University of Arkansas, Fayetteville

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Agricultural Education, Communications and Agricultural Education, Communications &

5-2024

Decoding Generation Z: A Perceptions Content Analysis

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Larson, O. (2024). Decoding Generation Z: A Perceptions Content Analysis. Agricultural Education,
Communications and Technology Undergraduate Honors Theses Retrieved from
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 Olivia Larson

University of Arkansas

Decoding Generation Z: A Perceptions Content Analysis

1
 Table of Contents

Abstract….……….………………………………………………………………………………..3

Introduction………………………………………………………………………………………..4

Literature Review………………………………………………………………………………….6

Methodology……………………………………………………………………………………..12

Results …………………………………………………………………………………………...17

Conclusions ……………………………………………………………………………………...32

Recommendations………………………………………………………………………………..34

References………………………………………………………………………………………..37

Appendix…………………………………………………………………………………………39

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 Abstract

This thesis explores the multifaceted nature of Generation Z through a content analysis, aiming

to identify the range of characteristics and preferences within this cohort. By delving beyond

prevalent stereotypes, this study addresses the gap in understanding regarding Generation Z's

learning styles, communication preferences, work ethics, and personal values. Through

examination, this research provides insights crucial for marketers and educators seeking to

engage and educate Generation Z effectively.

3
 Introduction

Background and Need

Generations are defined as an identifiable group that share birth years, age location, and

significant life events at critical developmental stages (Kupperschmidt, 2000). Characteristically,

there are six differentiated generations to date. The Greatest Generation or the Veteran

Generation (1925-1946), Baby Boomers (1946-1960), Generation X (1960-1980), Generation Y

(1980-1995), Generation Z (1995-2010), and the Alpha Generation (2010 - present) (Zemke,

2000). Each generation has specific characteristics commonly grouped together, but what

happens if you do not fit in with the characteristics, or stereotypes, of your generation? For

example, younger generations such as Generation Y and Z are often deemed multitaskers,

masters of new technology, and individuals who easily accept cultural differences (Krishnan et

al., 2012). If a member of Generation Z does not fit in with these characteristics, where do they

fit, and do they need to fit somewhere? It is important for more research to be conducted on

Generation Z, so marketers and educators have a clearer picture of the psychographics of this

generation. Without a clear picture, efforts to formulate messages and choose effective media

channels to persuade and educate this generation are unlikely to succeed.

Researchers have sought to identify general characteristics of Generation Z. Generation Z

members are most commonly characterized as the net generation, Facebook generation, digital

natives, or I generation because of the fact this generation was born into a highly developed

digital era (Tari, 2011). They are characterized as brave, technologically savvy, impatient, lovers

of change, and impulsive. Being born into a world of technology has allowed them to form

relationships online unlike any other generation before them. Generation Z has been deemed

leaders in our world yet is also viewed as lazy and quick to anger (Sidorcuka, 2017).

4
Problem Statement

Research on Generation Z is limited and research has failed to produce an overarching

list of member characteristics. Educators need to be aware of Generation Z characteristics such

as learning preferences and styles, communication preferences, preferred learning environments,

technology preferences, motivations, and professional conduct. Determining these Generation Z

characteristics will equip educators with the tools to adjust curriculum to enable students to

successfully enter the workforce. While there is research comparing generational differences

between three generations currently in the workforce, Generation X, Generation Y, and the Baby

Boomers, Generation Z is not yet included.

Purpose Statement

The purpose of this study was to conduct a content analysis to identify characteristics of

Generation Z. Determining the range of characteristics of Generation Z will help guide future

classroom instruction and curriculum development, specifically in the agricultural field for

Generation Z students.

Research Questions

The following research questions guided this study:

1. What does Generation Z prioritize in their personal life?

2. What are the technological and communication preferences of Generation Z?

3. How does Generation Z view work ethic and job preferences?

5
Literature Review

Currently, six generations are identified: the Greatest Generation or the Veteran

Generation (1925-1946), the Baby Boomers (1946-1960), Generation X (1960-1980), Generation

Y (1980-1995), Generation Z (1995-2010), and the Alpha Generation (2010-Present). These six

generations are often compared and contrasted in social science research, especially in research

that seeks ways to best educate and communicate with members of these generations. Each

generation is known for specific characteristics, whether it is Generation Z’s tech-savviness and

occasional laziness or Generation X’s fierce independence and pragmatism. This literature

review helps to explain common characteristics of Generation Z based on current research.

Influences on Generation Z

Each generation has its unique characteristics influenced by contemporary global events.

For example, most of Generation Z was born around the time of 9/11. Reisenwitz (2022)

compared the standout characteristics of Generation Y and Generation Z by implementing an

identical survey for both generation cohorts. Main characteristics such as demographics, internet

usage, satisfaction, social media usage, brand loyalty, and risk aversion were evaluated for both

generations. Data were then used to help marketing professionals develop strategies targeting

each individual generation. This research used the generational cohort theory, a conceptual

framework, to compare and contrast Generation Y and Generation Z. According to Reisenwitz

(2022), the purpose of this study was to assess the differences specifically between Generation Y

and Generation Z to contribute to generational cohort theory and also allow marketers to better

address the needs and wants of Generations Y and Z.

