Work-related values: A comparative study of individuals of the Generation Y from different socioeconomic classes in Brazil
DOI:
https://doi.org/10.7213/rebrae.11.001.AO05Palavras-chave:
Intrinsic rewards. Extrinsic rewards. Altruism. Social rewards. Leisure.Resumo
This study analyzes the characteristics and, mainly, the work-related values of Brazil’s Generation Y from different socioeconomic classes. This theme has become more relevant since, in recent years, these young people have entered or are about to enter the labor market – a movement that is allegedly generating numerous conflicts in organizational environments. The main question that guides this research is: Do Generation Y individuals from socioeconomic classes “A” and “B” have different values in relation to those from classes “C,” “D,” and “E”? From the theoretical perspective, the concept of generations was studied, with emphasis on what has been defined as Generation Y globally as well as in the Brazilian context. In relation to values, the difference between attitudes and motivations was first established and, then, work-related values were studied, which are: leisure, intrinsic, altruistic, social, and extrinsic. The questionnaire was translated into Brazilian Portuguese and, later, back translation and content and face validity were carried out. The responses were divided into two groups: 137 answers from classes A and B and 91 answers from classes C, D, and E. Exploratory factor analysis was used to identify the order of importance of the values as well as MANOVA to detect differences between the groups. Afterwards, f-tests and t-tests were performed for all items individually in order verify whether any differences between the items were observed in the two groups. It was established that individuals from socioeconomic classes A and B do not have different work-related values from the individuals of classes C, D, and E. In addition, values that provide intrinsic and extrinsic rewards were the most valued by Generation Y. Another result is that young people from classes A and B do not predominantly have values related to social rewards, when compared to classes C, D, and E. The opposite was observed. There were no significant differences in work-related values between individuals of Generation Y from socioeconomic classes A and B and C, D, and E; nor was there predominance of the first group in relation to social rewards. This study broadens knowledge about Generation Y, reinforcing that the more-prominent values refer to those that provide intrinsic and extrinsic rewards. Moreover, it tackles the problem of comparing social stratum in the State of São Paulo.
Downloads
Referências
ASSOCIAÇÃO BRASILEIRA DE EMPRESAS DE PESQUISA (ABEP). 2015. Available from: http://www.abep.org/criterio-brasil. Last accessed: Sep/2017.
ALMEIDA, F. J. R.; SOBRAL, F. J. B. de A.. O Sistema de Valores Humanos de Administradores Brasileiros: Adaptação da escala PVQ para o estudo de Valores no Brasil. Revista de Admin-istração Mackenzie (online), v.10, n. 3, 2009.
AMBLE, B. Aggressive managers get ahead faster. Management issues, 2003.
CENNAMO, L.; GARDNER, D. Generational differences in work values, outcomes, and per-son-organization values. Journal of Managerial Psychology, v. 23, n. 8, p. 891 – 906, 2008.
FERREIRA, A.; DEMUTTI, C. M.; GIMENEZ, P. E. O. A Teoria das Necessidades de Maslow: A Influência do Nível Educacional Sobre a sua Percepção no Ambiente de Trabalho. XIII SemeAd, p. 1 – 17, 2010.
HAIR, J. F.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C.; BABIN, B. J. Análise Multivaria-da de Dados. 6ª ed. Porto Alegre: Bookman. 2009.
HAY GROUP. Geração Y. 2009. Available from: http://www.haygroup.com/br. Last accessed: May/2017.
HAYS. Geração Y e o Mundo do Trabalho. (2015). Available from: http://www.hays.com.br/cs/groups/hays_common/@br/@content/documents/digitalasset/hays_1352257.pdf. Last accessed: Sep/2017.
GRIFFIN, M. D. Millennials Rising: The Next Great Generation, Journal of Consumer Market-ing, v. 19, n. 3, p. 282 – 285, 2002.
HOWE, N.; STRAUSS, W. Millennials Rising: the next great generations. New York: Vintage Books, 2000.
HOWE, N. Millennials go to college: strategies for a new generation on campus: recruiting and admissions, campus life, and the classroom. Washington, DC: American Association of Collegiate Registrars and Admissions Officers, 2003.
HOWE, N. The next 20 years: how customer and workforce attitudes will evolve. Harvard Business Review, v. 85, n .7-8, p. 41-52, 2007.
IBGE. CENSO 2010. (2012). Available from: http://www.ibge.gov.br. Last accessed: May/2017.
INSTITUTO BRASILEIRO DE OPINIÃO PÚBLICA E ESTATÍSTICA (IBOPE). Gerações Y e Z: Juventude Digital. (s.d.) Available from: http://www4.ibope.com.br/download/geracoes%20_y_e_z_divulgacao.pdf Last accessed: Set/2017.
