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Seeks to undertake research of Generation X women in high technology in order to determine what type of corporate environment would support their needs for professional success, personal fulfillment, and sustain longer‐term employment.

This qualitative study looked at high‐potential Generation X women (born between 1965‐1980) within the high‐technology industry and explored their relationship with work which means how they interact with bosses, peers, subordinates, and the corporate culture.

The study found that, for Generation X women, personal fulfillment was intrinsically connected to professional success, and that they wanted support from their companies in terms of mentors for guidance and development, opportunities to excel, recognition for efforts, relationships, and flexibility to achieve work/life balance.

The sample size was small and, while the research applies to the high‐technology industry, care would need to be taken in wholesale application to all industries. The way Generation X women perceive the importance of work/life balance carries implications for corporations in terms of training, development, promotional practices and corporate culture.

If companies can provide a cultural environment to support attainment of professional success and personal fulfillment as defined by these women, it may provide a link to longer‐term employment, reduced employee turnover, and improved bottom line corporate performance.

The purpose of this study is to analyse the background and consequences of the Spanish job market on the employment conditions of Spanish women and on underlying attitudes on gender role in the working environment.

From the European Social Survey (2004, 2008, 2010, 2016), the authors draw a sample of 3,706 individuals aged from 25 to 64 years old living in Spain. The sample allows the authors to make estimations from several aggregation levels depending on gender (men and women) and generational cohort (baby boom and X generation).

Education improves the perception of women’s work among both men and women. The role of education is especially interesting for older people. Educational levels help women adapt to a changing context, promote female participation in the job market and protect them from unemployment situations. This study demonstrates that both gender and generational cohort moderate the impact of education on gender labour attitudes and working status.

Finally, this work is not exempt from limitations. For example, the use of cross sections does not allow the authors to obtain a richer set of causal relationships than the use of panel data would allow them. In addition, it would be interesting to replicate the study of gender labour attitudes among human resource managers and workers to have a broader view of what happens within companies.

The main contribution to the state of the art is to demonstrate that both gender and generational cohort moderate the impact of education on gender labour attitudes and working status. In addition, this study analyses whether gender labour attitudes change throughout the economic cycles, because population characteristics change (endowment effect) and/or because the same characteristics have different impacts (coefficient effect).

The purpose was to examine the development of transformational and transactional leadership skills among Generation X collegiate student organizational officers and members. This study looked at the organizational structure of each group and member’s gender to determine if these variables were related to leadership style. In this correlational study 190 college students between the ages of 18-22 from two different leadership organizations were given the Multifactor Leadership Questionnaire (Bass & Avolio, 1995). Significant relationships were found between the transformational leadership scores and gender. It was found that female student leaders tended to be more transformational than male student leaders. Males had a tendency to portray transactional leadership skills. The type of organization did not influence what type of leader emerged. Although Generation X attributes suggest all members are more transformational, it was concluded that gender continues to have a significant impact on the development of student leader transformational leadership skills.

to examine consumers' perceptions of retail brand representations of gender-oriented and/or sexuality-oriented identities. The authors explore the value of developing more progressive, inclusive brand values to support more effective retail brand communications and imagery.

Photo elicitation, utilising LGBTQIA+/sexuo-gendered imagery from retail brand marketing communications, facilitated discussion within focus groups representing various genders, age generations and sexualities.

Younger generations indicate a preference for fluid gender and sexuality and endorse retail brands that represent this progressive understanding. Gender and age moderate preferences for representative imagery, with older males more resistant to sexuo-gendered messages and females of all ages more accepting.

The research is limited in generalisability, geography and demographics. The focussed approach did, however, enable collection of rich, insightful data to underpin evaluations of communicative brand values.

The inclusion of diverse and fluid sexuo-gendered identities within the brand values of retailers would enable effective targeting of consumers across a range of more traditional cohorts.

The evolving ideology towards inclusiveness, identified within the generational cohorts, demonstrates social change through progressive acceptance of more fluid gendered and sexual identities.

The research adopts a novel approach to examining diverse, sexuo-gendered imagery within gendered and generational cohorts, offering qualitative examples of a progressive social ideology.

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.

This study aims to examine the phenomenon of self-perceived age (SPA) identity for Generation X (GenX) women in the UK. Squeezed between the more ubiquitous “boomer” and “millennial” cohorts, and now with both gender and age stigma-related challenges, this study looks to provide insights for understanding this group for marketing.

