BRAND. Broad Research in Accounting, Negotiation, and Distribution
Volume: 16 | Issue: 1 |
Generational Perspectives on Work: Reframing Job Presence and Added Value in the Multigenerational Workplace
Abstract
This article explores how Generations X, Y (Millennials), and Z perceive and prioritise key dimensions of work quality, specifically contrasting traditional notions of job presence with modern expectations of added value. Drawing upon foundational theories including Generational Theory, Herzberg’s Motivation-Hygiene Theory, Social Exchange Theory, the Technology Acceptance Model, and Maslow’s Hierarchy of Needs, the analysis reveals distinct motivational drivers, communication styles, and workplace expectations across generational cohorts. The study underscores the shift from physical presence to outcome-based contributions, particularly among younger generations, and highlights the role of digital fluency, flexibility, and purpose-driven work in shaping these preferences. It also considers the impact of the COVID-19 pandemic on workplace perceptions, noting an accelerated move toward remote work and redefined performance metrics. By integrating theoretical insights with practical implications, the article provides strategies for organisations to enhance intergenerational collaboration, adapt leadership approaches, and foster inclusive, high-performing work environments.
Keywords: generational differences; work quality; job presence; added value; generation X; millennials; generation Z; Herzberg’s theory; technology acceptance model; social exchange theory; workplace motivation; remote work.
DOI: http://dx.doi.org/10.70594/brand/16.1/4
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