KOWSKE, B. J., RASCH; R.; WILEY, J. Millennials’ (lack of) attitude problem: An empirical examination of generational effects on work attitudes. Journal of Business and Psychology, v. 25, n. 2, p. 265 – 279, 2010.
MARTIN, J.; SCHMIDT, C. How to keep your top talent. Harvard Business Review, 2010. Available from: https://hbr.org/2010/05/how-to-keep-your-top-talent. Last accessed: Set./2017.
LEMOS, Ana Heloísa da Costa. Juventude, gerações e trabalho: ampliando o debate. Organi-zação & Sociedade, v.19, n. 63, 2012.
LOMBARDÍA, P.G.; STEIN, G.; PIN, J.R. Politicas para dirigir a los nuevos profesionales: moti-vaciones y valores de la generacion Y. 2008. Available from: http://www.iesep.com/Descargas/spdf/Gratuitos/R130.pdf. Last accessed: Jul/2017.
KLIKSBERG, B. O contexto da juventude na América Latina e no Caribe: as grandes interroga-ções. Revista de Administração Pública, v. 40, n. 5, p. 909 – 942, 2006.
KULLOCK, E. Qual o perfil de carreira da Geração Y?Revista Exame, 2014. Available from: http://exame.abril.com.br/carreira/noticias/qual-o-perfil-de-carreira-da-geracao. Last ac-cessed: Sep/2017.
KULTALAHTI, S.; VIITALA, R. L. Sufficient challenges and a weekend ahead – Generation Y describing motivation at work. Journal of Organizational Change Management, v. 27, n. 4, p. 569 – 582, 2014.
MACKY, K.; GARDNER, D.; FORSYTH, S. Generational differences at work: introduction and overview. Journal of Managerial Psychology, v. 23, n. 8, p. 857 – 861, 2008.
MAROCO, J.; GARCIA-MARQUES, T. Qual a fiabilidade do alfa de Cronbach? Questões antigas e soluções modernas? Laboratório de Psicologia, v. 4, n. 1, p. 65 – 90, 2006.
MASTROLIA, S. A.; WILLITS, S. D. Millennials: What Do We Really Know About Them? Ad-vances in Accounting Education, v. 14, p. 45 – 72, 2013.
MEGLINO, B. M.; RAVLIN, E. C. Individual values in organizations: concepts, controversies, and research. Journal of Management, v. 24, n.3, p. 351 – 389, 1998.
MELO, L. Empresas ainda não compreendem a geração Y, diz estudo? Revista Exame, 2014. Available from: http://exame.abril.com.br/negocios/noticias/empresas-ainda-nao-compreendem-a-geracao-y-diz-estudo. Last accessed: Sep/2017.
NG, E.S. W.; SCHWEITZER, L.; LYONS, S. T. New generation, great expectations: A field study of the millennial generation. Journal of Business and Psychology, v. 25, n. 2, p. 281 – 292, 2010.
OLIVEIRA, S.R.; PICCININI, V.C.; BITTENCOURT, B.M. Juventudes, gerações e trabalho: é possível falar em geração Y no Brasil? Organização & Sociedade, v.19, n. 62, 2012.
OLIVEIRA, S. Geração Y: o nascimento de uma nova versão de líderes. Rio de Janeiro: Editora Integrate, 2012.
PARRY, E.; URWIN, P. Tapping into talent. The age factor and generational issues. London: CRPD, 2009.
ROBBINS, S. P. ; JUDGE, T. A.; SOBRAL, F. Comportamento Organizacional: teoria e prática no contexto brasileiro. 14. ed. São Paulo: Pearson Prentice Hall, 2010.
ROKEACH, M. The nature of human value theory. New York: The Free Press,1973.
SCHWARTZ, S. H. Universals in the content and structure of values: theory and empirical tests in 20 countries. In: ZANNA, M. (Org.). Advances in experimental social psychology. New York: Academic Press, p. 1-65, 1992.
TOMIZAKI, K. Transmitir e herdar: os estudos dos fenômenos educativos em uma perspecti-va intergeracional. Rio de Janeiro: Educação & Sociedade, 2010.
TWENGE, J. M. Generation me: why today’s young americans are more confident, assertive, entitled – and more miserable than ever before. New York: Atria, 2006.
TWENGE, J. M.; CAMPBELL, S. M.; HOFFMAN, B. J.; LANCE, C. E. Generational Differences in Work Values: Leisure and Extrinsic Values: Increasing, Social and Intrinsic Values Decreas-ing. Journal of Management, v. 36, n. 5, p. 1117 – 1142, 2010.
TULGAN, B. Not everyone gets a trophy: how to manage generation Y. São Francisco: Jossey-Bass, 2009.
WONG, M, GARDINER, E., LANG, W.; COULON, L. Generational differences in personality and motivation. Do they exist and what are the implications for the workplace? Journal of Mana-gerial Psychology, v. 23, n. 8, p. 878 – 890, 2008.