Often, generational parameters are set around both birth years and major events that have

shaped the lives of each generation (Van Rossem, 2019). For example, being born in an era of

6
technology has caused Generation Z to be our world’s most technologically developed group at

such a young age. Generation Z, having been raised in an era of connection, are often referred to

as digital natives. Although one might assume Generation Z prefers digital communication, it has

been found that 84% of Generation Z say they prefer to talk to their boss face-to-face instead of

over online platforms (Stillman & Stillman, 2017). Generation Z, having been brought up on the

cusp of technology, desires a world where both physical and technological connection are

present.

Generation Z Common Characteristics

Generation Z has been identified by both negative and positive stereotypes. Based on research by

Seemiller and Grace (2016), many positive stereotypes such as loyalty, compassion,

responsibility, and determination were discovered. Ganguli (2022) documented the different

characteristics and preferences of Generation Z in the workforce. The research identified the

need for Generation Z employees to be treated differently in the workforce. For example,

employers must work harder to retain Generation Z member in the workforce as this generation

is mobile and does not feel loyalty to an employer. Employee retention is critical for

organizational success over long periods of time. Therefore, employee retention should be of

concern since Generation Z will make up the bulk of the workforce in the coming years.

Ganguli (2022) identified many common themes that help characterize Generation Z’s

stereotypical work habits, identifying five dimensions that signify what an organization should

focus on while recruiting and managing Generation Z. Schroth (2019) also depicted a vision of

Generation Z entering the workplace and labor market. While Gen Z shares many traits with

Millennials, such as lasting motivation and the need for relationships, they also bring in new

patterns of behavior managers not only have to understand but have to learn how to manage

7
(Schroth, 2019). It was an adjustment when Millennials entered the workforce, and it has been an

adjustment for Millennials now that Generation Z is entering the workforce. Millennial bosses

will have to learn how to balance the “on my own time” attitude of Generation Z employees

beginning their first jobs. Every generation has its doubts about the younger generations, but

there are many negative stereotypes that Generation Z has to overcome. Generation Z, unlike

previous generations, are highly motivated by the prospect of tangible rewards (Seemiller and

Grace, 2016). Generation Z has also been characterized negatively as lazy and quick to anger

(Sidorcuka, 2017).

In their research, Schroth (2019) focused heavily on the idea that Generation Z has little

to no work experience when they begin to enter the workforce. In 1979, 60% of teens held a job,

while in 2015, 34% of teens held a job. This number is expected to drop further by 2024

(Schroth, 2019). The lack of work experience adds another level of concern for hiring Generation

Z employees.

Leskauskas (2022) discussed the idea that Generation Z lives everyday with an auxiliary

ego. We know that there are significant differences between each generation, and new

informational technologies, smartphones, and internet, have taken the role of a present auxiliary

ego for the generations that were born in the 21st century (Leskauskas, 2022). Leskauskas’

research focused heavily on how these new technologies invade cultures and have the potential

to invade the younger generations. This research specifically focused how a better understanding

of Generation Z’s technology preferences would shed light on issues in analytic work and

relationships with adolescent patients in the healthcare field.

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Generation Z is Tech Savvy

Generation Z is known as the tech-savvy generation. Born straight into an era of technological

growth and advancement, most members of Generation Z are expected to have full working

knowledge of the technological world. Persada’s (2022) research focused on revealing the

behavioral intentions of the tech-savvy Generation Z. Tech-savvy Generation Z will dominate

the global population, and in order to stay competitive it is essential for a business that targets

this demographic to understand the overarching characteristics of this generation (Persada,

2021). This research highlighted online versus in-store transactions of Generation Z and the

behavioral nature of Gen Z in using the electronic wallet. According to Persada, the

measurement in this research was done by using the Theory of Planned Behavior and a

multivariate analysis with the Structural Equation Model that proposed six different hypotheses

detailing this idea that in today’s digital era the development of financial technologies will only

continue to grow. Persada’s (2021) research provided as description of the online spending habits

of Generation Z, predicting the development of digital financial technologies will continue to

grow.

Generation Z is classified as a technologically savvy generation. However, being a

Generation Z member with little to no technological knowledge can hinder opportunities in the

workforce. This information ties into learning styles, because most members of Generation Z

have had to learn to take notes via computer and may even prefer taking classes through an

online platform. In a collegiate setting, students are most likely to opt-out of classes that do not

align with their learning preferences (Jaggars, 2014). In a study conducted with college students

in the United States and Brazil, it was found both student groups prefer to engage in

intrapersonal learning over interpersonal learning (Seemiller, 2019).

