Navigating Generational Shifts: Motivating Gen Z to enhance engagement and work performance in the business Landscape.

Abstract

This thesis explores how organizations can enhance the engagement and work performance of Gen Z employees by adapting established motivation theories to better align with the values and expectations of this emerging workforce. Gen Z, defined as those born between 1997 and 2012, enters the labor market with preferences shaped by digital fluency, social consciousness, and a desire for well-being, flexibility, and meaningful work. Despite their increasing presence, many organizations struggle to retain and motivate these employees, contributing to widespread disengagement and reduced organizational effectiveness. The primary aim of this research is to identify the key motivational drivers for Gen Z and examine how classical theories of motivation can be reinterpreted to address their unique workplace needs. Specifically, the study addresses the following research questions: (1) How can organizations effectively motivate Gen Z employees to enhance their engagement and performance? (2) What specific factors influence their motivation within the workplace? (3) How can traditional motivation theories be adapted to better suit Gen Z in contemporary organizational settings? The research applies a primarily quantitative methodology, using a structured Webropol survey to gather data from 72 Gen Z participants, including employees across retail, healthcare, technology, and education sectors, as well as university students. Descriptive statistical analysis was applied to the closed-ended responses, focusing on three core thematic areas: (1) work environment and satisfaction, (2) motivational drivers and barriers, and (3) leadership and feedback preferences. Additionally, an inductive qualitative analysis was conducted on three open-ended questions to capture deeper, unsolicited insights from participants. Findings offer a comprehensive, theory-informed understanding of what motivates Gen Z in the workplace. While financial stability and job security remain essential, intrinsic factors, including opportunities for continuous learning, inclusive leadership, psychological well-being, and a strong sense of purpose, emerged as the most influential motivators. This thesis concludes by proposing actionable, evidence-based strategies for organizations: ensuring transparent compensation, building psychologically safe and inclusive cultures, empowering leadership practices aligned with Theory Y, and designing roles that support autonomy, competence, and relatedness.