Generational Theory and Motivation: Understanding Generations

This essay delves into generational theory and its implications for employee motivation within the workplace. It begins by introducing the Strauss-Howe generational theory, outlining the cyclical nature of generations and their distinct characteristics. The essay then explores the defining traits of Baby Boomers, Generation X, Millennials (Generation Y), and Generation Z, highlighting their attitudes towards work, money, and technology. Furthermore, the essay applies motivational theories, such as Maslow's Hierarchy of Needs and Herzberg's Two-Factor Theory, to each generation, suggesting tailored strategies for enhancing employee engagement and satisfaction. The analysis emphasizes the importance of understanding generational differences to create a more effective and motivating work environment, acknowledging the unique needs and preferences of each cohort. The essay concludes by underscoring the significance of aligning motivational approaches with the specific characteristics of each generation to foster a productive and harmonious workplace.

T T M T TRUNNING HEAD: GENERA IONAL HEORY AND O IVA ION 0
enerational T eor and oti ationG h y m v
tudent s etailsS ’ D -
JANUARY 23, 2020

T T M T TGENERA IONAL HEORY AND O IVA ION 1
Introduction
According to Mannheim, generational theory is evolved due to the social phenomenon.
People are significantly influenced by the socio-cultural events that can cause the basis of
their experiences, youth and social cohorts that majorly affects the future generations (Li, et
al., 2013). Further, Strauss-Howe generational theory recognizes the generational cycles in
the American History given by William Strauss and Neil Howe which unfolds the new era in
every 20-22 years that determines the new climates in terms of new political and social
environment (Okros, 2020). The theory has different generations that explains the diverse
characteristics of people. Also, organization needs to determine the different types of
generations and their characteristics which are helpful in understanding their behaviours. This
can later help in motivating the people with the different generations within the workplace.
Here, the discussion is made on the generational theory and the people with the different
generations. The later section will discuss the characteristics of different generations and
application of the relevant motivational theory that can be helpful in the determination of the
people’s behaviours and the way these people can get motivated within the workplace.
Strauss-Howe Generational Theory
Strauss-Howe generational theory explains the recurring generation cycle that describes the
new generational personas that lasts around 20 to 22 years. It describes the cohorts which are
regarded as the generations. These generations possess the specific pattern of behaviour to be
determined in the history of United States of America. As per theory, 80 year is the fourth
turning point that damages and creates a new crisis that will determine the new social order
(CenSAMM, 2020). Strauss and Howe have been credited for giving the popular generation
theory to be introduced in 1990s. The theories have cultural resonance that determine the
cohorts of generations in the twentieth century. Further, the origin of theory of generation can
be seen from the perspective of Mannheim that explains the theory of generation as ‘Problem
of Generations’. According to Karl Mannheim, a generation is a social location that greatly
influences the social and cultural values being affected by the historical events (McCourt,
2012). It determines that people resemble themselves by the social and historical events of
their parents.
As Strauss and Howe generational theory explains the generational cycles and personas that
can be helpful in the identification of fundamental characteristics of each generation (ITS,

