Motivating Generation Z: An intergenerational and gender-based evaluation using the 9M model

Abstract

Objective: The article aims to identify and organise the key factors that motivate Generation Z (Gen Z) workers. Generation Z enters the labour market with new expectations and preferences. A key issue for companies is to understand and explore what motivates them, as the impact of motivation on performance also affects the company’s overall effectiveness. Research Design & Methods: The article looks at the situation after COVID-19. To provide a theoretical foundation and formulate the hypotheses, we conducted a systematic literature review based on the literature on Generation Z workers’ motivation post-2022, published in WoS and Scopus. Moreover, the article also presents the results of a primary study (n=747) based on the analysis of data collected from a questionnaire survey using the 9M motivation model. We identified the most important factors influencing the motivations of Generation Z workers in the workplace, while also presenting these factors in an intergenerational comparison. In addition to descriptive statistics, we analysed the data using inferential methods in the statistical software SPSS and AMOS. Findings: According to the results of the primary survey, Gen Z workers are most motivated by appreciation and incentives, followed by working conditions (including remuneration, security, support systems) and thirdly by work-life balance (WLB). Among the motivational factors of the 9M, GEN Z exhibit a positive difference compared to previous generations only in terms of WLB, with all other factors being less motivating for them. Kruskal-Wallis H test showed significant differences between generations in the perception of motivational factors, WLB measures p=0, working conditions p=0.024, and quality of work and development p=0.032. The survey also confirmed that the motivation of men and women in Gen Z differs. Women are more motivated by all 9M factors than men, except for organisational culture, which is the least relevant element for Gen Z workers overall. Implications & Recommendations: Properly motivating Generation Z workers is essential for improving their performance and retention. The study provides an overview of the current situation, and its findings highlight a significant issue. Contribution & Value Added: Synthesising the literature review and comparing it with the findings of the primary survey helps clarify the motivational factors of Generation Z. The results of the systematic literature review show that there is a limited amount of relevant empirical research on the topic. The study contributes to the existing body of literature on Generation Z motivation.