The Generation Z research | an independent study
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Sponsored by

Science

Using cutting edge techniques of neurometrics, biometrics, and psychometrics to understand Gen Z's behavior.

Pattern mapping

Recording observations through the digital annotation to document activities, behaviours, characteristics of Gen Z.

Digital inovation

Application of new technologies to existing educational and consumer behavior problems or practices

Methodologies

Value creation methodologies for solving great societal challenges by harnessing digital innovation.

Gen Z

Independent Study

A new dynamic is coming to your workplace! Generation Z (born between 1995 and 2010) is graduating and ready to bring new strengths and skill sets to your company. As the first wave of this generation graduates, we want to help you put the framework in place to leverage and cultivate their completely unique assets that will shape the workplace of the future.

The study is divided into two phases. The first phase examines the impact of Generation Z in the workplace. The second phase, which will be unveiled in October 2017, will focus in on the changing needs of Generation Z students in hospitality education.

4500

gen Z students

30

lecturers

50

Industry employees

Methodology

In this report, we describe who Gen Z are, identify their distinct behaviors and offer strategies for the hospitality industry to attract and cultivate them. The research was conducted in the first quarter of 2017. More than 4500 students from all around the world in private and public schools across Switzerland were invited to contribute to in-depth online surveys (+3500) and interviews, focus groups and experiments (+100) for the report. We also talked to more than 30 lecturers and 50 hospitality industry employees, who have already experience in working with the first slice of Gen Z

BEHAVIOURAL STUDIES
Systematic analysis and investigation of human behaviour through the study of the past, controlled and naturalistic observation of the present, and disciplined scientific experimentation.
COGNITIVE OBSERVATIONS
Cognitive skill development involves learning skills, such as attention, memory and thinking. Genetic makeup is responsible for some cognitive ability, but most cognitive skills are learned and therefore can be improved with proper training.
NEUROMETRICS
Neurometrics is the science of measuring the underlying organization of the brain's electrical activity. Certain brainwave frequencies are associated with general psychological processes. EEGs are used to measure the brain waves.
GLOBAL SAMPLING
Sampling is the backbone of quality research. Without the right respondents, results can be misleading. We have respondent screening and data processing methods that assure the highest levels of data accuracy, data validity, and overall respondent quality.
SPECIALIZED PANELS
Consumer panels are commonly used for longitudinal and cross-sectional studies of consumer behavior.
MEDIA HABITS AND ONLINE BEHAVIOR
Media consumption is the sum of information and entertainment media taken in by an individual or group. It includes activities such as interacting with new media, reading books and magazines, watching television and film, and listening to radio as well as online behaviour.
ONLINE DATA COLLECTION
Online surveys are a standard tool for empirical research in social sciences, marketing, and official statistics. Accurate data collection is essential to maintaining the integrity of our research, making informed strategic decisions and ensuring quality assurance.
INNOVATIVE METHODOLOGIES DEVELOPEMENT
To understand Gen Z, it is critical to understand how their brains control all of their behaviours, whether conscious or subconscious. That will enable us to develop a new revolutionary methodologies of how to manage and train them the way that takes into consideration who they are and how their brains operate.

Research Process

By 2019, Generation Z, those born after 1995, will represent more than 20% of the workforce. It is high time for us to understand who they are, and how they think. Only this way will we be able to lead them, work with them and develop them as they enter their first jobs.

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Project initiation

Started in December 2016

Over the past several years, research has been focusing on the Millennial mindset. But, given the dramatic twist in the future generation’s behaviour, it is time to focus on Gen Z. We are initiating the exciting journey into Gen Z's minds.

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Research & Data Collection

January - March 2017

Exciting 3 months of face to face interviews, more than 120 hours of recordings and data collected form online questionnaires from several thousands of students.

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Phase 1 findings publication

Presented at IRF Montreux, March 2017

Findings of phase 1 were presented at the International Recruitment Forum (IRF) on March 2017 in Montreux, and re-published by more than 40 press and TV media worldwide.

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Phase 2 initiation

Started at May 2017

As we learn from phase 1: the mindset Gen Z carries is very promising. Nevertheless, Gen Z is facing a challenge without precedent. Digital transformation is the most aggressive action towards our brain in the history of humankind. We are moving from real life into an entirely new virtual environment, almost comparable to the transition from water to land. Phase 2 of this study focuses on development of new learning and interaction approaches that resonate with the way Gen Z's brain works.

