Gen Z and The Study of Accounting at the University

Today, Generation Z (Gen Z) is on the student bench. The main focus of this article is what university accounting professorscan offer to this generation of students and what challenges they face. On one hand, everyone is familiar with Generation Z, but onthe other hand, they are completely new in a professional context. Are accounting professors using the qualities of this generation correctly and optimally, or are they unable to wake up their interest?In the context of these reflections, the main objective of the article is to present the approaches of university accounting professors in teaching Gen Z and the challenges related to their full engagement. The study focuses on the generational profile of students and the methods that can be used to improvethe learning processand primarily concerns the practice of teaching accounting in Bulgaria. It can be said that the article is limited to accounting education and the specific social group of those born from the late 1990s to the early 2010s. Other academic disciplines are not analyzed, not is a comparison made with other generations. The study primarily employs an empirical approach. The conclusions reached are related to Gen Z's high digital proficiency and short attention span, as well as the evident need for interactive and practical teaching methods. The author hopes that the findings of the article will influence the teaching strategies of accounting professors and, in turn, stimulate students' critical thinking. It is no coincidence that the introductory words cite the great Albert Einstein’s thought “education is not the learning of facts, but the training of the mind to think†, a statement truly worth reflecting upon...