Communication map of generation Z – intra-generational segmentation of preferences for the reception of labour law and social security content – an empirical study

The article addresses the issue of intra-generational dif­ferentiation in the reception of content related to labor law and social security among members of Generation Z. The author highlights the mismatch between tradition­al institutional communication models and the evolving information consumption styles characteristic of Gen Z. Importantly, Generation Z is not a homogeneous group – differences stemming from place of residence and educa­tional/employment status significantly influence the pre­ferred forms and channels of information acquisition. The aim of the study is to identify these differences in order to gain a deeper understanding of how members of Gen­eration Z engage with legal content. This understanding may serve as a foundation for more precisely tailored information and communication strategies by public in­stitutions. The study was conducted in January 2025 on a nationally representative sample of 370 individuals born between 1996 and 2006. The following research hypothe­ses were formulated: H1: Place of residence differentiates the sources of information related to labor law and social security. H2: There is a statistically significant relationship between educational/employment status and preferred sources of information. The research employed CATI and CAWI techniques, along with statistical analysis using the chi-square (χ²) test.

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