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Phase 2 findings publication

Presented at IRF Montreux, 23rd October 2017

The findings of the Phase 2 presenting new methodologies and their testing results will be presented during the IRF on 23rd October 2017 in Montreux .

genz2

Featured Media Coverage

  • Korea Herald

    Why hospitality students head to Switzerland

  • Cominmag

    Etude : Former et manager les jeunes de la Génération Z

  • Actualités MSN

    La Génération Z se soucie de la réussite professionnelle

  • H&G Zeitung

    So funktioniert die Generation Z

  • 24 Heures

    La réussite professionnelle est essentielle pour la Génération Z

  • Blog Emploi

    La Génération Z rêve de défis professionnels

  • Radio Couleur 3

    L'invitée : Alexandra Broennimann, chercheuse, auteure d'une enquête sur la Génération Z

  • World Radio WRS

    Alexandra Broennimann on WRS radio

  • RTS

    La Génération Z vient bousculer le monde du travail

  • AGEFI - Une

    Moins causante mais plus entreprenante

  • Bluewin

    Le travail est important pour les jeunes Z

  • Gastrojournal

    Den Jungen im Beruf Herausforderungen bieten

Blog

  • Gen Z are just about to enter the workforce. As a consequence, when one questions the hospitality industry about their concerns and issues with Generation Z,

  • Gen Z spends dramatically more time socialising online than offline. Less than half of them claim that their emotional life is happening in real life. The ot

  • Gen Z claim to be masters of parallel processing and multi-tasking. It’s not true! Numerous studies performed in laboratory settings proved that people exhib

Definition of Generation

Generations are not designed only by a fixed range of years. Generations are formed as a result of the evolution of certain patterns of shifts in demographics, societal factors, and parenting styles—leading to the distinct mindsets that notably divide one generation from another.

  • Boomers

    • 1946 – 1964
    • Flower Revolution
    • Make LOVE not WAR
    • Economic growth of post-WW2
    • Skyrocketing birth rates

  • Generation X

    • 1965 – 1980
    • MTW Generation
    • Global oil crises
    • Emancipation on every dimension
    • Entrepreneurship

  • Millennials

    • 1981 – 1994
    • Facebook
    • Challenge convention
    • Break the rules
    • Make the world better place

  • Generation Z

    • 1995 – 2010
    • Instagram, Snapchat
    • Digital Natives
    • Rise of terrorism
    • Economic recession

Generation Z have some common characteristics with Millennials, such as savvy with technology and cosiness with the global world, but they are not the same. They show some strong behavioural differences because of growing up during periods of economic recession, the rise of terrorism and a different parenting style. “Gen Z is connected, however alone, confident, yet worried, pampered, but stressed”. Their minds have been formed under the pressure from the exponential proliferation of information and social media.”

About the Author

Research Lead

Alexandra Broennimann

Consumer behavior specialist. Researcher and University Lecturer.

She consults on a variety of consumer behavior and user psychology related areas. These include investigating drivers of consumer behavior, behavioral change initiatives, and help organizations establish their own consumer insight departments and capabilities. Alexandra works with companies to increase their understanding of the behavioral aspects of their consumers, in a way that can be practically applied to their business strategies and needs. She has worked across a variety of industries, advising and training organizations, ranging from blue chips companies, small and mid-size companies, NGOs, professional associations, to educational groups. Alexandra has been referenced and interviewed in numerous global and industry publications such as RTS, Le Monde Economique or What Women Want. She obtained her Master’s degree in Luxury Brand Management from The Metropolitan University in London, is finalizing her PhD in Consumer Behaviour at the EU Business School in Geneva, and is a guest lecturer at numerous universities and business schools.

“I thrive to understand consumer behaviour in different contexts: online interactions, educational strategies and learning methodologies, creativity and innovation both on an academic and business level. Focusing particularly on the impact of user experience from a neuroscience perspective”.
“I use decision science, digital innovation and lean methodologies to solve pressing problems faced by businesses operating in highly competitive and complex environments. My passion is helping organizations gaining deeper insights on their customers and maximising their brand equity!”
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Follow us on Twitter for all updates

Generation Z
@TheGeneration_ZJun 14
TV IS GONE. LONG LIVE YOUTUBE! 8 out of 10 watch YouTube instead of television. See more: https://t.co/TvCzsRG4sy
Generation Z
@TheGeneration_ZJun 14
Gen Z has characteristics that are extremely valuable to employers, such as their willingness to work hard, work nights and weekends (68%).
Generation Z
@TheGeneration_ZJun 14
8 out of 10 Gen Z's prefer a perfect job over a perfect relationship. See more: https://t.co/CkOQBZFK8o

The research update

Alexandra Broennimann presents the research results of Generation Z study on RTS evening news. Mandated by the SEG Swiss Education Group, Alexandra Broennimann led a research on Generation Z, with the participation of more than 3500 students and personally interviewing more than a hundred. Generation Z is pragmatic, putting a steady job as a priority in their life. They are revolutionary, supporting progressive ideas, while accepting most rules as necessary for their comfort and protection.