A Generation without Ontological Identity

The world of work today is experiencing a major upheaval. This shock is not due to machines or the presence of AI (artificial intelligence), but rather to a shift in the social-psychological subject of its actors, namely Generation Z.

This entity, like it or not, is the group that has been, is, and will fill today’s job market.

Thus, no matter how small their expressions in defining what is called work, they will have a significant impact on the institutions or agencies that employ them.

If we elaborate on Manuel Castells’ thesis about network society, Gen Z emerges as self-programmable labour.

However, behind that agility lies a deep yet critical sociological paradox. They are a generation with fluid identities that challenge the established order of conventional capitalism.

For some Gen Z, work is no longer just a habit or routine for earning a living.

Market research data on the workforce in 2026 shows a surprising phenomenon: this entity, more than 65% of them, views work as an identity project.

This means they do not seek high salaries as the primary priority, but rather comfort and space for self-actualisation.

Even if they truly pursue high incomes, it is only from their perspective on the identity they wish to express.

Here, Pierre Bourdieu’s concept of illusio finds its relevance. Gen Z has a different sense of ownership of the game.

They prefer to invest time in accumulating digital cultural capital—such as personal branding and coding skills—rather than pursuing loyalty to a single institution that has enabled them to earn income.

Consequently, they are subjects who are highly vulnerable to the sustainability of work itself.

Because for them, moving from one profession or job to another is a form of adaptation, not failure.

However, such agility is like two sides of a coin. On one side, they are highly adaptable to the gig economy based on output and projects.