Work Motivation Across Employee Generations in Croatia

Purpose: Motivating employees has always been a challenge, particularly in today’s diverse workforce. Organizations must address the distinct needs of multiple generations coexisting in the labor market, each characterized by specific work attitudes, loyalty patterns, interpersonal dynamics, and motivational drivers, which may lead to generational gaps. The study examines the relationship between motivational factors and generational preferences among four economically active cohorts (Baby Boomers, Generation X, Generation Y, and Generation Z) in Croatia. Design/Methodology: A questionnaire-based survey was conducted in 2024 among employed individuals, exploring socio-demographic characteristics and motivational preferences. Data were collected using the snowball sampling method and analyzed through various statistical techniques. Findings: The study confirms some theoretical assumptions regarding generational differences but also identifies considerable overlap in motivational preferences, particularly related to external motivators, technological advancement, innovation, and work–life balance. Although certain distinctions exist, no statistically significant differences in overall motivation among generations were found. Practical implications: The findings highlight the importance of combining generation-specific approaches with universally relevant motivators to enhance employee engagement, satisfaction, retention, and organizational performance. Originality/Value: The paper contributes to the understanding of intergenerational motivational differences within a local segment of the Croatian labor market and offers practical insights for managers seeking to implement effective, evidence-based motivational strategies.