Problem  Following the expanded competition when it comes to attraction and retention of skilled workers, hence white-collar workers, organizations need to better adapt to the rapid changes in the labor market. Due to the lack of knowledge about the recent Generation Z and their perceptions and values regarding work, the Person-Organization (P-O) fit has been applied in order to gain a deeper knowledge of what attracts and retains individuals of Generation Z, in order for companies to better meet their needs.   Purpose Due to the lack of research done on Generation Z, the purpose of this study is to gain a greater understanding of the values and perceptions of Generation Z and how they operate in the white-collar business sector. Moreover, this creates a greater insight for organizations in order to help them better target the right talent pool and gain a greater understanding of Generation Z that has come to change the labor market.   Method In order to gain a greater knowledge and insight about Generation Z, a qualitative study has been performed to better understand the perception of this Generation. In-depth interviews have been conducted with Generation Z that have or are currently operating in the white-collar business sector in order to meet the purpose of this study. Semi-structured interviews were conducted in order to allow for a fruitful discussion of their values and perceptions and the likely impacts they consider when joining an organization.   Conclusion Generation Z indicated that certain aspects are to consider in the decision-making process of applying or taking a job. Indeed, their own values, beliefs and work-personal life matter to a great extent and is to be matched with the company. This study comes to the result of six determined factors influencing this decision-making process: small enterprises, flexibility trust and freedom, work/private life environmental factors, organizations values/ethics, do what they love, digital natives.

Syfte: Syftet med denna studie är att kartlägga och tolka hur Generation Z anser sig agera och bete sig i köpbeslutsprocessen vid inköp av kläder online. Forskningsfrågor: - Hur ser Generation Zs köpbeslutsprocess ut vid köp av kläder online? - Vilka faktorer påverkar Generation Z vid köp av kläder online? Metod: Studien baseras på en kvalitativ metod och den empiriska datan har som utgångspunkt i tre fokusgruppsdiskussioner och två semistrukturerade intervjuer. Studien har en deduktiv ansats. Teoretisk referensram: Studien baseras utifrån den klassiska modellen av köpbeslutsprocessen, samt kompletteras med faktorer som påverkar vid köp online – inflytande och sociala medier, hemsidans atmosfär, tillit, pris och risk. Slutsatser: Köpbeslutsprocessen för Generation Z liknar den klassiska processen till viss del, även om flertalet nya beteendemönster kan utläsas. Olika vägar kan tas i köpprocessen och beteendet i de olika stegen ser annorlunda ut jämfört med tidigare generationer – alla stegen sker mer eller mindre online.

Abstract Background The advancement of Internet technology and the ability of companies to process large amounts of information has made it possible for marketers to communicate with their customers through customized measures, namely personalized advertising. One of the primary aspects that differentiates personalized advertising from traditional advertising is the collection and use of consumers’ personal information, which have presented marketers with numerous benefits and opportunities. However, this has also raised concerns among consumers regarding their privacy and the handling of their personal information. In this study, the attitudes of Generation Z will be examined regarding data privacy, personalization, and the commercial usage of their personal information, as well as how these attitudes may impact consumer behavior. Purpose                   The purpose of this study is to examine the attitudes of consumers towards personalized advertising and the commercial usage of personal consumer data, with the focus on consumers belonging to Generation Z. Issues regarding data privacy and personalization is explored, as well as how consumer attitudes towards the personalization of advertisements may impact consumer behavior in the digital environment. Method The positivistic approach was applied with the intention to draw conclusions about a population of people, namely Generation Z. A deductive approach was implemented to test an existing theory, the Theory of Planned Behavior (TPB) with the intention to examine whether Generation Z follows the trend found in the literature; namely that younger consumers (Millennials) are more positive towards personalized advertising and the sharing of personal data for commercial purposes than older generations. The empirical data was collected through a survey, which was later analyzed through statistical measures.           Conclusion              The results suggested a predominantly neutral attitude among the survey participants regarding personalized advertising and the sharing of personal data for commercial purposes. Moreover, a positive correlation between consumer attitudes and behavioral intention to interact with personalized advertisements was detected. However, the correlation was found to be rather weak, indicating that consumer attitudes are not necessarily the strongest predictor of behavioral intention among Generation Z consumers in regards to personalized advertising.

