The-Gen eration Z

Christian Scholz


Generation Z: Around the globe

von Chris Scholz am Juli 6, 2016

Two statements are quite common:

The Generation Z is about to become a real game changer.

The Generation Z is about to become the first truly global generation, with identical values and patterns of behaviour.

However: Are these statements true? Do we have the same questions and the same answers in Latin America, in Africa, in Germany? Considering the fact that “generations” are shaped by technology, society, or environment, it is to believe, that Africa for instance with all its differentiations will display a different picture than Asia. Or: Do we see the  Generation Z as a global phenomenon with country/continent specific “mutations” ? Or something totally different?

Therefore: The project Generation Z will be started. Everyone from all the different generations and all the different regions of our world is invited to join.

A first sketch of the basic idea can be found -> here, details to workshops , e.g., related to Europe and Latin America will be posted soon.

If you have suggestions or would like to join: Just let us know! 


Pronunciation of “Generation Z”

von Chris Scholz am Januar 9, 2016

On this page you’ll find the correct pronunciation of Generation Z in British and American English.


And from there you’ll reach a definition of Generation Z, that is totally wrong:

Generation Z:  the ​group of ​people who were born in the US and Western ​Europe after 2001: Generation Z has been called as the ‚Silent Generation‘ because of the ​time they will ​spend ​online.

This is just unbelievable.

Generation Z: „Dear Spotify, stay away from our data“

von Chris Scholz am August 22, 2015



Given the scandals and the unbelievable greed for Big Data in our modern world this message is not surprising: The music streaming service Spotify wants to learn more about its users.

Spotify tries to get access to stored data such as contacts, location data, photos or media files among others on mobile devices.


But what a surprise: We get a shitstorm over that issue. If one now assumes that the 60-year-old record owners are not the typical Spotify users, is clear: Here the Generation Z is protesting.

Again the difference between Generation Y and the younger Generation Z (born after 1990) apparent: This Generation Z has an increased need for privacy, therefor also for a private data space. This can be seen not only on the scandal surrounding Spotify, but also in many works: Thus the research institute GfK sees a significant share in the Generation Z interested in protecting their private data („very relevant = 47%) , a value which does not fit the image of the naive youth. Also KPMG, the IPG Media Lab and other studies indicate that privacy is important for the Generation Z.

Surely the Generation Z has an extreme openness in dealing with private data, as you can see on Facebook. But again, it could be that we all are a bit too much distracted from the “Digital Natives” (Generation Y) and transfer this image to the Generation Z: That Generation Z even turns a bit away from Facebook and into „more private“ data rooms.

Remarkable: Once again, we see that even large international companies with large market research departments are apparently not at all able to even begin to understand the Generation Z.



Christian Scholz, Author of „Generation Z“ (Wiley 2014)

Generation Z: „not information literate“

von Chris Scholz am Juli 25, 2015

In this old (2006) but very interesting article (->hier)  Caroline Geck discusses how the the generation Z  is  dealing with information:

„This group’s preferred method of Internet searching is to start with a Google search, even if that may not be the most efficient or fastest means to the answer. This generation’s overreliance on Google as its first choice to find answers indicates that they may not be aware of other information search strategies and resources, especially print materials that are better suited to answer certain types of questions. These youngsters use Google confidently because they find tens of thousands of results in a few seconds. Their interaction with Google makes them feel self-sufficient, smart, and powerful when retrieving many results. They often do not have the metacognitive skills to know when to stop using Google and other search tools and to try a different information search strategy.“

And she comes to a clear conclusion:

„The previous discussion suggests that these teens are not information literate.“

This is basically the argument of my recent article (->here) that claims the digital natives to be digital naive.


Prof. Scholz: Digital Natives were yesterday. Here comes Generation Z

von Chris Scholz am April 25, 2015

SPA_ZChristian Scholz (Saarland University) is already thinking about Generation Z and what they will be like:
Hot on the heels of Generation Y will come Generation Z. It will be a big generation gap. Generation Z is not prepared to work all hours; they want evenings and weekends for themselves. They have a hard and fast demarcation between ‘company time’ and ‘my time’. The successors to Generation Y commit to projects, not companies.

That will have a big impact: People will go to project marketplaces to pick a project that interests them. They stay with the organization running that project just as long as their work on it lasts. They use social media selectively – that is, when they need to.

“Generation Z want to maximize their income and their pleasure in life,” Christian Scholz told the Forum. Another characteristic: You can’t closely monitor what Generation Z people are doing. The company pays them to complete a job, but it has to trust them to do it properly. Scholz’s assessment: “Generation Z people are realistic, not optimistic. They may be fickle in their choice of who to work for because they are always on the lookout for new challenges in new projects. They aren’t as prepared to go the extra mile as their Generation Y predecessors. Their attitude is more individualistic: they don’t join movements, they each find their own path.“

source: SAP News Center March 28, 2013