Generation X – employees aged roughly between 26 and 39 – will be the main labour force over the next 20 years. We call them mediators as they get along well with both the old and new generation. Employees of this generation have experienced and survived through several crises and know that only hard work ensures success.

Generation X is being motivated by the opportunity to do meaningful work and the ability to influence processes; working on the principle of partnership, rather than as a performer.

Another pillar of the labour market is the middle-aged generation – aged 40 to roughly 49 – that has been able to adapt, to get a new education and skills in a time of change when Latvia became an independent country and was adapting to western economies. Many of them were forced to learn a new profession and change their profile completely. This generation is being motivated by the opportunity to participate in large scale or international projects, lead a team and to participate in decision-making. It is important for them nowadays to maintain a work-life harmony.

And, finally, the generation of seniors over 50, which have significant expertise and are competence keepers: masters and the main mentors in many companies, especially in production, energetics and other technical sectors.

The current challenge is connected to those in their twenties. For them the most important goals are active self-realization and professional development as soon as possible. They are willing to do the work that is interesting to them, because life is enjoyable today. This is the most ambitious generation and the one that does not usually follow ‘authority’. Employers should be ready to help them in identification of their inner potential and perform motivational performance talks more often with them than with employees of any other generation. This is because youngsters feel less emotionally attached and loyal, and change jobs easily once they have lost interest.