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 In the workplace, multiple generations work together. Research conducted by Bencsik,

Juhász, & Horváth-Csikós (2016) looked at the Generations Y and Z in the workplace. This

research identified significant differences between the two generations, despite the similarities,

and demonstrated these differences appear rather emphasized in the corporate environment

(Bencsik et al., 2016). Each generation tends to have unique viewpoints and expectations,

workplace cultural norms, and patterns of learning and knowledge sharing (DeIuliis, & Saylor,

2021). Impactful historical events, parenting styles, and trends in pop-culture all influence a

person’s identity, attitudes, and belief system (DeIuliis, & Saylor, 2021). These factors differ for

members of Generation Y and Generation Z, which is why there tends to be a generational gap.

This quantitative research described what managing these two generations would mean for the

managers as well as what difficulties would occur when these two generations are forced to

manage each other (Bencsik et al., 2016). According to Bencsik, activities in the workplace will

be forced to adapt to the new requirements for Generation Y and Generation Z.

Mignano’s (2022) work on coaching athletes who were born in Generation Z examines

the idea that the characteristics of Generation Z athletes influence coaching practices. This study

went in depth to examine coaches’ perceptions of Generation Z athlete characteristics,

challenges, and effective coaching strategies (Mignano, 2022). Mignano examined 12 highly

experienced coaches and sport science providers. They were interviewed and it was revealed that

coaches characterized Generation Z athletes as having excellent technology skills, high

expectations for success, short attention spans, poor communication skills, and an inability to

deal with adversity (Mignano, 2022). Challenges included coaches having issues connecting with

their athletes and supporting them. It was found that strategies such as connecting process with

performance, teaching communication skills, being direct, and setting clear expectations worked

10
well with Generation Z athletes. By defining Generation Z characteristics, coaches were able to

better connect with the athletes.

Conclusion

The literature on Generation Z reveals a cohort defined by distinct characteristics.

Primarily, they are known for their tech-savviness, having grown up in a digital age. This

influences their learning styles, communication preferences, and even job expectations. Unlike

previous generations, Generation Z exhibits a willingness to switch jobs. However, despite their

digital prowess, they prioritize authentic relationships and face-to-face communication in the

workplace such as communication with a boss. When entering the workforce, they often lack

traditional work experience. Understanding these traits is crucial for educators to cultivate

engagement. In learning how Generation Z is viewed and how Generation Z members view

themselves, communicators and educators can determine how their audiences tend to learn best.

Specifically related to students in the Dale Bumpers College of Agricultural, Food, and Life

Sciences, college administrators, student support staff, and faculty have much to gain from

studying the characteristics of the students they are currently working to serve.

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 Methodology

The research employed a quantitative content analysis. Specifically, the research

conducted a content analysis of various peer reviewed journals to determine patterns and themes.

Specifically, it entailed a comprehensive content analysis of recent, within the last five years,

peer-reviewed journal articles focusing on Generation Z. This examination aimed to uncover

prevalent themes and concepts associated with Generation Z by examining generational

characteristic such as communication, technology, values, education, workplace dynamics,

preferences, barriers, and priorities.

In general, the steps of content analysis are to formulate a research question, define the

designated population, select the sample, define a unit of analysis, construct categories of

content, establish a quantification system, code content, analyze, and draw conclusions (Guest et

al., 2012).

Research Design

Content analysis has been defined as a systematic, replicable technique for compressing

many words of text into fewer content categories based on explicit rules of coding (Stemler,

2000). The researcher met with a research librarian with the University of Arkansas Libraries to

determine the best database to search for articles. EBSCO, an esteemed database utilized by the

University of Arkansas Libraries, serves as resource for accessing peer reviewed, scholarly

literature. With its comprehensive collection of peer-reviewed journals spanning various

disciplines, EBSCO offers researchers a robust platform to explore multifaceted aspects of

Generation Z, including their behaviors, attitudes, and societal impacts. By leveraging EBSCO's

advanced search functionalities and tailored filters, information can efficiently be sifted through.

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 To refine the search, specific parameters were established to focus solely on peer-

reviewed articles published within the past five years. Additionally, each selected article required

full-text availability in PDF format to ensure thorough examination. Initially, the search yielded

a total of 3,992 articles. Subsequently, by narrowing the publication date range to include only

articles from 2018 to the present, the results were further refined, revealing 3,623 articles

meeting the specified criteria. The search terms employed to categorize articles encompassed a

broad spectrum, including Generation Z characteristics, communication styles, technology usage,

values, education level, workplace dynamics, preferences, barriers, and priorities. Further

refinement of the search led to the selection of 70 articles that most closely aligned with the

research criteria from the initial pool of 3,623 articles. Among these, 16 articles were unavailable

in PDF format. Ultimately, the research culminated in the inclusion of 54 peer-reviewed articles,

all published within the last five years, addressing the defined facets of Generation Z traits and

behaviors.

