2018
DOI: 10.1177/1098048218768595
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Generation-Z Enters the Advertising Workplace: Expectations Through a Gendered Lens

Abstract: Generation-Z (Gen-Z) is entering the workforce with differing personal and professional expectations from previous generations. Further, those expectations tend to vary by gender. At the same time, workplace environments, and the social structures that underpin the workplace, are slow to change. Advertising is no exception. As educators, we are just beginning our encounter with Gen-Z and their differing habits and expectations. Further, while these young women and men share many common experiences and expecta… Show more

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Cited by 74 publications
(71 citation statements)
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“…A joint study by a Network of Executive Women (NEW) and Deloitte (2019) predicts that Generation Z surpasses the millennials with more than one-third of the population identifying themselves as Generation Z, therefore, understanding the new cohort and devising strategies to accommodate the new generation into the workplace assumes significance. Every cohort distinguishes itself from the rest of the generations concerning expectations, experiences, values, education, family, lifestyle and work ethics (Williams and Page, 2011;Grow and Yang, 2018), context, and behavior (Francis and Hoefel, 2018), significantly affecting the industry and the organization. Therefore, understanding the differences in the cohort and what differentiates Generation Z from the remaining cohort can help organizations successfully onboard the new generation.…”
Section: Introductionmentioning
confidence: 99%
“…A joint study by a Network of Executive Women (NEW) and Deloitte (2019) predicts that Generation Z surpasses the millennials with more than one-third of the population identifying themselves as Generation Z, therefore, understanding the new cohort and devising strategies to accommodate the new generation into the workplace assumes significance. Every cohort distinguishes itself from the rest of the generations concerning expectations, experiences, values, education, family, lifestyle and work ethics (Williams and Page, 2011;Grow and Yang, 2018), context, and behavior (Francis and Hoefel, 2018), significantly affecting the industry and the organization. Therefore, understanding the differences in the cohort and what differentiates Generation Z from the remaining cohort can help organizations successfully onboard the new generation.…”
Section: Introductionmentioning
confidence: 99%
“…Work-related communication via social media may provide the necessary support for employees. Likewise, previous studies confirm that employees of the Gen Z highly value communication at work (Grow & Yang, 2018;Reddy & Dawlinmaria, 2020). The representatives of this cohort highly appreciate the efficient transmission of information in the authority lines.…”
Section: Framework: Digital World and Gen Z's Workplace Expectationsmentioning
confidence: 57%
“…Based on the generational cohort theory, individuals might be split into segments regarding their ages [99]. Within each generational cohort, individuals can differentiate themselves by having comparable experiences, expectations, values, goals, skills, features, and lifestyles [100,101], where these individuals will remain reasonably constant throughout their lives [99].…”
Section: The Moderation Role Of Generationmentioning
confidence: 99%