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The Generation Z in Bulgaria: Challenging Conservative Organisations

Although research on Generation Z in Bulgaria is scarce, in this chapter, we have attempted to draw a portrait of the typical representative of the young generation based on the results of a couple of empirical surveys. Decreasing social orientation, less focus on sustaining interpersonal relationships and lower self-confidence and initiative are among our most remarkable observations making this generation of young people rather different than previous ones. Furthermore, Generation Z members were found to be quite demanding at work requiring stress-free working conditions, good work–life balance, opportunities for competency development and adequate pay from employers. This certainly creates a serious challenge for Bulgarian employers who might have to change their standard human resource practices in order to attract and retain the potential of this new group of employees. Generation Z members could be a source of innovation, meaningfulness and flexibility for the Bulgarian labour market and because of that they certainly need to be studied in more detail.