In preparation for analysis, a comprehensive coding instrument and corresponding

instructions were meticulously created (see appendix A). This instrument was designed to

facilitate systematic examination of each selected article, identifying key themes and

commonalities across the group of literature. The coding instrument comprised several distinct

sections, each tailored to capture specific dimensions relevant to the study of Generation Z.

These sections included article number, Generation Z characteristics, communication patterns,

technology usage, values, education trends, workplace dynamics, job preferences, barriers

encountered, priorities identified, Generation Z age delineation, and unique nicknames

associated with this demographic cohort. This structured approach ensured a rigorous and

13
consistent methodological framework for data analysis, enabling the extraction of valuable

insights into the nature of Generation Z attributes and behaviors from the assembled literature.

Triangulation refers to the use of multiple methods or data sources in qualitative research

to develop a comprehensive understanding of phenomena (Patton, 1999). The researcher used

training sessions to achieve triangulation

Rigor

Maintaining the internal consistency of the study was extremely important to ensuring

validity. Throughout the content analysis examining Generation Z preferences, an audit trail

served as a crucial methodological tool. It documented each step of the research process, from

data collection to analysis, ensuring transparency and reproducibility. By recording decisions

made during coding, such as category definitions and criteria, the audit trail maintains the study's

reliability and validity. The audit trail provides a roadmap for researchers to trace the origins of

findings and detect any potential biases or errors. In the context of studying Generation Z

preferences, an exhaustive audit trail helps maintain rigor and credibility.

Member checking in content analysis involves seeking feedback from participants or

stakeholders to validate the accuracy and interpretation of findings. This process enhanced the

credibility and trustworthiness of the study by allowing those involved to confirm that their

perspectives have been accurately represented. Member checking fosters a collaborative research

approach, strengthening the validity and relevance of the findings within the context of the target

population.

Peer debriefing and examination were also used to maintain rigor. The researcher provided

each peer reviewer with the codebook. Each peer reviewer was tasked with randomly selecting

articles and following the coding instructions. Findings were discussed with experts and

14
provided feedback to help identify errors, biases, and oversights. In conducting the analysis, the

researcher acknowledged assumptions, values, and biases that could influence the interpretation

of the data. As a Generation Z individual collaborating closely with a committee primarily

composed of Gen X and millennial members, the researcher recognized the potential for biases

about Generation Z. Interactions and discussions with faculty committee members have provided

valuable insights, yet the researcher remain vigilant in ensuring that the analysis remains

objective and free from bias, seeking to balance personal viewpoints with those of diverse

perspectives represented within the committee.

Data Analysis

After data collection, data was recorded in a coding sheet and analyzed for frequency.

Following the completion of content analysis, common themes were identified and examined to

be reported in the findings.

Conclusion

In summary, a comprehensive content analysis of recent peer-reviewed journal articles

relating to Generation Z was conducted. By thoroughly examining various dimensions such as

characteristics, communication, technology, values, education, workplace dynamics, preferences,

barriers, and priorities, the study aimed to provide valuable insights into Generation Z. The

research design involved the formulation of research questions, sample selection, and the

development of a coding instrument. Leveraging EBSCO as the primary database for literature

retrieval ensured access to a wide variety of high-quality scholarly articles. The inclusion criteria

and refinement process resulted in the selection of 54 relevant articles for analysis. To ensure

rigor, measures such as triangulation, member checking, peer debriefing, and maintaining an

audit trail were implemented to enhance the validity and reliability of the study. Data analysis

15
involved using frequencies to determine thematic identification to uncover common themes

across the chosen literature. Overall, this research contributes to a nuanced understanding of

Generation Z and offers implications for various fields, including education, workplace

management, and societal engagement.

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 Results

Once coding was completed, the collected data was examined to find patterns and draw

conclusions on the most common Generation Z characteristics, communication patterns,

technology usage, values, education trends, workplace dynamics, job preferences, barriers

encountered, priorities, Generation Z age delineation, and unique nicknames. This content

analysis revolved around frequencies.

Each selected article had a variety of known or assumed Generation Z characteristics

listed. The characteristics have been broken down according to the frequency of mentions in the

54 approved articles. Environmentally aware or environment conscious was found 10 times,

conservative spending and avid travelers were recorded twice, and seeking change in daily life

was recorded 7 separate times. Criticizing the status quo was found twice along with challenging

generational assumptions. Generation Z is socially and economically active as it was stated 7

separate times.

