Gen Z in Germany: How Their Values, Attitudes, and Goals Compare to the UK and the US

Annika Bender () and Christoph Kochhan ()
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Annika Bender: RheinMain University of Applied Sciences and Arts, Media Management
Christoph Kochhan: RheinMain University of Applied Sciences and Arts, Media Management

Chapter 2 in Gen-Z Talent Management, 2026, pp 27-51 from Springer

Abstract: Abstract Each generation brings its own values, attitudes, and goals to the table. That’s true for Gen Z as well—the cohort following the Baby Boomers and Generations X and Y—who will shape the future of work in the coming years. Understanding, what this generation cares about is critical for today’s employers to attract and retain talent over the long term. This chapter takes a closer look at Gen Z’s values, attitudes, and goals and compares them across countries, focusing on the United Kingdom and the United States alongside Germany. Drawing on survey data and research reports, it identifies key characteristics in Germany, the UK, and the US that, taken together, shed light on both the commonalities and differences in how Gen Z thinks and what it prioritizes.

Date: 2026
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DOI: 10.1007/978-3-658-51813-4_2

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