazil, the tendency to display arrogant attitudes is also linked to disillusionment with the work environment, a negative perspective on the job market in general, and a posture of distrust toward corporate world promises.
Altruistic and business-savvy
Although often portrayed as detached or disinterested in their careers, Generation Z youth show great concern for social impact and business ethics. The Hogan Assessments research found that they score significantly higher on the Altruism scale, indicating a strong desire to contribute to societal well-being and be part of companies with purpose and positive impact.
This is reflected in how they choose their employers and brands. Companies that demonstrate genuine commitment to diversity, sustainability, and social responsibility are more likely to attract and retain Gen Z talent. This trait may present a challenge for organizations lacking clear alignment with these values, as this generation tends to avoid brands they perceive as inconsistent or engaged in questionable practices.
At the same time, Generation Z youth show significant interest in financial and business strategy matters. The research revealed that, compared to Millennials, they have lower motivation for scientific and academic values and higher motivation for financial gain and commerce. This reinforces the idea that, for this generation, professional success is directly tied to compensation and financial stability, not necessarily prestige or hierarchical advancement.
The Hogan study was based on tests completed by 23,000 people in Brazil between 2001 and 2022. The analysis compared Hogan’s three main assessment tools: the HPI, which describes ‘normal’ personality or the ‘bright side’ of personality; the HDS, which evaluates the ‘dark side’—behaviors that emerge under stress; and the MVPI, which measures motives, values, and preferences, helping to understand what drives a person. Hogan assessments were developed using a specific methodology for the corporate world.
