Generation Z youth (born between 1997 and the early 2010s) exhibit higher traits of ambition, and are more curious about 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 consultancy Ateliê RH, pioneering distributor of tests in the country
"The problem is that an image has been created that Generation Z young people are not as ambitious as previous generations", and prefer to have a better quality of life, points Roberto Santos, partner-director of Ateliê RH. "In fact", Generation Z has desromanticized 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 of Generation Z compared to other generations is the fact that these young people have a completely different relationship with their professional journey: only 43,5% declared that they love their job – smallest 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 in their careers, according to the research institute
Another point that distinguishes Generation Z is their approach to learning – young people prefer formal learning, to the detriment of a more practical approach, points Santos. Messages, posts, books: reading is valued among Gen Z youth, that read more (59%) than their predecessors Millennials (53%). The habit is already reflected, for example, in the libraries, who gained a new lease on life: their most frequent visitors are between 16 and 24 years old, de acordo com uma pesquisa realizada pelo Ibope/Instituto Pró-Livro no ano passado
"In contrast", Gen Z may get bored more easily than their predecessors. And this difference happens, largely, because these young people are digital natives – for them, the experience of the screen is part of everyday life from an early age – when the iPhone 3G arrived in Brazil, in 2008, the older Generation Z children were 11 years old. The immediacy in obtaining information and in relationships is something normal, unthinkable for previous generations, highlights Santos
Arrogance is a problem of this generation
Common sense and research conducted by magazines and consulting firms point to arrogance as a major "Achilles' heel" of these young people due to their disproportionate expectations regarding their career progress, overestimating your own competence. It is also reported that young people are less open to criticism and feedback – what has shaken your job evolution.
On the other hand, the study of Hogan Assessments, considering the Brazilian population, does not indicate the "Arrogant" scale of the Hogan Inventory of Challenges differentiating the Millennial and Generation X, maybe a little in relation to the Baby Boomers. However, I say as a note that in the global sample for all generations, the index of this scale is significantly lower but follows the same pattern of not being a typical trend of Generation Z
The question remains whether, particularly in Brazil, the tendency to display arrogant attitudes is also linked to disillusionment with the work environment, and a negative perspective regarding the market in general, and a posture of distrust towards the promises of the corporate world
Altruistic and business-minded
Although they are often portrayed as detached or uninterested in their careers, young people from Generation Z show a great concern for the social impact and ethics of business. The Hogan Assessments research indicated that they have significantly higher scores on the Altruism scale, what indicates a strong desire to contribute to the well-being of society and be part of companies that have purpose and positive impact
This is reflected in the way they choose their employers and brands they engage 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, because this generation tends to avoid brands they consider inconsistent or involved in questionable practices
At the same time, young people from Generation Z 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 ascension
The Hogan study was based on tests answered by 23,000 people in Brazil, between the years 2001 and 2022. The analysis was conducted based on the comparison of the three main Hogan assessment instruments: the HPI, that describes normal personality, or the "bright" side of the personality, the HDS, that evaluates the "shadow side", that manifests in behaviors that appear in moments of stress, and the MVPI – that measures the reasons, values and preferences of a person, helping to understand what drives her. The Hogan assessments were created based on a specific methodology for the corporate world