Management happens in all organizations. An important part of the management area is motivation. Motivating individuals within the organization leads to more efficient work and higher target compliance. In order to be able to manage, it’s important to know what the individuals are motivated by. Previous research has shown that different generations are motivated by different things. Today's technological society has led to fact that the latest generation, Generation Z, has had a different upbringing which may distinguish them from previous generations. This may affect how they look at work and what motivates them at work. The purpose of this paper is to identify the motivational factors that organizations should take into account in order to best manage Generation Z. In order to achieve the purpose, two studies were conducted. Interviews were conducted with two people belonging to Generation Z, the interviews were the basis for the essay's main survey, the questionnaire. The questionnaire was conducted at Luleå Gymnasium, where all the students belonged to Generation Z. In total, 113 respondents answered the questionnaire, but three of the answers were incomplete, which mean that 110 answers were the basis for the analysis. To analyse the questionnaire, hypothesis testing has been used. The result shows that meaningful tasks, clear goals and feedback are factors that Generation Z are motivated by. The result also shows that organizations operate best through situational management, as motivation factors differ between individuals within the generation. The essay contributes knowledge in how organizations should best manage the latest generation that now enters the market. / Styrning sker i alla organisationer. En viktig del inom styrningsområdet är motivation. Att motivera individerna som är verksamma inom organisationen leder till effektivare arbete och högre målöverrensstämmelse. För att lyckas bäst med styrning är det därför viktigt att veta vad individerna motiveras av. Tidigare forskning har visat att olika generationer motiveras av olika saker. Dagens teknologiska samhälle har lett till att den senaste generationen, Generation Z, har haft en uppväxt som särskiljer sig från tidigare generationer vilket kan påverka hur de ser på arbetslivet och vad som skapar motivation på arbetet. Syftet med den här uppsatsen är att identifiera vilka motivationsfaktorer som organisationer bör ta hänsyn till för att på bästa sätt styra Generation Z. För att uppnå syftet genomfördes två undersökningar. Först genomfördes intervjuer med två personer som tillhör Generation Z, intervjuerna kom att ligga till grund för uppsatsens huvudsakliga undersökning, enkäten. Enkätundersökning genomfördes på Luleå Gymnasieskola där samtliga elever tillhör Generation Z. Totalt besvarade 113 respondenter enkäten men tre av svaren var ofullständiga vilket gjorde att 110 svar låg till grund för analysen. För att analysera enkätsvaren har hypotesprövning använts. Resultatet visar att betydelsefullt arbete, tydliga mål och feedback är de faktorer som Generation Z främst motiveras av. Resultatet visar också att organisationer styr bäst genom situationsanpassad styrning då motivationsfaktorerna skiljer sig åt mellan individerna inom generationen. Uppsatsen bidrar med kunskap om hur organisationer på bästa sätt bör styra den senaste generationen som nu intar arbetsmarknaden.

Following the increased competition for organisations to attract and retain young talent, organisation must better adapt to the needs and desires of the labour force. In order to better understand their target groups, Generational Theory has gained track within the field of Human Resources. Now, Generation Z enters the labour market and companies might face new challenges in attracting and retaining this young group of workers. However, the recent entry of Generation Z makes it a relatively unexplored topic, calling for extensive research regarding their needs and behaviour.   Previous research on Generation Z during the time of this study existed through quantitative reports provided by organisations, thus calling for academic research within this subject. As such, the purpose of this study is to investigate how Gen Z include their values in their decision making when looking to join an organisation and how this will impact attraction and retention strategies of organisations.   In order to meet the purpose, a qualitative study have been performed, allowing for an engagement with Gen Z not possible through a quantitative study. Focus groups were held to investigate the values of Gen Z and how these values impact their decision-making about joining an organisation. Semi-structured interviews were performed on Human Resource managers represented at two companies to investigate current attraction and retention strategies. The research followed an abductive approach, where the empirical findings were analysed and compared to Generational Theory, P-O fit theory, and existing research regarding Gen Z.   The empirical findings show that values and needs of Generation Z are not fully met by organisations today and key strategical improvements are suggested as a result of the findings. Furthermore, the study shows some different results in the findings on Generation Z in comparison to previous quantitative reports, thus providing an extended view on Generation Z as well as highlighting the need for further qualitative research within the field.

