Generation Z in Malaysia: The Four ‘E’ Generation

Abstract

Generation Z in Malaysia is currently the largest age group representing 29% of the overall population, with a monthly disposable income of US$327 million. The Malaysian Generation Z is an electronically engaged generation and is heavily dependent on their smartphones and social media, spending an average of 8 hours a day on the Internet. They are also well educated, empowered, and entrepreneurial. As consumers, Malaysian Generation Z is influential and independent in their decision-making process. At the workplace, members of Generation Z in Malaysia are curious, caring, competent, and confident. These unique characteristics and behaviours provide specific challenges to deal with them as consumers, workers, and entrepreneurs.

Citation

Tjiptono, F., Khan, G., Yeong, E.S. and Kunchamboo, V. (2020), "Generation Z in Malaysia: The Four ‘E’ Generation", Gentina, E. and Parry, E. (Ed.) The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People), Emerald Publishing Limited, Leeds, pp. 149-163. https://doi.org/10.1108/978-1-80043-220-820201015