Uman National University | today: 05/23/2026
| Author(s) |
Novak I., Candidate of Economics Sciences, , Uman National University of Horticulture, Ukraine Школьний О. О., , , |
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|---|---|---|---|
| Category | Economics | ||
| year | 2026 | issue | Issue 108 part 2 |
| pages | 336-348 | index UDK | 331.101.3:331.5-053.67:005.95 | DOI | 10.32782/2415-8240-2026-108-2-336-348 (Link) |
| Abstract | The article examines the transformation of work motivation among Generation Z employees under the conditions of digitalization, VUCA-environment, and wartime instability in Ukraine. The relevance of the research is обусловлена significant changes in the labor market caused by the rapid spread of digital technologies, artificial intelligence, flexible employment models, and the growing role of value-oriented management practices. At the same time, the full-scale war in Ukraine has intensified labor market instability, increased psychological pressure on employees, and transformed the hierarchy of motivational priorities among young specialists. In such conditions, traditional motivation systems based primarily on financial incentives gradually lose effectiveness, while flexibility, professional development, psychological safety, meaningful work, and value alignment with employers become increasingly important for Generation Z. The purpose of the article is to systematize scientific approaches to understanding the work motivation of Generation Z and to develop practical recommendations for companies regarding adaptive motivational models in contemporary Ukrainian conditions. The methodological basis of the study includes systemic, interdisciplinary, and comparative approaches. The research applies methods of analysis and synthesis, comparative analysis, systematization, and generalization. The informational basis of the study consists of international analytical reports by Deloitte, McKinsey, PwC, Gallup, LinkedIn Learning, and the World Economic Forum, as well as Ukrainian and foreign scientific publications devoted to motivation theory, digital HR-management, VUCA-challenges, and labor market transformations. The study proves that Generation Z demonstrates a fundamentally different motivational profile compared to previous generations. Young employees are increasingly focused on autonomy, career personalization, continuous learning, development of AI and digital competencies, mental well-being, and socially responsible organizational culture. At the same time, under wartime conditions in Ukraine, security, employment stability, and psychological support regain strategic importance. The article systematizes the main motivational factors of Generation Z and substantiates the necessity of transitioning from traditional material-centered motivation systems to human-centered and adaptive HR-models. The practical significance of the study lies in possibility of applying the proposed recommendations for improving personnel management systems in Ukrainian enterprises during wartime and post-war economic recovery. | ||
| Key words | Generation Z, work motivation, personnel management, VUCA challenges | ||