Generation Y - Vad händer när individualisterna tar över
Background: At this present moment, one of the largest changes in the Swedish employment market is occurring, as the people born in the 1940's are retiring. The Generation Y, people born in the 1980's, will enter. Will this have an affect on motivation and leadership, and in that case, in what way Aim: The purpose of this essay is to investigate whether or not Generation Y (born in the 1980's) has an effect on the perceptions on how to lead and motivate employees. Based on research and our empirical results from qualitative interviews at one of Sweden's largest banks, our research questions are:1. Are executives' and employees' perceptions regarding Generation Y in line with previous research 2. Based on the answer to question 1: is Generation Y affecting perceptions regarding leadership and motivation Results: We found three characteristics of Generation Y, which are similar in interviews: impatient, questioning and demanding feedback. Based on this, our analysis shows that there is perhaps some over-democratization of the leadership. Challenging assignments, possibilities for personal development and most importantly, a requirement for more continuous feedback on an every-day basis, are examples of how to motivate Generation Y. Conclusion: Since feedback seems to be an important issue for Generation Y, we suggest leading as a coach, based on the individual rather than the collective group.