Table 1

Generation Z Characteristics

Characteristics Frequency Characteristics Frequency

Environment Conscious 10 Self-Informed 2

Creative 9 Thoughtful 2

Innovative 8 Responsible 2

Change Seekers 7 Demanding 2

Socially Active 7 Cautious 2

Multitaskers 6 Compassionate 1

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Impatient 6 Leaders 1

Adaptable 6 Relaxed 1

Pragmatic 5 Flexible 1

Entrepreneurial 5 Impulsive 1

Open 4 Relationship-Oriented 1

Tech-Savvy 4 Spoiled 1

Confident 4 Materialistic 1

Diverse 4 Entitled 1

Unique 4 Low Attention Span 1

Critical 3 Trendsetters 1

Opinionated 3 Forward Thinkers 1

Global 3 Loyal 1

Influencers 3 Active 1

Easily Bored 3 Skill Focused 1

Less Brand Loyal 3 Self-Taught 1

Ambitious 3 Curious 1

Independent 3 Innovative 1

Accepting 3 Genuine 1

Hyperconnected 3 Distracted 1

Conservative Spending 2 Messy 1

Avid Travelers 2 Courageous 1

Criticize Status Quo 2 Diligent 1

Challenge Assumptions 2 Self-Centered 1

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Open-Minded 2 Brave 1

Determined 2

Goal Oriented 2

According to research, Generation Z has several communication preferences. Social

media is Generation Z’s primary mode of communication with 13 articles citing social media

usage. Face-to-face communication ranks second with 10 articles viewing it as Generation Z’s

favorite way to communicate with other Gen Z’ers and those outside of their generation. In

general, Generation Z prefers clear, practical, and fast communication tactics. In the educational

setting, Generation Z needs open communication, feedback, and digitalized instructional

methods.

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 Table 2

Generation Z Communication Styles

Communication Style Frequency Communication Style Frequency

Social media 13 Open Communication 1

Face-to-Face 10 Need Feedback 1

Influencers 5 Practical 1

Interpersonal 4 Mobile 1

Sharing 3 Fast 1

Clear 2 Transparent 1

Word-of-mouth 2 Digitalized 1

Strong Communicators 2 Video Only 1

Email 2 Brief 1

Instagram 2 Online 1

Story Telling 1

Known as the most tech-savvy, digitally-centric generation, it is no surprise that

Generation Z has very specific technological preferences. Generation Z’s most used

technological platform is social media with 9 references throughout the articles. 24/7 access is

extremely important as Generation Z is highly dependent on technology. Because of exposure at

a young age, Generation Z is the most adaptable, innovative, and interactive generation thus far.

20
 Table 3

Generation Z Technology Usage

Technology Frequency Technology Frequency

Social media 13 Enthusiasts 2

Tech-Savvy 8 Need 24/7 Access 1

Digital Centric 8 Trends 1

Dependent 6 Exposure 1

Constant 4 Innovative 1

Exclusively Online 3 Computer Literacy 1

Interactive Technology 3 Comfortable Users 1

Reliant 2 Adaptable 1

Sustainability and social responsibility emerge as the most prominent values, each

receiving a frequency of 7. This suggests that environmental consciousness and a desire for

ethical behavior are significant concerns for this generation. Inclusivity, taking action, and

innovation also hold considerable weight, with frequencies of 2. These values reflect a

generation that values diversity, proactive engagement, and creativity in addressing societal

challenges. Furthermore, autonomy, independence, and accountability are valued, each receiving

a frequency of 2, highlighting a desire for individual agency and responsibility. Additionally,

respect, safety, creativity, honesty, and credibility are also valued, with frequencies of 2,

indicating a strong emphasis on integrity and personal well-being. Overall, Generation Z places a

premium on sustainability, social responsibility, inclusivity, and individual autonomy, reflecting

a complex interplay of ethical, environmental, and personal considerations in their value system.

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 Table 4

Generation Z Values

Value Frequency Value Frequency

Sustainability 7 Honesty 2

Social Responsibility 7 Justice 1

Inclusivity 2 Trust 1

Taking Action 2 Technology 1

Innovation 2 Accountability 1

Diversity 2 Privacy 1

Climate 2 Relatability 1

Autonomy 2 Experiences 1

Independence 2 Teamwork 1

Respect 2 Humanity 1

Safety 2 Self-worth 1

Creativity 2 Credibility 1

Generation Z's educational preferences shed light on their attitudes toward learning

methodologies and environments. Generation Z has emerged as highly educated and

sophisticated regarding education with frequencies of 8 and 2, respectively. This suggests that

Generation Z values educational programs that challenge them intellectually and provide a high

level of academic rigor. Furthermore, multimodal, and interactive learning methods are favored,

each receiving a frequency of 2, indicating a preference for dynamic and engaging educational

experiences. Educational autonomy and experiential learning are also valued, with frequencies of

22
 3 and 1, revealing a desire for self-directed learning and hands-on engagement. Additionally,

independence and adaptability are recognized as important attributes, each receiving a frequency

of 2, suggesting a preference for educational structures that allow for flexibility and personalized

learning pathways. Generation Z exhibits a preference for intellectually stimulating, interactive,

and flexible educational approaches that empower them to take ownership of their learning

journey while fostering collaboration and commitment to academic excellence.

