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Do Millennials pay attention to Corporate Social Responsibility in comparison to previous generations? Are they motivated to lead in times of transformation? A qualitative review of generations, CSR and work motivation

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  • Susanne Rank

    (Mainz University of Applied Sciences)

  • Francoise Contreras

    (Universidad del Rosario)

Abstract

The purpose of this qualitative review is to analyze empirical studies on whether the existing generations differ in their work beliefs, i.e. in their internal CSR perceptions and their leadership motivation, especially Generation Y (born after 1980), in contrast to previous generations. According to the literature review, there is some evidence demonstrating that Generation Y is slightly different from the preceding Generation X in their work beliefs in some internal CSR features. However, this generation is not as special as suggested in popular media. As most research is conducted in the USA and Europe, as well as a few studies in Asia and Africa, the necessity of conducting more empirical research in different cultures is highlighted. The research outlook shows important implications for human resource management (HRM) as to whether HRM needs to handle employees differently across generations, or a general change in work values is occurring in this disruptive twenty-first century.

Suggested Citation

  • Susanne Rank & Francoise Contreras, 2021. "Do Millennials pay attention to Corporate Social Responsibility in comparison to previous generations? Are they motivated to lead in times of transformation? A qualitative review of generations, CSR a," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-13, December.
    • Handle: RePEc:spr:ijocsr:v:6:y:2021:i:1:d:10.1186_s40991-020-00058-y
    DOI: 10.1186/s40991-020-00058-y
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    References listed on IDEAS

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    Cited by:

    1. Hildegunn Mellesmo Aslaksen & Clare Hildebrandt & Hans Chr. Garmann Johnsen, 2021. "The long-term transformation of the concept of CSR: towards a more comprehensive emphasis on sustainability," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-14, December.
    2. Jelena Titko & Anna Svirina & Tatjana Tambovceva & Viktorija Skvarciany, 2021. "Differences in Attitude to Corporate Social Responsibility among Generations," Sustainability, MDPI, vol. 13(19), pages 1-12, October.
    3. Qiulian Shen & Tao Jin & Dongwei Zhao & Yuxuan Du, 2023. "How Can Multinational Enterprises Effectively Implement Local Consumer-Oriented Corporate Social Responsibility (CSR) Strategies? A Multi-Perspective Study on the Differences in CSR Response Mechanism," Sustainability, MDPI, vol. 15(21), pages 1-16, October.
    4. Yasuhiro Kotera & Muhammad Aledeh & Annabel Rushforth & Nelly Otoo & Rory Colman & Elaina Taylor, 2022. "A Shorter Form of the Work Extrinsic and Intrinsic Motivation Scale: Construction and Factorial Validation," IJERPH, MDPI, vol. 19(21), pages 1-11, October.

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