© copyright 2013 opp ltd. all rights reserved. from baby boomers to generation y: motivation across...

© Copyright 2013 OPP Ltd. All rights reserved.

From Baby Boomers to Generation Y: Motivation across the Ages

Tatiana Gulko, OPP Ltd. Sofia Lundahl, Lund UniversityPhilippa Davis, Oxford University

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Presentation overview

Why did we carry out this research?Method ResultsDiscussion of findingsImplicationsQ & A session

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Background

Baby Boomers & Generation Y

Age-diverse workforce

How do we motivate a group comprising five different

generations?

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How do we motivate different age groups?

Socioemotional Selectivity Theory (SST; Carstensen 1991) Younger people are motivated by future-

oriented goals

Personality Associated with age

Sociogenic model (Inkeles & Levenson, 1963) Social environment influences personality

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The current research

SST & Personality research Explain motivational drivers in

different age groups

Previous research suggests: Neuroticism & Anxiety: decrease

with age Conscientiousness &

Agreeableness: increase with age

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The current research

How do age cohorts differ in terms of what motivates them at work?

How can personality help to

explain these trends?

Is there evidence of personality

differences across age cohorts?

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Method

A nationally representative sample of mixed-gender working age adults (1067 participants) Data was collected via an online panel Participants completed the 16PF questionnaire, alongside additional questions Age range: 16 to 65 years

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Method

We evaluated the population by demographic age cohort:

1) 16-19 year olds2) 20-24 year olds3) 25-34 year olds4) 35-49 year olds5) 50-65 year olds

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Measures: The 16PF (Personality Factors)

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Results: What is important for different age groups?

Motivational Element Summary

“How important is intellectual challenge to you?”

No significant differences between age groups

“How important is it that you develop your skills and abilities?”

Significant differences. Most important for 20-24 year olds

“How ambitious would you say you are?”

Significant differences. Most important for 20-24 year olds

“Do you work to live or live to work?” No significant differences between age groups

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Results: Age groups and personality traits

Emotional Stability• Significant differences between 16-19 year olds and 50-

65 year olds• Gradual increase in Emotional Stability with ageLiveliness• Significant differences between 25-34 year olds and 50-

65 year olds • There is a slight ‘dip’ with the 20-24 year old group,

which goes back up at 35-49, followed by gradual decline after

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Rule-Consciousness• Significant differences between most groups • The 35-49 year olds are most rule-consciousAbstractedness• Significant differences between 35-49 year olds and

50-65 year olds • 16-19 year olds are highest on this trait

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Apprehension• Highest with 16-19 year olds Self-Reliance:• Highest in 50-65 year olds• There is a gradual increase in Self-Reliance, with a

slight dip at the 20-24 year old age group

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Results: Personality traits and motivation

Multiple regression results“How important is it that you develop your skills and

abilities?”• Emotional stability (0.028)• Rule-Consciousness (0.028)• Apprehension (0.028)“How ambitious would you say you are?” • Abstractedness (0.040)• Self-reliance (-0.027)

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Results: Personality, age and motivation

Q: Do personality traits account for differences between age groups and motivation?

Analyses of Co-variance (ANCOVA) revealed:Motivator: Importance of developing skills and abilities• Age a significant predictor, after controlling for

Emotional Stability and Rule-Consciousness: findings suggest that age contributes unique variance

• Apprehension no longer a significant predictor, once age group was controlled for: findings suggest that age group may explain the influence of Apprehension on this motivator

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Results: Personality, age and motivation

Motivator: Ambition • Age a significant predictor, after controlling for Self-

Reliance, suggesting that age contributes unique variance, not attributed to just this trait

• Abstractedness was no longer a significant predictor, once age group was controlled for, suggesting that age group may explain the influence of Abstractedness on this motivator

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Discussion

• Intellectual challenge important for all age groups, which is consistent with previous research (Wong et al, 2008)

• 20-24 year olds motivated by developing skills and abilities and ambition: consistent with SST theory

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Discussion

Our research suggests that:• Personality traits vary with age to some extent• Age group predicts some motivational elements that

are not just attributed to personality• The influence of some personality traits (Apprehension

and Abstractedness) may be accounted for by age, suggesting that age plays an important part in explaining the relationship between these personality traits and the motivational elements identified

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Implications: Practical

Training & Development opportunities

Observable age cohorts

Focus on how to motivate an age-diverse workforce

Need for more personalised interventions

Definition and analysis of precise age groups

Personality, Aging and Motivation

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Implications: Practical

Need for more personalised interventions

Opportunities for growth and skill development for

younger employees

Mentoring, work-life

balance and fulfilment for

older workers

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References

Aldwin, C. M., & Levenson, M. R. (1994). Aging and personality assessment. In M. P. Lawton & J. A. Teresi (Eds.), Annual review of gerontology and geriatrics: Focus on assessment (pp. 182–209). New York: Springer Publishing Company.Ebner, N. C., Freund, A. M., & Baltes, P. B. (2006) Developmental changes in personal goal orientation from young to late adulthood: From striving for gains to maintenance and prevention of losses. Psychology and Aging, 21(4), 664-678. Inkeles, A., & Levinson, D. J. (1963). The personal system and the sociocultural system in large-scale organizations. Sociometry, 26, 217–229.PriceWaterhouseCoopers (2013). “Gen Y” poised to transform office life as generational talent battle looms, PWC says. Retrieved July 30, 2014, from http://www.pwc.com/th/en/press-room/press-release/2013/new-release-06-06-2013.jhtmlRoberts, B.W., Caspi, A., & Moffitt, T.E. (2003). Work experiences and personality development in young adulthood. Journal of Personality and Social Psychology, 84(3), 582-593.

http://www.pwc.com/th/en/press-room/press-release/2013/new-release-06-06-2013.jhtml

http://www.pwc.com/th/en/press-room/press-release/2013/new-release-06-06-2013.jhtml

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References

Russell, M. & Karol, D. (2002). 16PF Fifth Edition Administrator’s Manual. Champaign, IL: IPAT Inc.Soto, C.J., Gosling, S.D., John, O.P., & Potter, J. (2011). Age differences in personality traits from 10 to 65: Big Five domains and facets in a large cross-sectional sample. Journal of Personality and Social Psychology, 100 (2), 330-348.Wong, M., Gardiner, E., Lang, W., & Coulon, L. (2008). Generational differences in personality and motivation: Do they exist and what are the implications for the workplace? Journal of Managerial Psychology, 23(8), pp.878 – 890.Zaniboni, S., Truxillo, D.M., & Fraccaroli, F. (2013). Differential effects of task variety and skill variety on burnout and turnover intentions for older and younger workers. European Journal of Work and Organizational Psychology, 22(3), 306-317.

© copyright 2013 opp ltd. all rights reserved. from baby boomers to generation y: motivation across...

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