Under de senaste 25 åren har det skett en utveckling av internet och i vilken omfattningen internet används (Handelns historia, u.å.). Detta har möjliggjort en ökad kommunikation och större möjligheter till konsumtion för individer, där fysiska butiker varit det dominerande alternativet tidigare. Idag har därmed de fysiska butikerna kommit att få konkurrens av de virtuella butikerna. Den teknologiska utvecklingen har medfört ett skapande av varierande relationer till internet givet olika generationer. Den ena generationen, generation X, har anpassat internet till sin vardag medan den andra generationen, generation Z, är uppvuxen mitt i internets era. Det finns flertalet studier vars fokus är framtagen för att se till ett företagsperspektiv, alltså hur företag kan använda sig av information angående konsumenters beteende och köpvanor till sin fördel. Det har kunnat återfinnas ett relativt outforskat område som inkluderar individens perspektiv. Detta eftersom att det nu finns större möjligheter för en individ att välja när personen vill vara en konsument. Därmed presenteras begreppet konsumentroll som inte är något särskilt bearbetat eller utforskat begrepp. Studien förväntas undersöka om det finns några skillnader mellan generation X och generation Z angående när dessa individer antar en konsumentroll. Med ordet när har vi valt att fokusera var en person befinner sig på, i den fysiska butiken eller i den virtuella världen när personen handlar. Vidare innehåller begreppet när även när individen är en konsument vilket har att göra under vilken tid som konsumenten aktivt, passivt eller ovetandes antar en konsumentroll. Slutligen påverkas begreppet även hur individen är en konsument, vilket kan återkopplas till användning av teknik, social situation, sales promotion och medier. Om det framgår att det finns en skillnad mellan de två generationerna ska även de bakomliggande orsakerna identifieras. Resultatet av denna studie påvisade tydliga skillnader mellan dessa två generationer. Genom skapandet av fyra betydelsefulla teman i analysdelen har flera bakomliggande faktorer kunnat presenteras. Den största skillnaden till när en individ antar en konsumentroll, i generation X jämfört med generation Z, är huruvida behovsskapandet framkommer. Ytterligare viktiga bakomliggande faktorer är om de handlade på fysiska butiker eller på internet, hur bekväma de känner sig i förhållande till tekniken samt vilka faktorer som värderas högt i samband med ett köp av kläder. Avslutningsvis har denna studie resulterat i en större förståelse för hur olika generationer antar en konsumentroll och framförallt när det sker. / Over the past 25 years there has been an evolution of the Internet and to what extent the Internet is used. This has enabled increased communication and a wider range of consumption than before, where physical stores have been the dominant option. Today has the physical stores gained competition from the virtual stores. The technological development has led to the creation of varying relationships to the internet given different generations. One generation, generation X, has adapted the internet to their everyday life while the second generation, generation Z, grew up in the middle of the Internet era. There are several studies whose focus is designed to ensure a company perspective, where the focus is how to make use of information on consumer behavior and buying habits to their advantage. It has been found a research gap which includes the individual's perspective. This because there is now a greater opportunity for an individual to choose when the person wants to be a consumer. Therefore, the concept of consumer role is presented as neither existent or explored. The study is expected to examine whether there are any differences between Generation X and Generation Z as to when these individuals assume an consumer role. With the word when we have chosen to focus on where a person is, in the physical store or in the virtual world, when the person is shopping. Furthermore, the term when contains when the individual is one consumer, which depends on during what time the consumer actively, passively or unaware assumes a consumer role. Finally, the term when it also affected by how the individual is a consumer, which can be reconnected to the use of technology, social situation, sales promotion and media. If there is a difference, the underlying causes will also be identified. The result of this study demonstrated clear differences between these two generations. By creating four important themes in the analysis section, several underlying factors has been presented. The biggest difference of when a individual assumes an consumer role, compared generation X with generation Z, is whether the creation of a need arises. Further, more important underlying factors is if they buying their clothes in a physical store or on the internet, how comfortable they feel in relation to technology, as well as what factors are highly valued in connection with a purchase of clothing. In conclusion, this study has resulted in a greater understanding of how different generations assume a consumer role and especially when it occurs.

