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The period of transition to democracy in which Generation Z members in Bulgaria grew up was characterised by profound changes in the economic and social system of the country, with frequent episodes of chaos and instability resulting in a long-term demographic decline. At the same time, the years of their adolescence have been marked by globalisation processes and the rapid development of digital technologies opening countless opportunities for work, study and travel to this group of young people.

Although research on Generation Z in Bulgaria is scarce, in this chapter, we have attempted to draw a portrait of the typical representative of the young generation based on the results of a couple of empirical surveys. Decreasing social orientation, less focus on sustaining interpersonal relationships and lower self-confidence and initiative are among our most remarkable observations making this generation of young people rather different than previous ones. Furthermore, Generation Z members were found to be quite demanding at work requiring stress-free working conditions, good work–life balance, opportunities for competency development and adequate pay from employers. This certainly creates a serious challenge for Bulgarian employers who might have to change their standard human resource practices in order to attract and retain the potential of this new group of employees. Generation Z members could be a source of innovation, meaningfulness and flexibility for the Bulgarian labour market and because of that they certainly need to be studied in more detail.

The importance of well-being at all ages is well-argued theoretically and experimentally, with it having a special place during adolescence and young adulthood, largely because of its association with mental health. Thus, it is important to better understand influences affecting the well-being of Generation Z and explore plans for adequate interventions. In addition, with factors pointing to high psychological well-being among Gen Zers, there are grounds for positive expectations for this generation. This can help optimize programs to improve mental health at a young age, which has important implications for the whole life spectrum.

Having good relationships with friends and a trusting romantic partnership are extremely important for members of Generation Z. In social relationships with other young people, they experience solidarity and support with problems and crises, and learn to stand by others. Young people are therefore intensely concerned with how to enter into relationships and their expectations of them. Overwhelmingly, what they are looking for in friendships is similar across cultures – a set of shared values and similar hobbies. For romantic relationships, though, shared values and close proximity are key.