Influência das expectativas profissionais da geração Z na evolução da cultura organizacional: estudo do Grupo AT

Abstract

This Final Course Work (TCC) investigates the influence of the professional expectations of generation Z on the evolution of organizational culture, recognizing that the entry of new generations into the job market has led to significant changes in values, practices and forms of interaction within organizations. Generation Z, composed of individuals born after 1998, is characterized by familiarity with digital technologies, appreciation of flexible environments and the search for continuous development, aspects that directly impact contemporary organizational dynamics. The objective of the research is to analyze how the professional expectations of generation Z impact organizational culture, to identify the characteristics and values of these young professionals, to understand the cultural changes resulting from this interaction and to relate these transformations to the vision of the company's owner. To achieve this objective, a qualitative, descriptive and applied approach was adopted. The study was developed based on a case study in a sales consultancy company located in Chapecó, Santa Catarina. Data collection was carried out through non-participant observation and semi-structured interviews recorded with professionals from Generation Z and the company's owner-manager. The data were analyzed using the content analysis technique, according to the procedures systematized by Bardin (2016), with the support of the Atlas.ti software, which made possible the segmentation and coding of statements according to previously defined thematic axes. The results reveal that Generation Z's expectations direct to transformations in organizational culture, promoting greater flexibility, valuing well-being and encouraging continuous development. The role of the owner-manager is decisive in this process by adopting a stance that is open to new generational demands and adjusting institutional practices and values in response to these transformations. The relevance of this study is associated with the growing need for organizations to adapt to the changes brought by the predominant presence of Generation Z in the job market. The choice of the theme is also justified by the scarcity of empirical research that explores the interaction between professional expectations and organizational culture in medium-sized companies located outside large urban centers, contributing to the construction of management strategies that are more sensitive to changes in the world of work.