Digitization and Generation Z: Rethinking labour realities in Latvia

In the context of active digital transition, the issue of digitalization’s impact on the youth labour market becomes especially relevant. This article examines how changes brought about by the introduction of information technologies affect the professional activities and labour values of the younger generation in Latvia. The study is based on data obtained from surveys conducted among young people and working professionals, with a focus on analysing the risks associated with digitalization. The main goal of the article is to assess the risks arising on the path of digital transformation and to develop strategies for their reduction. The research tasks include: assessing internal and external risks related to the functioning of the youth labour market; exploring the career paths of young people and their work attitudes; analysing objective and subjective factors contributing to the entrepreneurial activity of the youth; examining the influence of the information environment on the self-determination of the youth and their professional development; determining preventive measures to minimize the negative consequences of digitalization on the labour market for young professionals. The subject of this study is the impact of digital transformations on the youth labour market in Latvia. The main research methods include a literature review, sociological survey, risk analysis, empirical analysis, and comparative analysis. Survey results conducted by the authors show that Generation Z values the flexibility and career growth opportunities that digitalization provides but also expresses concerns about the risks and uncertainties accompanying these processes. The findings indicate that to support young people and improve their adaptation to a changing market, modernization of the Latvian educational system is necessary. Special attention needs to be paid to the development of digital competencies and the integration of modern information technologies into educational programs. Furthermore, the study emphasizes the importance of creating favourable conditions for the development of entrepreneurial initiatives among the youth.