Young people from Generation Z (born between 1997 and the early 2010s) exhibit higher levels of ambition and are more curious compared to the Millennial generation (born between 1981 and 1996). This is one of the conclusions of the research conducted by Hogan Assessments, in partnership with the Brazilian consulting firm Ateliê RH, a pioneering distributor of the tests in the country.
"The problem is that an image has been created that the young people of Generation Z are not as ambitious as previous generations, and that they prefer to have a better quality of life," says Roberto Santos, partner-director of Ateliê RH. "Actually, Generation Z has de-romanticized the relationship with work. They are more interested in making money," says the expert.
A survey conducted by YouGov in 2024 on generational differences in Latin America indicates that, in reality, the biggest difference between Generation Z and other generations is that these young people have a completely different relationship with their professional trajectory: only 43.5% declared to love their work – the lowest number among all generations compared in the study (Millennials, X, and Baby Boomers). Furthermore, 47.4% of young Latinos are much more focused on making money than on advancing their careers, according to the research institute.
"Another point that differentiates Generation Z is the approach to learning – young people prefer formal learning over a more practical approach," Santos points out. Messages, posts, books: reading is valued among Gen Z youth, who read more (59%) than their Millennial predecessors (53%). The habit is already reflected, for example, in libraries, which have gained a new lease on life: 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 can get bored more easily than their predecessors. And this difference occurs, in large part, because these young people are digital natives – for them, the screen experience has been part of their daily lives since an early age – when the iPhone 3G arrived in Brazil, in 2008, the oldest children of Generation Z were 11 years old. The instantaneousness of obtaining information and relationships is something normal, unthinkable for previous generations”, highlights Santos.
Is arrogance a problem for this generation?
Common sense and research conducted by magazines and consulting firms point to arrogance as a major "Achilles' heel" of these young people, as they have disproportionate expectations regarding their career progress, overestimating their own competence. It is also reported that young people are less open to criticism and feedback – which has been affecting their progress in jobs.
On the other hand, the Hogan Assessments study, considering the Brazilian population, does not identify the "Arrogant" scale of the Hogan Challenge Inventory differentiating Millennials and Generation X, perhaps somewhat in relation to Baby Boomers. However, I note that in the overall sample for all generations, the index of this scale is significantly lower but follows the same pattern that it is not a typical trend of Generation Z.
The question remains as to whether, particularly in Brazil, the tendency to display arrogant attitudes is also linked to disillusionment with the work environment, and a negative outlook towards the market in general, and a distrustful attitude towards the promises of the corporate world.
Altruistic and business-minded
Although they are often portrayed as detached or uninterested in their careers, Generation Z youth show great concern for social impact and business ethics. Hogan Assessments' research indicated that they have significantly higher scores on the Altruism scale, which suggests a strong desire to contribute to societal well-being and to be part of companies with purpose and positive impact.
This is reflected in the way they choose their employers and brands they associate with. Companies that demonstrate a genuine commitment to diversity, sustainability, and social responsibility are more likely to attract and retain Generation Z talent. This characteristic can pose a challenge for organizations that do not have a clear alignment with these values, as this generation tends to avoid brands they consider inconsistent or involved in questionable practices.
At the same time, Generation Z youth show a significant interest in financial issues and business strategies. The research revealed that, compared to Millennials, they have a lower motivation for scientific and academic values and a higher motivation for financial gains and commerce. This data reinforces the idea that, for this generation, professional success is directly linked to remuneration and financial stability, and not necessarily to prestige or hierarchical advancement.
Hogan's study was based on tests answered by 23,000 people in Brazil between 2001 and 2022. The analysis was conducted based on the comparison of the three main Hogan assessment tools: the HPI, which describes normal personality or the "bright" side of personality; the HDS, which assesses the "shadow" side, manifesting in behaviors that appear during stressful moments; and the MVPI, which measures a person's motives, values, and preferences, helping to understand what drives them. The Hogan assessments were created based on a specific methodology for the corporate world.
