The research is aimed at studying the first generation born and raised in developing digital society – the generation Z. This age cohort is considered according to the class factor of the generation, with the social group of cognitariate highlighted. Cognitariate is a specific group of information product creators from the middle class. It determines their leading role in the development of the digital society. The purpose of the research is to identify characteristic features of cognitarian centennials. The subject is the specificity of the Russian cognitariate among generation Z representatives. Using communicational approaches, the author has identified traits of centennials based on the analysis of quantitative and qualitative studies. Among them are pragmatism, aspiration to creative work, high incomes and entrepreneurial activity. Generation Z representatives from the cognitariate have a tendency towards personal responsibility, self-actualization. Despite being pragmatic, they show deep understanding of complicated ethical topics. There are also negative qualities associated with the digital environment and natural to the generation Z in general. It is noted that the aspirations of the Russian cognitariate are constructive. One of their main goals is the development of society. This study has an applied value in educational field, in adaptation of educational programs to improve the students’ efficiency, in adaptation of young specialists in enterprises and in strengthening of intergenerational bonds.
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