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Anna Copeland Wheatley and Lillie M. Hibbler-Britt
The alphabet is running out of letters to tag new generations of young people who are entering the workforce. Gen Xers are now executive managers as Gen Ys settles into corporate…
Abstract
The alphabet is running out of letters to tag new generations of young people who are entering the workforce. Gen Xers are now executive managers as Gen Ys settles into corporate careers. But what happens when Gen Z moves into the workplace? It seems oddly appropriate that these true digital natives will close out the alphabet because they are poised to reinvent the very nature of what we think of as work and business. Globalization and automation are both decisive factors in the creation of goods and services, often with less and less human oversight. At the same time, technology is creating a new, decentralized and digitized workforce that work more as free agents than company employees. This article will examine how companies can manage the transition of a workforce that is automated and can work from anywhere.
Michel Syrett and Jean Lamminman
Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk…
Abstract
Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk. Examines each of these: intimacy refers to the reliance of millennials on mobile phones and the internet to initiate as well as maintain friendships; loyalty is to friends rather than to mainstream corporate culture; awareness is of the manipulation that much traditional advertising involves; balance is of “unsocial” hours into a 24 hour culture; and risk reflects the fact that millennials are not free agents but are subject to change such as the dotcom bubble burst. Relates these features to advertising concerns such as brand loyalty, advertising to brand aware and cynical millennials, “cause‐branding” (ie linking brands with worthy causes), and globalism.