Employee Motivation Strategies by Generation: A Comparative Analysis between Generation X, Millenials and Gen Z

Abstract

This paper analyzes how employee motivation strategies can be tailored to three distinct generational cohorts in the workforce – Generation X, Millennials (Generation Y), and Generation Z. It reviews the most recent research (2020–2024) on generational differences in work values and motivators, focusing on Europe and Moldova. The research employs a comparative approach to determine key motivators for each generation (e.g., financial rewards, work-life balance, career growth, recognition) and concludes in common and different features. The results show that all generations enjoy and need meaningful and secure work, while Generation X cares less about purpose and more about job security and independent work; Millennials want purpose and development, as well as work-life balance; Generation Z wants continuous feedback, technology, and social impact, but is largely motivated by financial stability in an economically uncertain world. A comparison of the motivators is tabled. The paper provides practical suggestions for companies in Moldova to design multigenerational motivation strategies – such as flexible benefit schemes, mentorship programs, and personalized recognition – in organizations like Kaufland to improve engagement and performance across age groups. CZU: 005.961:316.42; JEL: M52, M12