Generation Z – A New Lifeline: A Systematic Literature Review

A generation is a group of people who share similar birth years, life experiences, and cultural influences. Generation Z is the current generation that has attracted much attention from researchers and practitioners. They are defined as those who were born after 1995 and are characterized by their digital nativism and unique characteristics. The aim of this paper is to understand how Generation Z distinguishes itself from previous generations, especially in terms of its values, attitudes, and behaviours. For this purpose, a systematic literature review was conducted using Google Scholar as the main database. The search results were filtered using inclusion and exclusion criteria based on the relevance, quality, and recency of the sources. The main findings of the review are that Generation Z are born after 1995 and are known as digital natives who are proficient in using technology and social media. They also possess unique characteristics such as being entrepreneurial, socially conscious, pragmatic, and diverse. The paper concludes that Generation Z is a distinct generational cohort that requires further research and attention from various stakeholders.