Generation Z is more ambitious than Millennials, research shows

Young people of Generation Z (born between 1997 and the early 2010s) have 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 Atelier RH, pioneer distributor of 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 more quality of life”, says Roberto Santos, managing partner of Atelier RH. “In fact, Generation Z has de-romanticized the relationship with work. They are more interested in earning money”, says the expert.

A survey conducted by YouGov in 2024 on generational differences in Latin America points out that, in reality, the biggest difference between Generation Z and other generations is the fact that these young people have a totally different relationship with their professional trajectory: only 43.5% declared that they love their work (Millenials, X and Baby Boomers). In addition, 47.4% of young Latinos are much more focused on making money than on progressing in their careers, according to the research institute.

Another point that differs from Generation Z is the approach to learning (59%), young people prefer formal learning, rather than a more practical approach”, Santos points out. Messages, posts, books: reading is valued among young Gen Z, who read more (59%) than their predecessors Millennials (53%). The habit is already reflected, for example, in libraries, which have gained a survival: their most assiduous regulars are between 16 and 24 years old, according to a survey conducted by Ibope/Instituto Pro-Livro.

“In contrast, Gen Z can get bored more easily than their predecessors. And this difference happens, in large part, because these young people are digital natives 'for them, the screen experience is part of everyday life since early 3G WHEN the iPhone 3G arrived in Brazil in 2008, the older Generation Z children were 11 years old. The instantaneity in obtaining information and relationships is something normal, unthinkable for previous generations”, Santos highlights.

Is arrogance a problem for this generation?

Common sense and research conducted by magazines and consultancies point to arrogance as a great Achilles heel” of these young people for having a disproportionate expectation in relation to their career progress, overestimating their own competence. It is also reported that young people have less openness to criticism and feedbacks (which has shaken their evolution in jobs. 

On the other hand, the study by Hogan Assessments, considering the Brazilian population, does not point to the “Arrogant” scale of the Hogan Challenge Inventory differentiating Millennials and X generations, perhaps a little in relation to Baby Boomers. However, I say of note is that in the global 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 whether particularly in Brazil the tendency to show arrogant attitudes is also linked to disillusionment with the work environment, and a negative perspective on the market in general, and a posture of distrust in relation to the promises of the corporate world.

Altruistic and connected in business

Despite being often portrayed as detached or disinterested in their careers, Generation Z youth demonstrate a great concern for social impact and business ethics.Hogan Assessments research has pointed out that they score significantly higher on the Altruism scale, which 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 with which they relate. Companies that demonstrate genuine commitment to diversity, sustainability and social responsibility are more likely to attract and retain Gen 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 that they consider inconsistent or involved in questionable practices.

At the same time, Generation Z youth have 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 greater motivation for financial gains and trade. 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 used as a basis the tests answered by 23 thousand people in Brazil, between the years 2001 and 2022. The analysis was conducted from the comparison of the three main Hogan assessment instruments: the HPI, which describes the normal personality, or the “brilliant side of personality, the HDS, which evaluates the “ shadow” in behaviors that appear in times of stress, and the MVPI (measures a person's motives, values and preferences, helping to understand what drives it. Hogan assessments were created from a corporate world to a specific methodology.