The results of the study on Gen Z and work ethic, which was carried out as part of a business field project in the Master’s program in Communication Management, have now been published in DER STANDARD.
Is Gen Z really as work-shy as it is generally described? A study conducted by FHWien der WKW as part of a business field project in the Master’s program in Communication Management with Siemens Energy Austria dispels these prejudices. Senior Researcher Ilona Pezenka and Christof Sauke, Academic Expert in Marketing, carried out the research project with the students in the winter semester 2023/24.
The results of the study have now been presented in DER STANDARD (issue of April 30, 2024). Under the title “The misjudged generation”, the article refers to the study by FHWien der WKW and makes it clear that the criticised Generation Z is not alone with its work ethic. Rather, expectations of what makes a good employer have developed in important criteria independent from generations. Desires such as work-life balance and a meaningful job are moving to the forefront in every age group. The criticised lack of work ethic is a reaction to the pressure to be efficient, a kind of “protective mechanism against an environment that is becoming more complex overall and the increased intensity of work”.
Please find more on the topic, including a discussion and numerous comments, in DER STANDARD at the following link:
>> Read the article (in German)
Trend researcher Franz Kühlmayer also addressed the study in his podcast on the future of society and the economy in the episode “The myth of generations?” (from minute 9:45):