T T M T TGENERA IONAL HEORY AND O IVA ION 2
2020). The cycles initiate with the optimistic period in which there is growth and propensity
is called ‘high. As the period of wealth and propensity turns, it enters into the social unrest
and there are fundamental questions regarding the morality and ethics which is ‘awakening’.
After this period, there is decline in the social values and is regarded as ‘unravelling’.
Further, there is major civilization level of period and is related with the term ‘crisis’. Strauss
and Howe had defined the four kind of generations such as baby boomers, generation X,
generation Y and generation Z.
Characteristics of Generations
Generational cohorts define the generations in terms of year of born that last for the duration
of 20 to 25 years which shows the different attitudes, ideas and beliefs as per their age, birth
period and common experiences that can cause the social and political events (Kowalski,
2019). Moreover, these characteristics will define their core values towards the money, job
and sexual behaviour.
Baby Boomers
Baby Boomers are born in between the 1946 to 1965 and have e significant contribution in
the aging population and are considered as part of prophet generation. They are people with
first encounter for the cultures and have the tendency for the freedom. Civil rights movement
is the example of baby boomers (Pendergast, 2009). People in this generation have lack of
energy and enthusiasm and are cynical and depressed. The baby boomer generation
approaches retirement and have the tendency be lack of social involvement. Further, people
in this generation have loss of social mission and thus have the major focus in the personal
objectives. Also, people have more involvement in the traditional values that makes the base
for their profession. These people are often seen as little tolerance over the social differences
and have professional values for the work ethics. Baby boomers believe in traditional ways of
doing things.
Generation X
These people are born between 1996 and 1980 in which the people lack the social skills with
their parents but have strong technical skills as the people are considered to be ‘digital
immigrants’. They invest their time and skills to acquire certain level of skills for getting
technical expertise. One of the major characteristics of Generation X is that they are
individualism and are self-reliant. This is often considered as depressed and pessimistic

T T M T TGENERA IONAL HEORY AND O IVA ION 3
generation and are persistent under the nomad generation cycle (Kasasa, 2019). People under
this generation have social and spiritual agendas. Further, these people have the tendency to
be loyal towards the organization in which the people are comparatively more tolerant in
terms of social differences from the older generations. These people are expected to be on the
top of the organization in which they are more independent and have their career into the
organization. They are regarded as more socially liberal than baby boomers and they want
autonomy within the workplace. Most often, this generation is considered to be the first
generation that fully embraces the internet.
Generation Y or Millennial
Millennials are born between 1981 and 1994 during the period of economic growth and
having an influence of popular culture. People under this generation are pessimistic and have
the tendency to take positive action. These people are confident and multi-tasking abilities
with high energy and attitude. The people are technologically confident and their daily life is
digital based and have high level of social interactions. These people use their mobile phones
for getting information regarding the products, services, and getting education (Lissitsa &
Kol, 2019). The people are status seeking and have demonstration of wealth and purchasing
power. Millennials are civic and authoritative and is regarded as the generation in which
computers are completely embedded into all the specific areas. These people consider
themselves as special, team oriented and are achievers. These people are loyal to their
profession but have the tendency to leave their respective job when any financial crisis arise.
Generation Z
People of generation Z are born in 1995 and after. People are more educated, technological
advanced and consider themselves as innovative and seek for change into their life. This is
digital age and age of terrorism. This is the newest generation which is advanced and socially
active. These have still been dependent on their parents for spending and are considered to be
more influenced by the western values and have a major regard towards the social issues.
These people have the tendency to be indecisive and emotional in terms of making the
decision (Heyns & Kerr, 2018). This generation falls into the cycle of artist which means that
they are post-awakening elders. These people are aggressive but have the ability to bring a
positive change at the workplace due to the diverse abilities and skills.

T T M T TGENERA IONAL HEORY AND O IVA ION 4
Motivational Theory with Context to Generations
Motivation theory is related with the relatable factors that can motivate the people at a good
pace. There are various motivational theories which can define the factors and the dependents
on the basis of which the employee can get motivated within the workplace. Also, it depends
upon the people and their generations on the way they can get motivated through the various
factors (Fox & Connolly, 2018). Also, it is important for every organization to motivate the
employees who are from different generations and have different behaviours. This can better
be understood from the motivational theories which elaborates the factors by which people
from different generations can get motivated.
Maslow’s Hierarchy of Needs
As per Maslow’s theory of motivation, people’s needs are categorized into five psychological
needs of humans which are the driving factors for making them motivated. First level of
needs is basic psychological needs that includes the basic needs of humans that are needed to
be fulfilled within the job which are food, shelter and clothing. Further, there are safety needs
of the individuals that are needed to be fulfilled which specifically includes the personal
security of the individual. This theory also elaborates the love and belonging needs that are
fulfilled through the social involvement and interpersonal relationships that are used for
motivating the people after the lower need is satisfied (Crandall, et al., 2019). After this, there
is esteem needs in which people desire for respect and reputation within the workplace which
can be done through status and privilege. After all, four needs are satisfied, there is self-
actualization needs in which individual’s realizes its full potential and realizes personal
growth through engaging into creative activities. This theory of motivation elaborates the
various needs which are considered when motivating people from different generations.
Baby boomers: As per the motivational theory, these can be motivated through providing the
sense of accomplishment within the workplace. This generation is highly dominating, they
need professional achievement and have the ability to get achievement. These people have
the ability to rule in the authoritative positions that can be motivated by giving them
opportunities as per the fulfilment of the self-actualization need under the hierarchical model
(Ahmad & Ibrahim, 2015). Also, people under this generation have been approaching
towards the retirement and hence the organization can motivate them through providing the
safety benefits that can satisfy their safety need and they can get motivated to perform good
in the future.

