Research Project: Generation Gap Impact on H&M's Culture

This research project investigates the impact of the generation gap on organizational culture, focusing on H&M as a case study. The project begins with an introduction outlining the importance of managing cultural diversity in the workplace, specifically addressing the challenges posed by generational differences. The literature review explores the effects of the generation gap, including conflicts and misunderstandings, and examines how different generations (Traditional, Baby Boomer, Generation X, and Millennials) contribute to organizational culture. The research identifies complexities faced by H&M due to generational differences, such as differing work styles and communication preferences. The project then proposes various strategies for H&M to overcome these gaps, including focusing on similarities, open communication, mentoring programs, clear expectations, and valuing senior employees. The methodology section details the quantitative research approach, positivism research philosophy, deductive research approach, and survey research strategy used to gather data through questionnaires. The project aims to determine the impact of the generation gap on organizational culture, identify related complexities, and explore solutions for H&M.

RESEARCH PROJECT

Table of Contents
INTRODUCTION.......................................................................................................................................2
LO1.............................................................................................................................................................2
P1 Produce a research proposal, supported by a literature review...........................................................2
P2 Research methods and conduct primary and secondary research........................................................7
REFERENCES............................................................................................................................................9

TITLE: To determine impact of generation gap on organizational culture.
INTRODUCTION
Managing cultural diversity at workplace is related to developing the cultural
competences outcomes in an ability to understand, interact and communicate with the people
across the culture. The goal of managing cultural diversity at workplace is related to developing
the effective working relationships. This research is based on the cultural diversity issue related
to generation gap at workplace. Generation gap is difference of attitude among people of the
various generations which leading to lack of understanding (Anitha and Aruna, 2016). At
workplace, generation gap is evident as seniors are tending to be work beyond traditional age for
the retirement. Mining advantages that this presents provide the company unique opportunity to
truly multidimensional. The literature review will be supported by the secondary sources of data
collection. In present research, there will be discussion about the research methods which mainly
used for collection of data and also analysis in an appropriate manner for gaining the positive
outcomes. For analysis of collected data, there will be thematic analysis techniques used through
an investigator.
LO1
P1 Produce a research proposal, supported by a literature review
Background of Research
Generation gap is related to chasm that separated through expressed through people of
two various generations. It is mainly explained differences in beliefs, opinions, actions and
working styles that exhibited through people of the young generation than older. For making the
business successful, generation gap plays a necessary role; firms should search the effective
ways to balance views of people and their requirements from various age groups. It is necessary
that business should be cognizant of fact that the changing demographics of client base
consisting typical genders of patrons which can impact business cycle. H&M is Swedish
multinational clothing organisation and known for fast fashion clothing for women, men,
children and teenagers. It was established 1947 through Stefan Persson. This company
manufactured the clothes for the all generation people. At workplace, it treats the older and

younger employees equally (Anshari and et. al., 2016). It helps in develop the positive impact on
organisational culture in a better manner. This company provides the training to older employees
along with the younger so that their skills can be improved and they can be motivated. This helps
in develop the coordination among the older and younger employees at workplace and both will
focus on attaining the set objectives within given period of time.
Rationale of Research
Present report has been taken into consideration on impact of generation gap on organisational
culture. The generation gap is related to difference in opinion, thoughts, beliefs and values of
older employees and the younger employees at workplace. In generation gap there are
complexities about matching the thoughts of older and employees and younger employees. From
conducting the investigation, researcher can able to get understanding regarding the generation
gap arise at workplace and the issues which an organisation face from it. With the help of this,
researcher can able to insert skills as well as competency so that it can able to conduct similar
type of investigation in future for getting positive outcome (Aylmer and Dias, 2018).
Aim
“To determine impact of generation gap on organisational culture.” A study on H&M.
Research Objectives
• To identify impact of generation gap on organisational culture.
• To determine the complexities faced by H&M from the generation gap issue at
workplace.
• To examine the different ways H&M can be used to overcome from generation gaps
at workplace.
Research Questions
 How generation gap impact on organisational culture?
 What are complexities faced by H&M from the generation gap issue at workplace?