Table 5

Generation Z Educational Preferences

Education Frequency Education Frequency

Highly Educated 8 Adaptable 1

Experiential Learners 3 Modern Methods 1

Sophisticated 2 Difficult to teach 1

Multimodal Learners 2 Motivated Students 1

Interactive 2 Online Only 1

Independent 2 Researchers 1

Hybrid Teaching 1 Collaboration 1

Informal Environment 1 Committed 1

E-learning 1 Flexible 1

Require Feedback 1 Caring Teachers 1

Educational Autonomy 1 Prefer Customization 1

Generation Z is beginning to enter the workforce and is showing preferences unlike any

prior generation. Notably, personal development emerges as a prominent priority, with a

23
 frequency of 4, indicating a strong desire for opportunities to grow and advance within their

careers. Additionally, relationships and flexibility are valued, each receiving a frequency of 2,

suggesting an emphasis on supportive work environments and the ability to balance work with

personal commitments. Distance working and feedback are also recognized as important aspects,

with frequencies of 2, reflecting a preference for remote work options and regular

communication and guidance from supervisors. Generation Z seeks workplaces that prioritize

personal growth, supportive relationships, flexibility, and clear communication, while also

valuing realistic expectations and opportunities for remote work.

Table 6

Generation Z Workplace Characteristics

Workplace Frequency Workplace Frequency

Personal Development 4 Less Engaged 1

High Turnover 2 Fair Compensation 1

Distance Working 2 Realistic Expectations 1

Relationships 2 Need Job Security 1

Flexibility 2 Balance 1

Feedback 2 Motivated 1

Advancement 1 Independent 1

Low Commitment 1 Structure 1

Similar to the table above, Generation Z has strong aspirations and priorities within the

professional realm. Entrepreneurship emerges as a leading preference, with a frequency of 4,

indicating a strong desire for autonomy and innovation in their careers. High salary and balance

24
 are valued, each receiving a frequency of 3, showing the importance of financial stability and a

healthy work-life balance. Growth and job security are also recognized as significant factors,

with frequencies of 2, suggesting a desire for continuous development and stability in their

careers. Generation Z seeks job opportunities that offer autonomy, financial stability, growth

opportunities, and a supportive work culture, while also valuing innovation and a healthy work-

life balance.

Table 7

Generation Z Job Preferences

Preference Frequency Preference Frequency

Entrepreneurship 4 Empowerment 1

High Salary 3 CEO Opportunity 1

Work Life Balance 3 Job Prestige 1

Growth Opportunity 2 Mentoring 1

Social Environment 2 Rewards 1

Job Security 2 Encouragement 1

Personalization 1 Improved Technology 1

The chart below delineates potential barriers faced by Generation Z, shedding light on

challenges that may impede their personal and professional development. Notably, depression

emerges as a significant barrier, with a frequency of 2, highlighting the mental health challenges

this generation may encounter. Short attention span and risk aversion are recognized as prevalent

barriers, each receiving a frequency of 2, suggesting potential difficulties in maintaining focus

and taking calculated risks. Moreover, external comparison and decreased resilience are

25
 acknowledged as obstacles, with frequencies of 1, underscoring the impact of societal pressures

and a lack of coping mechanisms on Generation Z's well-being. Generation Z faces a diverse

array of barriers, encompassing mental health challenges, societal pressures, and personal skill

development, highlighting the need for support and resources to help them overcome these

obstacles and thrive in various aspects of their lives.

Table 8

Generation Z Potential Barriers

Barrier Frequency Barrier Frequency

Short Attention Span 2 Not Loyal 1

Depression 2 Outside Pressure 1

Financial Restrictions 1 Difficult 1

Risk Aversion 1 Not Leaders 1

Lack Problem Solving 1 Sensitive 1

High Expectations 1 Unprepared 1

External Comparison 1 Decreased Resilience 1

Research has shown a comprehensive overview of the priorities held by Generation Z,

showing the multifaceted values and concerns that shape their worldview. Environment emerges

as a predominant priority, with a frequency of 5. Interaction and experiences, particularly

features on social media, also hold considerable weight, with frequencies of 4 and 3,

respectively, indicating a strong desire for meaningful social connections and memorable

encounters. Safety and mental health are recognized as important priorities, each receiving a

frequency of 2, reflecting Generation Z's commitment to personal well-being and emotional

26
resilience. Additionally, diversity, justice, and being taken seriously are valued, with frequencies

of 2. Generation Z's priorities encompass a broad spectrum of environmental, social, and

personal values, reflecting their nuanced approach to navigating contemporary challenges and

striving for a more equitable and sustainable future.