The fact that the textile industry is concerned with environmental, social, and economic issues has been acknowledged worldwide, both by companies and their different stakeholders. As a result, more and more fashion brands have shown different types of sustainability initiatives, for example by offering sustainable fashion products. Communicating these kinds of initiatives is associated with many risks and challenges for the companies. It is essential for the brands to know how to communicate sustainable fashion to a specific target group. A new customer group that is going to dominate the market soon is Generation Z (people born in mid-90 to 2010). Generation Z differ from previous generation, especially regarding their values and how they communicate. Despite the fact that this is a new important target group for fashion brands, little academic research can be found on how fashion brands should communicate sustainable fashion towards these consumers. Therefore, the purpose of this qualitative research is to identify possibilities and challenges of marketing sustainable fashion towards generation Z.10 participants from generation Z were interviewed in order to answer the following research questions: What attitude does generation Z has toward sustainable fashion and sustainable clothing consumption?; and what marketing activities does generation Z prefer regarding sustainable fashion? The findings showed revealed that generation Z do have knowledge about sustainable fashion in general, still they are eager to know more. They are positive toward fashion brands that engage in sustainability matters, however, some skepticism could be found. This implies the importance of brands staying truthful and consequent in their sustainability marketing. Social media, in particular Instagram and YouTube, seem to be appropriate platforms to reach them at, especially though the use of videos. The messages on social media should be informative and preferably somehow radical or shocking, yet still short and easy to understand. Also, as stated in previous research, influencers are a good tool to use when communicating sustainable fashion. Other important marketing strategies are to use interactive marketing to involve them, and also to focus on having an attractive store communication. What is significant when communicating sustainable fashion towards generation Z is to make it easy and convenient while being logical and transparent in the marketing activities.

Författare: Elina Olsson & Tilda Zerat Handledare: Hans Wessblad Examinator: Mikael Lundgren Kurs: Företagsekonomi III – organisation, examensarbete (kandidat), 15 hp, 2FE78E   Titel:                                                         Gör er redo för generation Z! – Olika aspekter inom motivation för den nya arbetskraften Problemformulering: Vad motiverar generation Z i arbetslivet? Syfte: Uppsatsens syfte är att kartlägga vad som motiverar generation Z i arbetslivet. Metod: Deduktiv ansats med en kvalitativ och fenomenografisk analys. Datainsamlingen skedde med två olika metoder i form av strukturerade intervjuer och fokusgrupper. Slutsats: Studien påvisar att organisationers uppfattning om generation Z och generation Z egna krav på en arbetsplats till viss del stämmer överens. Trots olika detaljskillnader uppfattas det att generation Z övergripande motiveras av en företagskultur som präglas av stöttande, coachande ledarskap, utvecklingsmöjligheter och frihet under ansvar. Nyckelord: Generation Z, motivation, ledarskap, motivationsfaktorer, organisationsutveckling, motiverande arbete, företagskultur, generationsskillnader, yngre generationer.

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Approximately 50% of girls and young women are not satisfied with their bodies. A huge reason for this is the thin body ideal dominating today’s social media. Lingerie and swimwear companies like Victoria’s Secret, Hunkemöller and Triangl uses the thin body ideal in their social media marketing but do not get any consequences for it. Today’s generation Z have been affected a lot from this kind of marketing. The purpose of the study was to understand how it is possible that young women from generation Z are willing to buy products from the lingerie and swimwear industry, when most of the time these companies’ social media marketing have an unrealistic image of the perfect body. In order to fulfill the purpose, a qualitative strategy was conducted through the use of three different focus groups. In these interviews, fifteen young women discussed the Instagram pictures of Victoria’s Secret, Hunkemöller and Triangl. The conclusions of the study show how companies are using the thin body image in their marketing to influence young women from generation Z into wanting to buy their products. When companies use the stereotyped woman in their marketing, consumers would either want to resemble the models that are perceived as the female stereotype or be socially accepted by being thin. However, consumers could also want to be perceived in a certain way, that is the way of the stereotyped woman on social media. Therefore, the product is attractive for the consumers even though this situation can be understood as unethical.