 What are the various ways H&M can be used to overcome from generation gaps at
workplace?
LITERATURE REVIEW
It is a systematic process which helps researchers collects comprehensive and secondary
research data. Researchers need different tools to gather secondary and comprehensive data on
the analysis. There are books, journals, magazines, academic publications etc. included in
secondary sources. These are valuable tools to use and collect in-depth data on the study for
researchers. The researcher can easily discuss some of the aims of the research through literature
review (Binsaeed, Unnisa and Rizvi, 2016).
Impact of generation gap on organisational culture
According to opinion of Dhanushka Wijeyekoon (2020) generation gap is mainly caused
through enhanced life expectancy, rapid changes at workplace and any other factors. Effects of
generation gap involve conflict between staff members of various generations at workplace as
well as misunderstandings. Several employees are to put off retirement and also stay in
workforce for long period of time. There are several managers which findings themselves with
the reports directly who span 50 years age gap. In context to this, old staff members are finding
themselves now with manager which may be 30 or 40 younger than they are. Generation gap can
lead to disagreements between managers and workers because of a different outlook on the job
performed and incentives offered. It causes a workplace issue and workplace development.
As contrary to this, Eric Dontigney (2019), Organisational culture develops in part from
the components like mission and vision statements which give the values and direction to an
organisation. As there are different types of generation at workplace such as Traditional
Generation, Baby Boomer Generation, Generation X and Millennials. In context to traditional
generation, common characteristic to traditional generation consist discipline, loyalty and the
conservative attitudes. Baby boomers generation exhibits the strong work ethic and loyalty.
Generation X represents significant modifications in the values of work. The employees of this
generation take less bureaucracy view and also do not buy into paying dues ideas. Millennials
generation represents latest group to start joining workforce but the wider conclusion regarding
them as the workers complex to assert. The characteristics of all the generations at workplace are

different from the each other and it arise the chances of complexities. So, in this manner the
generation gap impact on organisational culture.
Complexities faced by H&M from the generation gap issue at workplace
According to Jonathan Mifflin (2020) There are many generation at work place but in this
present time new manager will experience the four generation working together and difference is
rapid influx of the technology savvy staff members in the attitudinal changes which they bring at
workplace. This generational diversity and the change in technologies are causing transformation
in way staff management should be manage the human resource. At workplace, it has been seen
that there are different opinions and viewpoints of the different generation. It is necessary for
manager to understand how to handle these kinds of differences which made a great strength of
each condition and also take the benefits of multi generational workforce. There can be
significant divided among how different generation prefer to be work. The baby boomers are
mainly used to putting in long working days at office while the generation Z and generation Y
employees paper flexible working hours as well as remote work. At similar time, mature
employees are happy to take project and run with while the younger employees prefer daily
feedback and group based work. All the generation have different working practice at workplace
and it is a main challenge that an organisation faced at workplace and this develops impact on
attaining the specific objective (Calk and Patrick, 2017).
As contrary to it, Mary Pomerantz (2020) the generational differences can impact
everything from hiring, developing themes for dealing with the change of motivating and
enhancing the organisational productivity. People interaction based on their generation
background and the generation has various previous, habits and attitudes through which they are
motivated. Generation gap impacts on communication of people, misunderstanding, complexities
in attracting the staff members, increase employee turnover and also gaining the endless.
Different ways H&M can be used to overcome from generation gaps at workplace
According to opinion of Benjamin R. Hayes (2013) each generation have the different
values, opinions and working styles which impact on organizational culture as well as
organizational productivity. There are some effective ways which H&M should be used to
overcome from the generation gap at workplace given below:

Focus on similarities- Under this, basic approaches is to focus on the similarities to
company and not arise differences among different generations. It has been stated that core
values are likely in alignment regardless of the age gap and also focus on develop the flexibility
as well as open mindedness with in culture of an organization.
Keep open communication- It is necessary for an H&M organization to keep the
communication open because it helps in bridging the workplace age gap. The team building
exercise, technical and social events and the CSR activities are some of the effective methods
which bring before from various conditions together.
Encourage the mentoring- It is essential to develop strong mentoring platform for all
the staff members and also increase in the cross generational mentoring providing the
opportunities that should be encourages. Mentoring enables people to meet, learn and gain the
experience of other people at workplace (Čič and Žižek, 2017).
Set out clear expectations- Setting the clear role expectation with assures the fully
functional as well as enable the working environment. Millennials generation have the thirst to
learn and respectful for the older generation. In order to setting the clear role expectation can be
beneficial for company as this leads to learning seamless and also right to role fitment.
Give the value to seniors- The senior employees come with their experience and brand
of the wisdom. Senior management can be leveraged it. Positioning the oldest staff memebers are
famous and valuable for culture of company that helps in integrating the people into fabric of an
organization (Cucina and et. al., 2018).
P2 Research methods and conduct primary and secondary research.
Research methodology is regarded as the most necessary part of research. This facilitates
collecting as well as analysing data in quantitative and qualitative form. This is conceptual as
well as systematic analysis of a field of study's various methods or techniques. To order to gather
data for business decisions, analysis methodology is often the tool used (Fisch, Wilkinson-Ryan
and Firth, 2016). Different parts of research methodology given below:
Type of Investigation- Quantitative method of research has been used in conducting the
research in significant way. The main reason behind using this method is that it helps in collect