T T M T TGENERA IONAL HEORY AND O IVA ION 5
Generation X: As people under this generation are sociable but are highly striving for the
work life balance, giving them the opportunity to family-based benefits and corporate
wellbeing can be the good option for making them motivated. As per Maslow’s theory, the
organization can satisfy the self-esteem needs and can make them motivated towards the goal
through providing them various benefits (De Waal, et al., 2017). As per the Maslow’s theory,
social and belonging needs of this generation can be satisfied through the ongoing social
interactions and various benefits that can motivate them to perform better into the
organization.
Generation Y: As per the behaviours and attitudes of this generation, it can be said that the
people can get motivated through the recognition that can satisfy their self-esteem needs as
per the theory. Millennial under this generation can get motivated through the recognition and
acknowledgment to the innovative ideas of these people (Calk & Patrick, 2017). Also, people
under this generation can get motivated by the basic pay or money related benefits which can
satisfy their basic needs. Apart from this, giving them an enjoyable workplace to work can
develop a feeling of belongingness through the social satisfaction that can effectively make
them motivated towards the end target and often can make them more satisfied with the
workplace environment.
Generation Z: People under this generation are motivated through the satisfaction of the
training needs of the people in which the people with the diverse skills and capabilities can
get motivated by the fulfilment of the needs under the motivational theory. As per theory,
people under this generation can get motivated by the determination of money related
benefits that can ensure that employees are getting the personal growth which can be met by
the satisfaction of the self-esteem needs and self-actualization needs that can satisfy their
needs and desires and often can make them motivated (Kirchmayer & Fratričová, 2020).
People can get the sufficient training and development opportunity that can satisfy their more
needs.
Herzberg’s Two Factor Theory
This theory of motivation elaborates the various factors into the organization that can create
the satisfaction and dissatisfaction within the employees. These factors are mutually
dependent on each other. It elaborates two factors which are the basis of motivating the
employees. Firstly, hygiene factors are essential to be prevalent in the workplace as these
factors can create the positive satisfaction but the absence of these factors can create the

