Abstract
Generation Z is deemed to be digital native and has been attracting the attention of many companies when developing digital strategies to understand their consumption behaviour and their expectations in the workplace. Although research is progressing in relation to understanding Generation Z’s attributes, very little is known in the context of the United Arab Emirates (UAE) where a total of 1.4 million individuals who are part of this generation are located. This chapter aims to provide an overview of Generation Z in the UAE, their needs, characteristics and preferences in order to enable companies to offer them targeted products and services and a suitable workplace which in turn will positively impact organisational performance. The findings suggest that Generation Z in the UAE has five main characteristics. They are: (1) digital natives; (2) highly influenced by social influencers: (3) risk averse: (4) emotionally mature: and (5) highly involved in political debates. Accordingly, we outline directions for future research on Generation Z consumers and managerial implications for employers, retailers and shopping malls operating in the UAE.
| Original language | English |
|---|---|
| Title of host publication | The New Generation Z in Asia: Dynamics, Differences, Digitalisation |
| Publisher | Emerald Publishing |
| Chapter | 12 |
| ISBN (Electronic) | 978-1-80043-220-8 |
| ISBN (Print) | 978-1-80043-221-5 |
| Publication status | Published - 23 Oct 2020 |