Dr. Claire Madden

Do the younger generations have a work-ethic? How do we span the gaps in a workforce made up of the “hard-working, get the job done” Boomers and Gen Xs, alongside the “find a faster way, wellbeing and flexibility focused” Gen Ys and Gen Zs? Dr Claire’s PhD focused on understanding how to activate the motivation of Gen Z at work. For our organisations to adapt to the future of work, it is critical that we can effectively engage all generations in the workplace. In this interactive and engaging session, Claire will provide research-based insights into how to practically shape a workplace culture that activates the motivation of the generations at work.

Gen Z and Gen Alpha have emerged as influential consumer groups, bringing their
transformed expectations as customers. They are our household influencers, with 4
in 5 parents admitting that Alpha kids significantly influence family purchases. With
shorter attention spans and elevated expectations as customers, younger
generations expect faster delivery, sustainable practices, free returns, online access
to brands and immersive offline experiences. In this session, Dr Claire will unpack
key trends to understand how to unlock the emerging generations and engage
effectively with this cohort to be a growing segment of your consumer base.

Today’s classrooms are filled with digital natives who think, learn, and connect in
entirely new ways. Generation Z and Generation Alpha bring fresh perspectives,
short attention spans, strong values, and a desire for authentic connection and
belonging, and a need for relevance and understanding the ‘why’ in everything they
do — including education.

This session explores what motivates and engages these emerging generations as
learners. Drawing on current research, real-world examples, and practical strategies,
Dr Claire will unpack how educators and institutions can create meaningful learning
experiences that resonate with Gen Z and Gen Alpha’s unique characteristics. From
understanding the social, technological and cultural forces shaping the worldview of
the emerging generations, to fostering belonging, collaboration and purpose-driven
learning, participants will be equipped to align teaching practices and approaches
with the evolving needs and expectations of today’s students.

A motivated workforce is a competitive advantage and strategic asset in any
organisation. Investing in our workplace culture and understanding the factors that
activate the motivation of staff across the generations can lead to higher retention,
improved productivity and better business outcomes. The focus of Dr Claire’s PhD
was on understanding what motivates Gen Z at work, and as part of this developed
the ‘Optimal Performance Matrix’.

Understanding how to ensure the relational and role satisfaction needs of our teams are supported in our workplaces can move staff from being unsupported workers to optimal performers. In this research-based, engaging session, Claire will provide practical tools to help leaders, managers and teams to prioritise key aspects of workplace culture to cultivate an environment of high performers.