T T M T TGENERA IONAL HEORY AND O IVA ION 6
dissatisfaction (Alshmemri, et al., 2017). These may include the interpersonal
communications, basic pay, company’s policies and physical working conditions which are
essential for the employees and can motivate them to perform better into the organization.
These factors should be ensured for avoiding the dissatisfaction. Further, second factor is
motivators that leads to the positive satisfaction and can motivate them for the superior
performance. These factors are often called satisfiers as the absence of these factors will not
create dissatisfaction. This can include the recognition, rewards, promotional opportunities
and a sense of achievement (Matei & Abrudan, 2016). Also, it can be observed that as per
this motivational theory, there are certain factors by which the people can get motivated.
Additionally, people from different generations should be motivated as per the characteristics
of the people under different generations.
Baby Boomers: People under this generation can get motivated by the facilitation of the
motivating factors as these people have traditional lifestyle and values which can often make
them satisfied by the additional benefits that the organization can provide. Further, the people
under this generation are dominating and authoritative and can easily be motivated by the
motivating factors through giving them responsibility and ownership of the specific work
(Kicheva, 2017). Also, people of this generation have major focus on the personal goals and
can easily be motivated by the facilitation of meaningful work and giving them challenging
task that provide them sense of achievement.
Generation X: This generation include the people who are ready to take the challenge but
lack in social skills which means that the Gen X people can get motivated by the facilitation
of hygiene factors such as social relations. Also, these people can get motivated by the
recognition and sense of accomplishment which are concerned to be the factors of satisfiers.
Also, Gen X can be motivated by the lifestyle benefits in which these people can motivate
them to achieve the target and make effectiveness in the team (Hitka, et al., 2019). Further,
providing job security to this generation can satisfy this generation through the hygiene
factors in which the absence of this factors can create dissatisfaction.
Generation Y: People under Gen Y can get motivated by the short-term factors that can be
understood from the hygiene factors under the two-factor theory. Further, hygiene factors
such as pay benefits and good working conditions as these people have the drive for social
interactions. Millennials in this generation can get motivated by the motivating factors when
these people get the opportunity to express their professional talents. Also, people under this

T T M T TGENERA IONAL HEORY AND O IVA ION 7
generation can get motivated by the allocation of new and interesting work in which the
employees can get the opportunity to learn new things into the organization which can make
them satisfied and often help in the improvement of the performance (Morrell & Abston,
2018).
Generation Z: These people have the expectancy to be advanced and highly sociable and it
can ultimately make them motivated by the motivating factors wherein giving them respect
and motivation through the motivating can motivate them and keep satisfied with their
respective job. As people in Gen Z are highly innovative and collaborative and can be
motivated by the factors that can provide them sense of fulfilment and the maintenance of the
status that can provide the satisfactory environment for them and often can make them
satisfactory in terms of benefits that the organization provides. As per theory, hygiene factors
can help the organization to motivate the employees through the positive company policies
and the administration (Stevenson, 2020).
Recommendation
From the above discussion, it can be recommended that the organization must motivate their
employees through the determination of various generation and their behaviours and attitudes
according to the generation eras (Alen, et al., 2017). It can be observed that every generation
has different needs and desires from the organization and their respective job. Thus, people
from different generations such as Baby Boomers, Generation X, Generation Y and
Generation Z can get motivated by the various factors as per the factors to be identified from
the Two Factor Theory. Further, application of Maslow’s theory of motivation, people can
get motivated by the satisfaction of the human needs which are to be determined by the
characteristics of kinds of generations.
Conclusion
To conclude, it can be said that generational theory determines the cohort of humankind in
which Strauss-Howe Generational theory can be the major theory that explains the patterns of
behaviour under various generation in the era. It comprises of four generations that have
different behaviours to be shaped by the cultural and social context. Here, the assignment is
based on the determination of characteristics of various theories to be identified for
motivating them as per their needs and the factors to be identified. Also, the assignment has
been supported by the motivational theories which are the basis of the identification of the

T T M T TGENERA IONAL HEORY AND O IVA ION 8
individual needs and also making them satisfied through the facilitation of beneficial factors
which can later add to the productivity of the organization.

