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DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation

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  • Pichler, Shaun
  • Kohli, Chiranjeev
  • Granitz, Neil

Abstract

Generation Z, or Gen Z, represents 24% of the U.S. population and is very different from earlier generations. A higher proportion of Gen Zers are earning college degrees, and they are now moving to the next phase in which they will constitute the predominant majority of the incoming workforce. Gen Z faced an unusual set of technology-driven circumstances while growing up and thus bring a distinct set of characteristics into the workplace. We offer a new research-based framework, DITTO, which encapsulates specific recommendations for organizations on diversity, individualism and teamwork, technology, and organizational supports. DITTO serves as a useful mnemonic to help managers recall specific ways to support Gen Zers and leverage the strengths of Gen Zers to benefit the organization and the workforce. Research shows that Gen Zers are more open to diversity and more individualistic and technology-driven than other generations. To the extent that companies use the DITTO framework, the more attractive they should be to Gen Z workers; but the principles of this framework also extend beyond Gen Zers to existing workforce with similar efficacy.

Suggested Citation

  • Pichler, Shaun & Kohli, Chiranjeev & Granitz, Neil, 2021. "DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation," Business Horizons, Elsevier, vol. 64(5), pages 599-610.
    • Handle: RePEc:eee:bushor:v:64:y:2021:i:5:p:599-610
    DOI: 10.1016/j.bushor.2021.02.021
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