What do Z want? An Exploratory Study into the Rewards that Motivate Generation Z

The subject of motivation is a complex phenomenon that is widely studied and researched by academics. Motivation refers to the extent to which a person is eager to do something or perform a task. It relates to the way in which something can inspire somebody to think or behave. Generation Z are a group of individuals who were born between the years of 1995 and 2010 who are beginning to enter the workforce. It is evident that Generation Z will slowly begin to dominate the workforce as older generations begin to retire. Therefore, it is chiefly vital to comprehend their motivation to work. The researcher aims to explore the fundamental factors that influence the motivation of Generation Z with a focus on a particular retail pharmacy group in Ireland. Throughout this study, eight participants who belong to the cohort working within the retail pharmacy group took part in semi-structured interviews and provided in-depth answers that highlighted the motivators for Generation Z. The primary factors include wages, a positive working environment, engaging work and having positive relationships with co-workers. The main recommendation for the organisation is to restructure its reward management system to be tailored to specific needs and wants of different cohorts rather than adopting a ‘one size fits all’ method. In this way, the retail pharmacy group will have greater ability to improve their employee’s motivation and thus, enhancing the overall performance of the business