Generation Z in Georgia: Different Economic Choices and Career Aspirations

In Georgia, Generation Z – those born roughly between 1997 and 2012 – is already starting to make a real impact on the labor market. According to data from the National Statistics Office of Georgia, as of early 2024, people aged 20–29 made up about 15% of the country’s total population, indicating that their economic influence is only set to grow. But what exactly does this generation want? And is the market ready to meet their expectations?

Current trends show an interesting picture. For instance, among the beneficiaries of the “Produce in Georgia” program in 2023, around 40% of the startup-supported projects belonged to entrepreneurs aged 20–30. This shows that many young people in Georgia are trying not to stick to traditional career paths like government jobs or big corporations, but rather choose to start their own businesses.

Moreover, Generation Z representatives clearly prioritize different values. According to a 2023 survey conducted by the Georgian Innovation and Technology Agency, for 55% of young people, the most important factor in career choice is professional freedom and flexible working conditions. Only 28% cite salary as their top priority. Why is financial motivation declining so sharply? And what does this mean for businesses searching for new talent?

Technology and creative industries have become the fastest-growing segments. In the “Silicon Valley Tbilisi” program, launched in 2024, over 60% of participants were from Generation Z. Many of them work remotely for international clients, showing that global market access and removing geographical barriers are almost non-negotiable requirements for this generation.

However, the challenges are still clear. The unemployment rate for the 20–24 age group reached 34% in 2023 (Geostat), suggesting that despite new opportunities, the labor market still struggles to match the fast-evolving expectations of the youth. What barriers are holding young people back from fully realizing their potential?

The quality of education is another critical issue. According to the World Bank’s latest review, Georgian universities’ programs in fields like programming and artificial intelligence only partially meet the real demands of the labor market. How quickly do educational institutions need to adapt if Georgia wants its young talents to stay rather than look abroad?

The desire to migrate is, indeed, rising. A 2023 CRRC survey showed that nearly half (48%) of young people are considering studying or working abroad — a figure significantly higher than in previous years.

Today’s Georgia is witnessing Generation Z create new economic rules. They are choosing not just jobs but entire lifestyles centered around freedom, global connectivity, and personal growth. The real question is: can the country – especially its employers and education system – keep pace with these shifts?