27
 Table 9

Generation Z Priorities

Priority Frequency Priority Frequency

Environment 5 Trendiness 1

Interaction with Others 4 Impact 1

Authenticity 3 Simplicity 1

Clear Communication 3 Popularity 1

Experiences 3 Personalization 1

Physical Health 2 Culture 1

Quality 2 Technology 1

Mental Health 2 Being Unique 1

Treatment of animals 2 Volunteerism 1

Collective Good 2 Justice 1

Personal Safety 2 Relationships 1

Entertainment 2 Connection 1

Instant Gratification 1 Being Heard 1

Cost Performance 1 Being taken Seriously 1

Personal Satisfaction 1 Social Media Image 1

Saving Money 1 Diversity 1

Throughout research, it was obvious that the age delineation of this generation was often

confused. Most articles cited different years as the years encompassing Generation Z. Table 10

provides a breakdown of how Generation Z is defined by age range, offering insight into the

28
 diverse age ranges in this demographic cohort. The data highlights variations in defining

Generation Z, with different ranges and criteria being utilized. The most common age range

identified is from the mid-1990s to the early 2010s, with a frequency of 5. Similarly, the years

after 1995 and between 1997 and 2012 also receive a frequency of 5 each, suggesting a

consensus around these periods as defining the birth years of Generation Z. The years spanning

from 1995 to 2010 emerge as a prevalent range, with a frequency of 8, indicating a significant

portion of the population falling within this timeframe. The data underscores the complexity of

defining Generation Z, with various age ranges and criteria being considered, highlighting the

need for a set range of years to be determined.

Table 10

Generation Z Age Defined

Age Range Frequency Age Range Frequency

After 1995 9 1996-2015 1

1995-2010 8 After 1990 1

1995-2012 5 After 1996 1

1997-2012 5 After Y Generation 1

1996-2010 4 2000-2016 1

Mid 90s to Early 10s 4 Ages 14-25 1

Ages 18-25 1

Many nicknames for Generation Z were also discovered during research. Table 11

presents a comprehensive compilation of the various nicknames attributed to Generation Z,

reflecting the diverse ways in which this demographic cohort is referred to in everday

29
conversation. The most prevalent nickname is "Digital Natives," with a substantial frequency of

11, describing the generation's relationship with technology and the internet. Other frequently

used terms include "Gen Z," "Post Millennial," and "iGeneration," each with a frequency of 4,

indicating common descriptors used to name this cohort. Variations such as "Zoomers" and

"GenZers" are also present, reflecting the informal and evolving nature of generational

terminology. Furthermore, the chart encompasses a wide array of nicknames, ranging from

technology-centric labels like "Net Gen" and "Generation I" to more playful names like

"Screenagers" and "Gen Wii." Notably, there are also mentions of specific platforms or

characteristics associated with Generation Z, such as the "Facebook Generation" and

"Switchers," highlighting the influence of digital culture and adaptability within this generation.

30
 Table 11

Generation Z Nicknames

Nickname Frequency Nickname Frequency

Digital Natives 11 The We Generation 1

Gen Z 8 Centennials 1

GenZ 4 Dotcom Children 1

Zers 4 Internet Children 1

Post Millenial 4 GenZers 1

Zoomers 3 Net Gen 1

Gen Tech 3 Generation I 1

Zeners 2 GZ 1

Z Generation 2 Switchers 1

Online Generation 2 Z 1

Facebook Generation 2 Screenagers 1

Youngsters 1 Gen Tech 1

After Y Generation 1 iGeneration 1

Generation Me 1 N Generation 1

Technology Generation 1 Gen Wii 1

Gen Next 1 Post Gen 1

31
 Conclusions

The majority of articles had varying views on the many diverse Generation Z

characteristics, communication patterns, technology usage, values, education trends, workplace

dynamics, job preferences, barriers encountered, priorities, Generation Z age delineation, and

unique nicknames. This content analysis revealed commonalities and differences in the

perception of Generation Z. Based on these findings, there is now a compelling list of Generation

Z outsider perceptions that compiles information from 54 different peer-reviewed scholarly

articles. Generation Z, as characterized by various sources, exhibits a variety of traits and

preferences that shape their behaviors and priorities across different domains. Seemiller and

Grace (2016) discovered many positive stereotypes such as loyalty, compassion, responsibility,

and determination that are also reflected in the findings from this content analysis. From

environmental consciousness to technological preferences, this generation showcases a distinct

set of values and aspirations separate from the generations prior.

In terms of environmental awareness, Generation Z demonstrates a significant concern

for sustainability and social responsibility. This is evident from the frequency of mentions of

values such as environmental consciousness and ethical behavior in the selected articles.

Inclusivity, innovation, and taking action are also highlighted as important values, reflecting a

generation that values diversity and proactive engagement in addressing societal challenges.

Regarding technology, Generation Z is highly knowledgeable and reliant on digital

platforms, particularly social media. Their preference for clear and fast communication tactics

aligns with their use of social media as the primary mode of communication within their

generation. Generation Z’s emphasis on 24/7 access to technology depicts the fact that they grew

up in the age of booming technological advancement.

32
 In the realm of education, Generation Z seeks intellectually stimulating and interactive

learning experiences that allow for autonomy and flexibility in the classroom. Multimodal and

experiential learning methods are favored by most, indicating a preference for dynamic

educational approaches. It has been determined that Generation Z values educational programs

that challenge them intellectually and provide opportunities for personal and intellectual growth.

