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 pioneer distributor of these tests in the country.
“The issue 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 at Ateliê RH. “In reality, Generation Z has de-romanticized the relationship with work. They are more interested in making money,” the expert states.
A 2024 YouGov study on generational differences in Latin America reveals that the biggest distinction of Generation Z is their entirely different relationship with their professional trajectory: only 43.5% reported loving their job—the lowest percentage among all generations compared in the study (Millennials, Gen X, and Baby Boomers). Additionally, 47.4% of young Latinos are far more focused on earning money than advancing their careers, according to the research institute.
“Another differentiating factor for Generation Z is their approach to learning—they prefer formal learning over more practical approaches,” 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 revival: their most frequent visitors are aged 16 to 24, according to a survey conducted by Ibope/Instituto Pró-Livro last year.
“On the other hand, Gen Z can get bored more easily than their predecessors. This difference stems largely from their status as digital natives—for them, screen-based experiences have 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 information and interactions is something normal, unthinkable for previous generations,” highlights Santos.
Is arrogance a problem for this generation?
Common wisdom and studies by magazines and consultancies point to arrogance as a major ‘Achilles’ heel’ for these youth, due to having disproportionate expectations about their career progress, overestimating their own competence. It is also reported that young people are less open to criticism and feedback—which has hindered their job performance.
However, Hogan Assessments’ study, focusing on the Brazilian population, does not highlight the ‘Arrogant’ scale of the Hogan Development Survey as differentiating Millennials and Gen X—perhaps slightly more for Baby Boomers. Notably, in the global sample across all generations, this scale’s score is significantly lower but follows the same pattern, showing it’s not a typical Gen Z trait.
The lingering question is whether—particularly in Brazil—the tendency to display arrogant attitudes is also linked to disillusionment with the work environment, a generally negative outlook on the job market, and a distrust of corporate promises.
Altruistic and business-savvy
Though often portrayed as detached or disinterested in their careers, Generation Z youth demonstrate strong concern for social impact and business ethics. Hogan Assessments’ research found they score significantly higher on the Altruism scale, indicating a strong desire to contribute to societal well-being and join purpose-driven, impactful companies.
This is reflected in how they choose employers and brands. Companies demonstrating genuine commitment to diversity, sustainability, and social responsibility are more likely to attract and retain Gen Z talent. This trait poses a challenge for organizations lacking alignment with these values, as this generation tends to avoid brands they see as inconsistent or engaged in questionable practices.
At the same time, Gen Z shows significant interest in financial matters and business strategies. The study revealed that, compared to Millennials, they are less motivated by scientific and academic values and more motivated by financial and commercial gains. This reinforces the idea that, for them, professional success is tied to income and financial stability—not necessarily prestige or hierarchical advancement.
Hogan’s study was based on tests completed by 23,000 people in Brazil between 2001 and 2022. The analysis compared three main Hogan assessment tools: the HPI (describing ‘normal’ or the ‘bright side’ of personality), the HDS (evaluating the ‘dark side,’ which manifests under stress), and the MVPI (measuring motives, values, and preferences to understand what drives individuals). Hogan assessments were developed using a methodology specifically designed for the corporate world.
