FEATURES OF MOTIVATIONAL ASPECTS OF DIFFERENT GENERATIONS

Abstract

The article examines the specifics of the motivational aspects of different generations: Baby Boomers, Generations X, Y, Z and Alpha. It is substantiated that the issue of effective motivation of personnel in the modern world is becoming increasingly relevant in the conditions of rapid transformation of the economic, social and digital space. The modern labor market is formed by representatives of several generations, in particular, generations X, Y, Z and the new generation Alpha, which is gradually entering the phase of socialization. Each of them has specific features that were formed in the context of historical, social and technological changes. Representatives of generation Z grew up in the conditions of the information environment, digital technologies, globalization and a high level of awareness of issues of well-being, ecology and psycho-emotional state. That is why their motivation is inextricably linked with the need for more flexible, personalized working conditions. The main characteristics of value orientations and motivators of personnel depending on the generation are analyzed. Generational analysis shows that the motivational factors and values of employees vary significantly depending on the socio-economic context of their formation. It was found that the task of the manager is to find an effective balance between different generations in order to motivate them, creating conditions in which each employee can maximize their potential and work for the benefit of the company. The relevance of the problem is due to the fact that representatives of different generations coexist in the modern work environment, each of which has its own motivational characteristics. Therefore, for the effective functioning of companies and enterprises, leaders must take into account the motivational aspects of each generation. It has been proven that there is a clear differentiation of motivational priorities between generations. If generation Z seeks meaning in work, self-realization, flexibility and support for well-being, then generation X prefers material incentives, a structured environment and stability. These conclusions are the basis for the formation of differentiated motivation systems in enterprises where representatives of several age groups work simultaneously.