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The rising costs of recruiting and hiring workers and the seismic shift of age demographics in the United States workforce has created much stir around the concept of generational cohorts. Although much has been done by researchers and practitioners alike to attempt a better understanding of each generational group’s leadership preferences, confusing and contradictory results has attracted much criticism. This critique has inspired efforts to look at the concept of leadership and followership preference through an alternative lifespan developmental lens. Because leadership influences are inherently social influences, a person’s overall lifespan development level may potentially provide a deeper perspicacity of the phenomenon than examining it from the more conventional generational cohort perspective. However, specific research into this area is lacking. This paper adds to the literature by uncovering what we are missing in research and practice when we look at age-related leadership phenomena solely from a generational cohort perspective. A review of the contradicting literature on generational cohorts and leadership is offered. Next, specific lifespan developmental theories are examined, and propositions and implications of such research are extended.

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales.

A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated.

The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment.

This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort.

Data were collected using a mixed methods approach of focus groups (n=49) followed by an online survey (n=627) of Baby Boomer, Generation X and Generation Y consumers. Focus group data were thematically analysed. Descriptive, ANOVA and factor analysis was conducted on the survey data.

The results show that most consumers only have a vague association with their generational label and profile and find it easier to characterise generations that are different to their own. Generation self-identity congruency is greater among members of the Baby Boomer cohort compared to the younger generations. Yet, even in the Baby Boomer cohort, generational identity is not homogenous among its members.

The results challenge the explicit use of generational labels and stereotypes in marketing strategy.

Given the immense interest and application of generational cohort segmentation, understanding whether and why consumers identify with cohort labels and profiles is critical. The paper questions the longevity of generational cohort analysis given the limited understanding and relevance of this concept to consumers.

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.

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.

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.

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.

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.

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.

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.

Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.

Measures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.

The findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.

The most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.

The study investigates the predisposition of generational cohorts toward entrepreneurship in an emerging economy as entrepreneurship has arguably become a panacea for unemployment and sustainable economic development.

The study adopts descriptive and cross-sectional survey designs. The study also employs quantitative approach to collect the data from 1,000 workers in 20 selected private and public organizations in Ghana. The data were analyzed using descriptive statistics, correlation and hierarchical regression techniques.

The results reveal that baby boomers and Generation Z (Gen Z) have a higher predisposition toward entrepreneurship, while Generation X (Gen X) and Generation Y (Gen Y) have a lower predisposition toward entrepreneurship. However, the study found that baby boomers are more predisposed to entrepreneurship than all the generational cohorts. Furthermore, a generation may become entrepreneurs regardless of their gender. Finally, individuals with higher educational qualification (i.e. masters and doctorate) are more likely to become entrepreneurs in a given generation.

The findings imply that entrepreneurial opportunities (such as ease of doing business, favorable business regulations, access to credit facilities, low interest rate, ease of registering business, start-up capital, etc.) should be created by government and its stakeholders to serve as stimuli for members of these generations (particularly baby boomers and Gen Z) to participate fully in entrepreneurial activities. In addition, the culture of “go to college and graduate with the expectation of government employment” and “job for life” should be discouraged to allow members of Gen X and Gen Y build up entrepreneurial mindsets.

This study contributes to generational cohorts and entrepreneurship literature by providing a perspective from the cultural and socio-economic background of an emerging economy. Additionally, this study demonstrates that irrespective of gender, one may become an entrepreneur and highly educated individuals tend be entrepreneurs.

The purpose of this paper is to use generational cohort and professionalism theories as the framework to examine the interaction between supervisor‐subordinate relationships, work‐family conflict, discretionary power and affective commitment at the work‐life interface for Northeast Brazilian public sector professional nurses.

Quantitative data were collected from 550 public hospital nurses in North‐Eastern Brazil. Path and multivariate analysis were used to test the hypotheses.

The findings demonstrate that the impact of the independent variables on affective commitment was statistically significant but low. The impact of NPM factors such as contracting out and multiple job‐holding was a major influence on affective commitment and work‐life interface across generational cohorts. The analysis revealed significant differences between generational cohorts and suggested that affective commitment may well be enhanced by improving the quality of the work‐life interface and consequently, the wellbeing of nurses.

This study is confined to the Northeast of Brazil and confined to public sector hospitals. The self‐reporting techniques used in this study to gather information may be open to common method bias.

The contribution of this research includes the provision of new information about the working context of professional nurses in Brazil, which is a fast growing BRICS economy where the issues surrounding the practice of nursing and nurse management are not well studied to date (i.e. NPM impact on nurse environment). North‐eastern Brazilian managers need to be more aware of generational differences and their impact on levels of affective commitment and the quality of the work‐life interface and wellbeing.

While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.

The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.

The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency

This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.

The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z).

The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3.

The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X.

The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts.

This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a predominantly younger population, to determine wine consumption longevity.

The target population was wine consumers in South Africa. Through convenience sampling, the data were collected in 2020 via a self-administered online questionnaire. In total, 20,997 fully completed the questionnaire. The age categories of the respondents were assigned to a particular age cohort to differentiate the market.

The age cohorts revealed five cohorts, namely, Gen Z: 18–24 years (11%); Young Gen Y: 25–34 years (32%); Mature Gen Y: 35–44 years (25%); Gen X: 45–54 years (17%); and Baby boomers: 55+ years (15%). Segmenting South African wine consumers based on their age cohorts revealed statistically significant differences based on their socio-demographics, wine preferences and consumption behavior. A typology of domestic wine consumers is consequently proposed: basic, budget conscious and image-oriented wine drinking Gen Z’s; experimenting and enjoyment-oriented wine drinking Young Gen Y-ers; aspirational and purposive wine drinking Mature Gen Y-ers; ritual-oriented, avid and conspicuous wine drinking Gen X-ers; and conservative, value-seeking and experienced wine drinking Baby Boomers.

This knowledge has important marketing implications and can create a greater appreciation for South African wines among the different age cohorts. The research shows the value of the generational theory in understanding wine consumers’ consumption and highlights the importance of analyzing different generations rather than solely focusing on one, as this could lead to mismanagement of resources.

This is one of the most comprehensive national surveys aimed at the South African wine consumer. The research fills the current literature gap regarding the characteristics of the different age cohorts and shows how wine consumption and preferences may change over time.