Characteristics, Motivation, Values, and Preferences of Digital Generation Employees in the IT Market

Each generation has its own characteristics, motivations, and values that shape social trends. Currently, the trends in the IT market are driven by representatives of the digital generation, also known as the digital generation. As the conducted research has shown, this definition encompasses a much broader range of people than the generational types X, Y (millennials), and Z, which form the basis of the generational theory widely used by modern marketers and HR specialists.This article aims to explore the characteristics, motivation, values, and preferences of digital generation employees regarding work patterns and communication within a team. It also aims to create a portrait of digital generation representatives in order to demonstrate that an alternative approach is required for effective management of employees from the digital generation. This approach involves flexible working conditions, including working hours and locations, as well as the implementation of new motivational methods. Additionally, in the era of digitalization, significant attention needs to be given to creating a favorable work atmosphere. A comprehensive approach to fostering team spirit based on current trends and values of this generation plays a crucial role in this process. Understanding the nuances of the worldview of such employees will enable top managers to motivate them to work more successfully.