information from large sample size. It observes the opinions of the people an able to collect the
in-depth understanding regarding specific subject area (Grow and Yang, 2018).
Research Philosophy- It is related to collecting phenomenon of an investigation and
analysing similar in order to obtain outcomes. In conducting present investigation, there has been
positivism research philosophy used because it is based on the quantitative method and
researcher can observe the reality in an effective manner (Gaidhani, Arora and Sharma, 2019).
Research Approach- There has been deductive research approach used because it
provides the specific information related to the conducted research area and also analysis the
viewpoints of authors in an effective manner (Jiří, 2016).
Research Strategy- In this present research, there has been survey research strategy used.
There has been questionnaire developed that consist the different questions related to the impact
of generational gap at workplace. The reason behind using this strategy is that researcher can
able to collect the more information from chosen large number of respondents within minimum
time period. This is economical in nature and able to analyse the opinions and viewpoints of the
chosen respondents (Heyns and Kerr, 2018).
Data collection Techniques- In the collection of information concerning the relevant
field of research there are different instruments assisting the investigator. There are interviews,
surveys, observations, etc. The questionnaire has been used mainly according to the existing
inquiry. The key reason for using the questionnaire is that it lets researchers collect objective and
accurate information about the impact of generational gap on organisational culture (Grubb,
2016).
Research Limitation- During the time of increasing research activity, various limitations
or problems are seen. Time is one of the main constraints of this project. The subject of the
research is major and specific time is required to accumulate the response. It has been examined
that time was not sufficient on the basis of set activities of research. Other than this, there are
numerous limitations faced by researchers, such as inaccurate funds, insufficient time, sample
size collection, inadequate conduct of respondents, etc. These are all important problems that the
investigator faces in the ethical and systematic execution of every research mission. These
limitations impact on completion of research within set time period (Kadakia, 2017).

REFERENCES
Books & Journals
Anitha, J. and Aruna, M., 2016. Enablers of employee engagement of gen Y at the workplace
with reference to automobile sector. Amity Journal of Training and Development. 1(1).
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Anshari, M. and et. al., 2016. Smartphone habit and behavior in Brunei: Personalization, gender,
and generation gap. Computers in Human Behavior. 64. pp.719-727.
Aylmer, R. and Dias, M., 2018. ARE THE GENERATIONAL INTERACTIONS IN THE
BRAZILIAN WORKPLACE DIFFERENT FROM OTHER COUNTRIES?. Global
Journal of Human Resource Management, 6(1), pp.9-25.
Binsaeed, R. H., Unnisa, S. T. and Rizvi, L. J., 2016. The big impact of soft skills in today's
workplace. Review of Public Administration and Management. 400(4289). pp.1-6.
Calk, R. and Patrick, A., 2017. Millennials through the looking glass: Workplace motivating
factors. The Journal of Business Inquiry. 16(2). pp.131-139.
Čič, Ž. V. and Žižek, S. Š., 2017. Intergenerational cooperation at the workplace from the
management perspective. Naše gospodarstvo/Our economy. 63(3). pp.47-59.
Cucina, J. M. and et. al., 2018. Generational differences in workplace attitudes and job
satisfaction. Journal of Managerial Psychology.
Fisch, J. E., Wilkinson-Ryan, T. and Firth, K., 2016. The knowledge gap in workplace retirement
investing and the role of professional advisors. Duke LJ. 66. p.633.
Gaidhani, S., Arora, L. and Sharma, B. K., 2019. Understanding the attitude of generation Z
towards workplace. International Journal of Management, Technology And Engineering.
9. pp.2804-2812.
Grow, J. M. and Yang, S., 2018. Generation-Z enters the advertising workplace: Expectations
through a gendered lens. Journal of Advertising Education. 22(1). pp.7-22.
Grubb, V. M., 2016. Clash of the generations: Managing the new workplace reality. John Wiley
& Sons.
Heyns, M. M. and Kerr, M. D., 2018. Generational differences in workplace motivation. SA
Journal of Human Resource Management. 16(1). pp.1-10.
Jiří, B., 2016. The employees of baby boomers generation, generation X, generation Y and
generation Z in selected Czech corporations as conceivers of development and
competitiveness in their corporation. Journal of Competitiveness. 8(4). pp.105-123.

Kadakia, C., 2017. The millennial myth: Transforming misunderstanding into workplace
breakthroughs. Berrett-Koehler Publishers.