T T M T TGENERA IONAL HEORY AND O IVA ION 9
References
Ahmad, H. & Ibrahim, B., 2015. Leadership and the characteristic of different generational
cohort towards job satisfaction. Procedia-Social and Behavioral Sciences, Volume 204, pp.
14-18.
Alen, E., Losada, N. & De Carlos, P., 2017. Understanding tourist behaviour of senior
citizens: lifecycle theory, continuity theory and a generational approach. Ageing & Society,
37(7), pp. 1338-1361.
Alshmemri, M., Shahwan-Akl, L. & Maude, P., 2017. Herzberg’s two-factor theory. Life
Science Journal, 14(5), pp. 12-16.
Calk, R. & Patrick, A., 2017. Millennials through the looking glass: Workplace motivating
factors. The Journal of Business Inquiry, 16(2), pp. 131-139.
CenSAMM, 2020. Strauss-Howe Generational Theory. [Online]
Available at: https://censamm.org/resources/profiles/strauss-howe-generational-theory
[Accessed 23 January 2020].
Crandall, A. et al., 2019. Maslow’s Hierarchy of Needs as a Framework for Understanding
Adolescent Depressive Symptoms Over Time. Journal of Child and Family Studies, pp. 1-9.
De Waal, A., Peters, L. & Broekhuizen, M., 2017. Do different generations look differently at
high performance organizations?. Journal of Strategy and Management.
Fox, G. & Connolly, R., 2018. Mobile health technology adoption across generations:
Narrowing the digital divide. Information Systems Journal, 28(6), pp. 995-1019.
Heyns, M. & Kerr, M., 2018. Generational differences in workplace motivation. SA Journal
of Human Resource Management, 16(1), pp. 1-10.
Hitka, M., Rozsa, Z., Potkány, M. & Ližbetinová, L., 2019. Factors forming employee
motivation influenced by regional and age-related differences. Journal of Business
Economics and Management, 20(4), pp. 674-693.
ITS, 2020. Strauss-howe generational theory - is it the new crystal ball or pseudo-science?.
[Online]
Available at: https://www.itseducation.asia/article/strausshowe-generational-theory-is-it-the-

T T M T TGENERA IONAL HEORY AND O IVA ION 10
new-crystal-ball-or-pseudoscience
[Accessed 23 January 2020].
Kasasa, 2019. Boomers, Gen X, Gen Y, and Gen Z Explained. [Online]
Available at: https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z
[Accessed 23 January 2020].
Kicheva, T., 2017. Management of employees from different generations-Challenge for
Bulgarian managers and HR professionals. Economic Alternatives, Volume 1, pp. 103-121.
Kirchmayer, Z. & Fratričová, J., 2020. What motivates generation Z at work? Insights into
motivation drivers of business students in Slovakia. Proceedings of the Innovation
management and education excellence through vision, pp. 6019-6030.
Kowalski, M., 2019. Generational cycles and changes in time and space. Geographia
Polonica, 92(3), pp. 253-273.
Lissitsa, S. & Kol, O., 2019. Four generational cohorts and hedonic m-shopping: association
between personality traits and purchase intention. Electronic Commerce Research.
Li, X., Li., X. & Hudson, S., 2013. The application of generational theory to tourism
consumer behavior: An American perspective. Tourism Management, Volume 37, pp. 147-
164.
Matei, M. & Abrudan, M., 2016. Adapting Herzberg’s two factor theory to the cultural
context of Romania. Procedia-Social and Behavioral Sciences, 221(7), pp. 95-104.
McCourt, D., 2012. The “problem of generations” revisited: Karl Mannheim and the
sociology of knowledge in International Relations. In: Theory and application of the
“generation” in international relations and politics. New York: Palgrave Macmillan, pp. 47-
70.
Morrell, D. & Abston, K., 2018. Millennial motivation issues related to compensation and
benefits: Suggestions for improved retention. Compensation & Benefits Review, 50(2), pp.
107-113.
Okros, A., 2020. Generational Theory and Cohort Analysis. In: Harnessing the Potential of
Digital Post-Millennials in the Future Workplace. s.l.:Springer, pp. 33-51.

T T M T TGENERA IONAL HEORY AND O IVA ION 11
Pendergast, D., 2009. Generational Theory and Home Economics: Future Proofing the
Profession. Family and Consumer Sciences Research Journal, 37(4), pp. 504-522.
Stevenson, C., 2020. Communicating across the Generations: Implications for Higher
Education Leadership. In: Five Generations and Only One Workforce: How Successful
Businesses Are Managing a Multigenerational Workforce. s.l.:IGI Global, pp. 93-122.