Considering heterogeneity within assumed homogenous generational cohorts

Purpose - This study aims to address demographic variables believed likely to restrain or modify homogeneous attitudes and values purported as inherent in each generational cohort and associated with divergence of workplace preferences and expectations. Design/methodology/approach - Using a subsample of data collected from a larger study conducted as part of the General Social Survey and supported by the National Science Foundation, this study contributes to the emerging generational differences in literature by using Kruskal–Wallis tests in the analysis of five generational research questions. Findings - In one sense, the results of this study appear to reflect the mixed and confusing disarray of evidence regarding the influence of generational differences on job preferences and workplace behaviors. On only two of the five job characteristics in this study did generational cohort membership demonstrate beyond random chance divergence in generational preference. However, the analysis of the interaction of cohort membership and demographic covariates on these two job characteristics points toward merit in further examination of relationship of subgroup differences relative to overarching assumptions about generational attitudes and norms of behavior. Research limitations/implications - A number of limitations to the interpretation of this study merit reflection. First, given that the data for this study were cross-sectional in nature, the relationships in our study may be subject to temporal change. Second, the data were secured by self-report and is subject to all the limitations of self-reported data. Third, some of the demographic variables in this study were the result of aggregation in an attempt to secure adequate observations in each cell, and as such, important variance may have been concealed. Fourth, the study did not control for the confounding influence of age difference on cohort preferences. Practical implications - In a rush to adapt and develop different approaches to human resource management in hope of meeting the needs of successive generational cohorts, it behooves scholars and practitioners alike to acknowledge the confused state of research on generational cohorts and to question the assumed monolithic model of generational cohort job-related likes and dislikes. Social implications - This study would suggest that the assumed homogeneity of generational values and attitudes and their influence on the US workplace frequently fails to consider the heterogeneity evolving from the rural/urban characteristics where cohort members experienced adolescence. Originality/value - Scholars will appreciate the broad perspective presented in this study and the potential new avenues for research. For practitioners, the study provides valuable insights into the three dominant generational cohorts currently in the workplace, thus enabling practitioners to understand the underpinnings of performance and work climate with greater depth and breadth of perspective.