This study adopts an existential phenomenological approach using a hybrid structured/hermeneutic research design. Data is collected using solicited diary research (SDR) that elicits autoethnographic insights into the lived experiences of GenX women, these in the context of SPA.

For this group, the authors find age a gendered phenomenon represented via seven “age frames”, collectively an “organisation of experience”. Age identity appears not to have unified meaning but is contingent upon individuals and their experiences. These frames then provide further insights into how diarists react to the stigma of gendered ageism.

SDR appeals to participants who like completing diaries and are motivated by the research topic. This limits both diversity of response and sample size, but coincidentally enhances elicitation potential – outweighing, the authors believe, these constraints. The sample comprises UK women only.

This study acknowledges GenX women as socially real, but from an SPA perspective they are heterogeneous, and consequently distributed across many segments. Here, age is a psychographic, not demographic, variable – a subjective rather than chronological condition requiring a nuanced response from marketers.

To the best of the authors’ knowledge, this is the first formal study into how SPA identity is manifested for GenX women. Methodologically, this study uses e-journals/diaries, an approach not yet fully exploited in marketing research.

Understanding generational differences is basic to marketing fashion items to different generations. A company that can understand these differences will be able to create better products that speak to generations and learn how to better advertise and market to these generations. This paper represents findings of 453 surveys from members of Generation X and Generation Y, mall observation and industry interviews. It examines the motivations of each generation for purchasing fashion related items and concludes by explaining reasoning for these differences and gives suggestions to better reach these markets. Results indicate that marketers must learn the overall perception that each generation has of itself, and market based upon these views. In addition, results indicate that despite the different needs and wants a generation may have while they are young, every generation will eventually need and want the same kinds of items.

The purpose of this paper is to examine, utilising the Kaleidoscope Career Model, whether members of the Baby Boom generation and Generation X differ in their needs for authenticity, balance, and challenge.

Survey data were obtained from 982 professionals located across the USA. Correlations, t‐tests, and multiple regressions were performed to test the hypotheses.

Members of Generation X have higher needs for authenticity and balance than Baby Boomers. There was no difference in needs for challenge between Baby Boomers and members of Generation X.

A limitation in the study, as well as in most of the research on generational differences, is the use of cross‐sectional designs that fail to capture the influence of the aging process. A longitudinal, multi‐survey design over the lives of individuals would enable scholars to capture within‐ and between‐person differences and to permit a better understanding of whether differences are in fact due to generational effects or to aging.

Knowledge of the differences and similarities among the various generations in the workforce can help organizational leaders make important decisions about human resource policies and practices.

Many studies in the popular press stress the prevalence and importance of generational differences in the workplace. However, the little academic research that has been conducted has shown mixed results. The study uses the theoretical framework of the Kaleidoscope Career Model to examine generational differences in work attitudes.

The paper seeks to determine what tomorrow's employees (i.e. graduates) are seeking from SMEs in terms of organizational satisfaction and value characteristics.

A survey of 55 university students who identified SMEs as their best opportunity for their career goals is shown. The survey utilized tested measures of organizational satisfaction and values.

The paper finds that Generations X and Y are seeking equivalent values and satisfaction outcomes from SMEs. It is seeking very caring, environmentally concerned, and sensitive SMEs. Tangible and intangible benefits, empowerment and respect, workplace involvement, concern for employee welfare and supportive management are critical.

The paper shows that when researching one can differentiate between what graduates are looking for from their SMEs as opposed to organizations in general. Future research could analyze SME versus MNC or other organizational forms.

The paper implies that in the recruiting process SMEs need to focus on various outcomes that graduates seek in order to attract and retain the best potential employees. There appears to be little need to tailor the workplace for Generations X versus Y.

A series of outcome variables has been specifically identified for graduates who want to work in SMEs.

Over the years, many upstream health policies have sought to reduce smoking across populations. While smoking has been substantially reduced, the effects of these policies on education-smoking gradient remain unclear. The present paper compares the education-smoking gradient among the Generation X and the millennials, who grew up with different types of upstream policies.

The study relies on regression analysis. The data are from the Canadian Tobacco, Alcohol and Drugs Survey of 2017, with the sample restricted to those born between 1965 and 1995.

At the zero-order, the education-smoking gradient has not significantly flattened from Generation X to millennials. And, accounting for the channels of impact of education on smoking does not substantially change this pattern.

The implications for health inequalities associated with socioeconomic status, and tobacco consumption reduction policies, are discussed.

This paper is the first study of the kind using Canadian data.