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Purpose. The purpose of the article is to identify the characteristics, priorities and values of the modern generation of youth for their subsequent consideration in the process of transformation of the educational process of vocational educational institutions.Methodology. In their study the authors rely upon the conceptual and categorical terminology, global laws of the development of society and other basic statements of the theory of generations of N. Howe and W. Strauss, as well as studies of their supporters and followers. The information and empirical basis for the analysis was the research data presented on the official website of the Federal State Statistics Service of the Russian Federation, Russian public opinion research center and such commercial organizations as Sberbank and Validata. Moreover, the authors' study is based on the analysis of e-content of social networks of youth from different countries. The methodological basis of the recommendations proposed by the authors of the study was valid developments, concepts and hypotheses presented in the publications of domestic and foreign scientists, reflecting the practice of functioning of educational institutions under the development of smart technologies. The development and justification of practical recommendations were carried out on the basis of the implementation of general scientific approaches: dialectical and historicallogical; under system approach methods of comparative and logical analyses were used to write this article.Results. As a result, the authors have identified the portrait and its features, values and priorities of a typical representative of Generation Z. Post-material values significantly transform the labor market, the market for educational services and the economy as a whole. The authors focus on the properties of the generation that influences the entry into the labor market and their competitiveness on it.Conclusions/recommendations. In the conclusion the authors of the article highlighted generation behavior, peculiarities and values of Generation Z due to modern digital environment, development and the widespread introduction of smart technologies. The recommendations of the educational process with representatives of Generation Z are given.Keywords: Generation Z Á Theory of generations Á Post-industrial society Á Society of knowledge Á Educational process Á Educational modules

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