Generation Z also prefers educators with a high level of real-world experience.

As Generation Z begins to fully transition into the workforce, personal development

emerges as a prominent priority, alongside the desire for supportive work environments and

flexible, hybrid work arrangements. Each generation tends to have unique viewpoints and

expectations, workplace cultural norms, and patterns of learning and knowledge sharing

(DeIuliis, & Saylor, 2021). In knowing this, we were determined to find Generation Z’s

workplace preferences. Entrepreneurship also stands out as a leading career preference,

highlighting this generation's inclination towards autonomy and innovation in their careers.

It has been determined that Generation Z faces several barriers, including mental health

challenges, short attention spans, and external pressures. These obstacles have led to the

importance of providing support and resources to help them navigate personal and professional

challenges effectively. Generation Z is also much more likely to share their shortcomings than

generations prior.

Defining the age range of Generation Z remains a point of contention, with variations

observed in different sources. Despite this ambiguity, there is a consensus around defining the

birth years of Generation Z, with the mid-1990s to the early 2010s emerging as the most

common age range. In addition, the diverse array of nicknames attributed to Generation Z

33
reflects the evolving nature of generational terminology and highlights their unique relationship

with technology and digital culture.

Generation Z fully embodies a complex interplay of values, preferences, and challenges

that distinguish them from previous generations. Understanding these dynamics is essential for

educators, employers, and policymakers to effectively engage with and support this generation as

they navigate various aspects of their education, career, and life.

In light of the findings of this study, it would be wise for educators and employers to

weave this information into curriculum and job structure. This content analysis better classifies

the characteristics identified with Generation Z. This range of Generation Z characteristics will

help guide future classroom instruction and curriculum development, specifically in the

agricultural field for Generation Z students.

Recommendations

Future research should refine the methodology to ensure a more comprehensive analysis

of Generation Z's preferences. This could potentially involve incorporating multiple data sources,

such as interviews or surveys, to provide richer insights into Generation Z behaviors, attitudes,

and preferences. Incorporating a qualitative analysis could assist in understanding the underlying

motivations and meanings behind the observed characteristics.

As for expanding upon the research and identifying next steps, a study exploring the

subgroups inside of Generation Z could be conducted. Delving deeper into specific subgroups

within Generation Z, such as differences based on socioeconomic status, cultural background, or

geographic location, would provide insights into the diversity within this generation. It would

also be valuable to do specific research on those on the cusp of Generation Z. Conducting trend

forecasting to anticipate future shifts in Generation Z's characteristics based on emerging

34
societal, technological, and economic trends would be valuable for businesses, educators, and

policymakers. This could help predict the future behaviors of Generation Z students, workers,

and creatives. Assessing the impact of Generation Z's characteristics on various domains, such as

education, employment, consumer behavior, and social attitudes, could guide strategies for

engaging with and accommodating this generation. We already know that Generation Z has to be

approached differently than the generations prior, but this impact assessment would help specify

communication tactics.

Educators working with Generation Z should incorporate technology and interactive

learning methods, such as online collaboration tools, to align with Generation Z's digital native

tendencies in the classroom. Technology usage is key in keeping a member of Generation Z

engaged. It would also be helpful to integrate real-world examples, case studies, and projects that

resonate with Generation Z's interests and values. This would foster an environment of relevance

and interest. It has been found that members of Generation Z prioritize personalization in their

education. Providing opportunities for personalized learning experiences and allowing students

to have a say in their education through project-based learning, self-directed study, and flexible

learning pathways will be game-changing. Recognizing and addressing the mental health

challenges faced by many members of Generation Z by providing resources and support systems

within the educational environment is also essential in creating an open environment.

Regarding curriculum changes to accommodate Generation Z, it is important to

emphasize critical thinking, problem-solving, creativity, and adaptability skills to prepare

Generation Z for an increasingly complex and rapidly changing world. Integrating digital literacy

skills, including information literacy, media literacy, cybersecurity awareness, and digital

citizenship, into the curriculum will equip Generation Z with the skills needed to navigate the

35
digital landscape responsibly. Generation Z also values global immersion. Incorporating global

perspectives, cultural competency, and awareness of social issues into the curriculum will foster

empathy, diversity, and global citizenship among Generation Z students.

Understanding and engaging with Generation Z requires a multifaceted approach that

acknowledges their diverse characteristics, digital fluency, and evolving societal context.

Reflecting on the content analysis and considering potential refinements and expansions, it's

evident that Generation Z presents both challenges and opportunities for educators, researchers,

and society at large.

36
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 Appendix A

Code Book:

Parameters

- Published within the last 5 years

- Peer-reviewed journal article

- Full PDF format available

Search Process including Key Words

- Generation Z

- Behaviors

- Communication

- Technology

- Values

- Education

- Workplace

- Job Preferences

- Barriers

- Priorities

39