Generational differences at the workplace dissected in new e-book series

Source: Universum. Cover for Brave New Workplace.

The INSEAD Emerging Markets Institute has released Brave New Workplace, the first of three new Generations Series e-books in collaboration with employer branding specialist Universum, Singapore-based think tank The HEAD Foundation and MIT Leadership Centre.

As organisations seek to optimise the work environment and policies for multigenerational workforces, generational differences may play a significant part - or they may not. Focusing on the behaviours and attitudes of Gen X, Gen Y and Gen Z, Brave New Workplace explores how these three generations are reshaping the nature of work and workplace culture.

Growing up digital, say some, has so influenced younger generations that it has given them a permanently different outlook than their older peers. Gen X says Gen Y cling to childhood even as adults. Millennials (Gen Y) characterise their Gen X peers as nihilistic and disdainful. Neither has fully formed their opinions about Gen Z, who are on the cusp of entering the workforce.

“Regardless of opinion about the members of this age group, the inclusion of Gen Z in to the labour market will initiate a new era in workplace culture; their presence will disrupt the nature of work as we know it today and therefore understanding the new multigenerational workforce must not be treated as an afterthought,” said Universum CEO, Petter Nylander. He continued “Gen Z are set to account for around 20% of the adult workforce by 2020, knowing how to harmonise and steer a workplace that includes these three generations should be a top priority for any employer.”

The research questions these generalisations. Are younger generations truly so different? Or is it possible that as they age and gain experience at work, they begin to behave a lot like their older peers? Based on a survey of over 18,000 students and professionals from 19 countries – spanning Gen Xers who’ve been in the workplace for two decades to Gen Z students – Brave New Workplace can now share data about preferred work styles, leadership qualities, and hopes and fears about future careers.

“Today’s workplace is an interesting assortment of multigenerational values, approaches to technology, leadership styles and workplace preferences. Through this global study spanning the three generations, we seek to understand how each group can best be motivated, managed, led and encouraged to lead, for optimal results,” said Henrik Bresman, Associate Professor of Organisational Behaviour; Academic Director, INSEAD Global Leadership Centre; Senior Advisor, The HEAD Foundation. 

“This study shows that as far as the need to identify with a company’s culture and values, there is no perceptible difference between the three generations. On the other hand, in terms of whether they have an optimistic or pessimistic outlook towards their work, there is a clear generational divide.”

Vinika Rao, Executive Director of INSEAD Emerging Markets Institute, added, “One dimension that demonstrates both a clear generational divide as well as a geographical one is the aspect of challenges that women face at work. Organisations therefore need to avoid overgeneralisations such as blanket initiatives targeting women. Managing a multigenerational, diverse workforce entails a careful study of how workplace measures are perceived by different employees.” 

Interested?

Download the Brave New Workplace e-book

Two more e-books are in the pipeline. Focusing on the topics of technology and leadership, these eBooks will be released in the coming months and include research that not only offers insights about the preferences and values of individual generations, but also point to how employers can integrate and manage a multigenerational workforce. 

Gen Z perspectives are different from Millennials'

A panel discussion on Generation Z at the Global Islamic Economy Summit has highlighted the characteristics of the generation after Millennials. Gen Z individuals have not experienced a time without the Internet or mobile phones, and other than being more technologically savvy, also have clear differences in outlook.

“The group is increasingly on the radar of governments who are beginning to question whether the existing education and employment ecosystem can cater to their expectations,” said Sunil John, CEO, ASDA’A Burson-Marsteller. John quoted from the ASDA’A Burson-Marsteller Arab Youth Survey 2016, which found that most young Arabs – 58% – want to further their education, and that more than a third of young Arabs – 36% – want to start their own businesses. Traditionally, young Arabs have looked to the government to provide them with jobs.

“These findings are really interesting in terms of the Gen Z effect,” he said. “If you really look at it, these are very positive findings. Government will see light at the end of the tunnel. They will see a young generation that has a hunger to be successful; people who have an appetite for education, and who want to start their own businesses.”

John added that change will not be gradual. While 95% of nationals in the UAE for example work in the public sector today, depressed job markets and unemployment rates in countries such as KSA mean that the public sector cannot continue as the main employer for long.

Marcie Merriman, Executive Director, Growth Strategy and Retail Innovation at Ernst & Young contrasted Generation Z and Millennials. Millennials, she said, expect companies to do the heavy lifting, and patronise firms they respect in terms of environmental and sustainable practices.

“When I talked to Generation Z, however, who I originally thought of as young Millennials, I began to see something very different: they immediately talked about what they were doing about the environment, as opposed to what the companies were doing.

“The key difference between these two groups, apart from age, was their self-awareness. Gen Z see themselves as having responsibility for their ecosystem, whereas Millennials were looking at others to do things.”

Commenting on their choice of employers Merriman said: “Gen Z has seen what has happened with Millennials. They say this isn’t going to happen to us, we’re not going to let other people tell us what to do. We’re going to take charge of it. And that’s what underlies the entrepreneurial spirit. They have nothing to lose.”

Amani Al Khatahtbeh, founder of Muslimgirl.net, a US website for Muslim women and herself a Millennial, agreed. “For Generation Z, a lot of industries are outdated. They want to be disruptors. They want to flip these institutions upside down, and that gives us a lot of hope.”