Generation Y in the Brazilian context

Abstract

The topic of generations has gained prominence in the media and public debates in recent years. However, the characterization of each generational cohort remains controversial. Among these groups, Generation Z stands out, comprising individuals born between the early 1980s and mid-1990s, in 2022 they already represented approximately 40% of the economically active population in Brazil. Nowadays, it is common to refer to this group of individuals using characteristics attributed to their North American generations, which can lead to misperceptions. Therefore, this study aims to characterize the Brazilian Gen Z through a bibliographic review of studies with different approaches to this generational cohort, what allowed the identification of both common and divergent points. The results suggest that the prevailing characterization of this generation depicts them as individuals who were pampered and became hedonistic. They are said to have grown up and been shaped by the peculiar circumstances of a globalized world undergoing rapid transformation based on communication technologies, such as the internet. In the Brazilian case, studies highlight that this generation, among other aspects, is composed of individuals who are highly adept at using the internet but dependent on it to build their identity and socialize. This results in a constant need to be connected and a propensity for excessive exposure, which can lead to addiction to social media, superficial relationships, anxiety, and dissatisfaction. Similar to previous generations, Brazilian Gen Z also seek financial stability and professional security. However, they believe that work is only a means to achieve their goals, not an end in itself. Therefore, they try to balance it with personal life aspects, also seeking a source of satisfaction and learning from it. Additionally, they tend to be less loyal to companies. They demonstrate skills for teamwork but have difficulties dealing with authority and hierarchy. Furthermore, they prefer organizations that are ethical and willing to invest in their development. Finally, in general terms, they are also individualistic, pragmatic, creative, and innovative, with a broader worldview and valuing aspects of collective consumption.