This article aims to understand the identity of generation Z in the management of startups. For THE exploratory research of a qualitative nature, semi-structured interviews were used for the data collection, along with the application of exercise-stimulus. The research subjects were five leaders of startup firms already operating on the market, belonging to generation Z. The resulting data were analyzed using the software Atlas IT. The results show that the characteristics attributed to generation Z that most influence the management are self-confidence, optimism, immediacy, ability to multi-task, concern with job satisfaction, doing what one likes and facing the challenges inherent to success. In addition to these, new traits of the generation Z managers included, courage and impulsiveness, as well as evidence of optimism and confidence. The age factor might explain possible management errors, reinforcing the importance of a horizontal hierarchy. The interviewees talked about startups as types of business that were aligned with the development of the entrepreneurial spirit of this generation. On the other hand, they rejected the standard representation of startups as firms that rely on a single innovative idea, and warned of the need for knowledge, experience, good management, a good network of contacts, and teamwork.