WHY GENERATION Z IS CHANGING THE RULES OF BUSINESS

Authors

  • Kodirov Mirshod Mahmudovich Author

Keywords:

Generation Z, business transformation, workplace culture, digital natives, consumer behavior, organizational change, brand authenticity, social responsibility, leadership evolution, employee engagement.

Abstract

In recent years, the landscape of business has witnessed a profound transformation fueled not only by advancements in technology or global events, but by the emergence of a new, influential demographic: Generation Z. Unlike previous generations, this cohort, typically defined as those born between the mid-1990s and the early 2010s, is reshaping the fundamental rules of engagement, operations, and purpose in the world of commerce. Their unique worldview, shaped by growing up in an interconnected, digital environment with persistent social challenges, is driving a pivot in what businesses do, how they communicate, and the values underpinning every aspect of professional interaction. 

Author Biography

  • Kodirov Mirshod Mahmudovich

    Samarkand University of Economics and Service, Sunmoon university

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Published

2026-02-10

Issue

Vol. 43 No. 4 (2026): Modern education and development

Section

Articles