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Myten om generation Z

Nestenborg, Charlotte LU and Linderoth, Vendela (2025) SKDK11 20251
Department of Strategic Communication
Abstract
This study aims to deepen the understanding of how individuals within Generation Z perceive Corporate Social Responsibility (CSR) in relation to employer branding. While previous employer branding research has often portrayed Generation Z as a homogeneous and value-driven target group, more recent reports suggest significant internal variation. Through 20 qualitative interviews with young adults in Sweden, this study explores perceptions of CSR, the role it plays in employer choice, and how these perceptions vary within the generation. The analysis draws on Social Identity Theory to illuminate how social identities shape attitudes toward CSR and perceptions of employer attractiveness. The findings show that CSR is generally viewed... (More)
This study aims to deepen the understanding of how individuals within Generation Z perceive Corporate Social Responsibility (CSR) in relation to employer branding. While previous employer branding research has often portrayed Generation Z as a homogeneous and value-driven target group, more recent reports suggest significant internal variation. Through 20 qualitative interviews with young adults in Sweden, this study explores perceptions of CSR, the role it plays in employer choice, and how these perceptions vary within the generation. The analysis draws on Social Identity Theory to illuminate how social identities shape attitudes toward CSR and perceptions of employer attractiveness. The findings show that CSR is generally viewed positively but is often deprioritized in favor of economic security and stability, particularly in the early stages of a career. The study reveals notable differences in how CSR contributes to an attractive employer brand, especially along the lines of gender and national background. Employer choice was closely linked to self-image and social identity, rather than a shared generational identity, as none of the participants actively identified with the concept of Generation Z. The study thus challenges the dominant narrative of Generation Z as a unified, value-driven group. For employer branding efforts to succeed, organizations should recognize the internal diversity of this generation and root their CSR and employer branding initiatives in authentic, long-term values. (Less)
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author
Nestenborg, Charlotte LU and Linderoth, Vendela
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Corporate Social Responsibility, Employer Branding, Generation Z, Employer Value Proposition, Social Identity Theory
language
Swedish
id
9192129
date added to LUP
2025-06-30 11:16:02
date last changed
2025-06-30 11:16:02
@misc{9192129,
  abstract     = {{This study aims to deepen the understanding of how individuals within Generation Z perceive Corporate Social Responsibility (CSR) in relation to employer branding. While previous employer branding research has often portrayed Generation Z as a homogeneous and value-driven target group, more recent reports suggest significant internal variation. Through 20 qualitative interviews with young adults in Sweden, this study explores perceptions of CSR, the role it plays in employer choice, and how these perceptions vary within the generation. The analysis draws on Social Identity Theory to illuminate how social identities shape attitudes toward CSR and perceptions of employer attractiveness. The findings show that CSR is generally viewed positively but is often deprioritized in favor of economic security and stability, particularly in the early stages of a career. The study reveals notable differences in how CSR contributes to an attractive employer brand, especially along the lines of gender and national background. Employer choice was closely linked to self-image and social identity, rather than a shared generational identity, as none of the participants actively identified with the concept of Generation Z. The study thus challenges the dominant narrative of Generation Z as a unified, value-driven group. For employer branding efforts to succeed, organizations should recognize the internal diversity of this generation and root their CSR and employer branding initiatives in authentic, long-term values.}},
  author       = {{Nestenborg, Charlotte and Linderoth, Vendela}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Myten om generation Z}},
  year         = {{2025}},
}