Work-Life Balance Perspectives of Marketing Professionals in Generation Y

Electronic copy available at: http://ssrn.com/abstract=1322563Electronic copy available at: http://ssrn.com/abstract=1322563

Work-Life Balance Perspectives of Future Marketing Professionals

Katherine T. Smith

Department of Marketing

Texas A&M University

4112 TAMU

College Station, TX 77843-4112

Tel: 979-845-1062

Fax: 979-862-2811

Email: [email protected]

Electronic copy available at: http://ssrn.com/abstract=1322563Electronic copy available at: http://ssrn.com/abstract=1322563

Work-Life Balance Perspectives of Future Marketing Professionals

Abstract

The current generation appears to place greater attention on work-life balance than the

prior generation. This will have important implications for employers of future marketing

professionals. The term „work-life balance‟ refers to people spending sufficient time at their jobs

while also spending adequate time on other pursuits, such as family, hobbies, and community

involvement. This study examines two research questions. The first considers the importance that

future marketing professionals, i.e., students, place on work-life balance. The second regards

whether gender differences are associated with work-life balance. To answer these questions, an

examination is made of the perspectives of future marketing professionals. Maslow's hierarchy

theory and McClelland‟s motivational needs theory offer some theoretical support regarding why

people strive to achieve a healthy work-life balance. Gender theory and related research provide

theoretical support regarding differences between male and female perspectives.

Key Words: Work-life balance, marketing professionals

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Work-Life Balance Perspectives of Future Marketing Professionals

Introduction

A challenge facing many working people is to find the balance between work and family

life. Regardless of how successful, rich, or poor a person may be, everyone has the same amount

of time each day to allocate to work, family, and other activities. The term „work-life balance‟

refers to people spending sufficient time at their jobs while also spending adequate time on other

pursuits, such as family, hobbies, and community involvement. The challenge of finding a

healthy work-life balance is an issue facing both women and men.

In the marketing field, marketing professionals face many pressures at work. Changes in

consumer behavior, the economy, information technologies, and the global market put heavy

time demands on marketing professionals. To compete in the marketplace requires steady

improvement in skills and abilities of individual marketing professionals and the companies for

which they work. Yet, there is more to life than work. Marketing professionals, like people in

other fields, are making choices that place priority on aspects of life other than work. Compared

to those before them, the current generation appears to place greater attention on work-life

balance. This will have important implications for employers of the future workforce, including

marketing professionals. The purpose of this study is to examine recent developments and the

perceptions of future marketing professionals, i.e., students, regarding work-life balance.

Findings of this study show that future marketing professionals consider work-life

balance issues very important in making career decisions. Future marketing professionals feel

that a healthy work-life balance positively affects their job satisfaction, job performance, and

ethical decision-making. They want to work for employers who offer flexible working hours and

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special holiday hours. The study‟s findings show that females consider work-life balance issues

to be somewhat more important than males, but the differences are insignificant.

Research Questions

Anecdotal evidence, news stories, and research suggest that the current generation,

compared to their predecessors, is placing more emphasis on work-life balance, with women

showing greater emphasis than men. This leads to the following two research questions: Do

future marketing professionals consider work-life balance issues to be important when making

job decisions? Is there a difference between the work-life balance perspectives of male and

female future marketing professionals?

Theoretical Background and Prior Research

Theoretical support explaining people‟s efforts to achieve a healthy work-life balance can

be obtained from more than one source, such as Maslow's hierarchy theory and McClelland‟s

motivational needs theory (Morgan 2007, Grey and Antonacopoulou 2004, Roberts 1994).

Maslow‟s is a widely discussed theory of motivation; the central tenet is that only unsatisfied

needs influence behavior, satisfied needs do not. An individual‟s focus on work alone will be

inadequate to achieve total satisfaction with life; thus, a healthy work-life balance is necessary.

According to McClelland‟s motivational needs theory, the need for affiliation engenders building

personal relationships, including those beyond the workplace. As with Maslow‟s theory, a

healthy work-life balance is necessary to achieve total satisfaction with life.

Many past research studies of work-life balance (e.g. Anxo et al. 2007 and Muir 2006)

and other business issues indicate that there will be differences between genders. Gray (1992,

1993), the best-selling author of books regarding gender differences, describes the physical and

psychological differences between men and women, including blood thickness, bone structure,

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start-up energy, intuition level, relationship building, and stress reaction. Gender theory suggests

that there will be gender differences; Lee (1996) describes gender theory as an over-arching

theory, which considers gender, both male and female, as a social construction upon biological

differences. Handrahan (1999) explains that gender theory acknowledges equal potential but

allows for differences between genders. Hooft et al. (2006), using the theory of reasoned action,

finds gender differences in job application decisions. Knop (2004) examines gender differences

and human rights. Verheul et al. (2002) investigates direct and indirect effects of gender on

entrepreneurial activity. Using Bem's psychological theory of self-perception, Verheul et al.

identify significant gender differences. Barber and Odean (2001) found significant gender

differences of stock investment behavior.

The term „work-life balance‟ was first used in the US in 1986 to help explain the trend of

people spending more time on work-related tasks, while allocating less time to other aspects of

their lives. During the past two decades, there has been a substantial increase in the time spent at

work. In the recent past, many experts predicted that technology would make people more

productive and as a result, people would spend more time at non-work activities. Contrary to

expectations, people are working longer, purportedly driven by a consumerist culture that values

productivity while denigrating the merits of other pursuits, such as parenting or volunteering

one‟s time (Wikipedia.org 2007).

The extent that work-life balance affects job performance and employee well-being is an

important area of research. Netemeyer et al. (2004) proposed a model of job-related outcomes of

four role variables in a retail sales context: work-family conflict (WFC), family-work conflict

(FWC), work role conflict (RC), and work role ambiguity (RA). They examined applicability of

the model with three cross-national samples, specifically, the United States, Puerto Rico, and

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Romania. Finding indicated that the model's measures and effects are mostly alike across

national groups.

Frame and Hartog (2003) investigate ethical issues regarding implementation of work-life

balance policies in the workplace. Work-life balance received wide media attention following a

study by Deloitte & Touche, a Big Four accounting firm, which linked work-life balance to

ethical behavior (cf., Schurr 2007, AFP 2007, Meyer 2007). In this study, 91% of employees

surveyed indicated that workers are more likely to behave ethically when they have a good work-

life balance. The chairman of the board at Deloitte & Touche, Sharon Allen, provides the

following explanation of the relationship between ethical behavior and work-life balance:

If someone invests in all of their time and energy into their jobs, it

may have the unintended consequence of making them depend on their

jobs for everything – including their sense of personal worth. This makes

it even harder to make a good choice when faced with an ethical dilemma

if they believe it will impact professional success (Schurr 2007).

How work-life balance affects productivity has been examined in a number of studies.

Bloom et al. (2006) study whether higher product-market competition and “Anglo-Saxon”

management practices stimulate improvements in productivity to the detriment of employees'

work-life balance. Based on their survey of 732 medium sized manufacturing firms in the US,

France, Germany and the UK, better work-life balance outcomes are significantly associated

with better management, such that well run firms are both more productive and better for their

employees. In contrast to Bloom et al. (2006), White et al. (2003) found a conflict between high-

performance practices and work-life balance. Their study used data from national surveys of

British employees in 1992 and 2000.

A myriad of issues are interwoven in work-life balance; it is a complex matter because

people are complex. Consequently, problems associated with work-life balance are complex and

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there are no simple solutions. Prior research on work-life balance investigates work-life balance

issues such as (1) spending high quality time with family members; (2) being able to relax in free

time; (3) emotional well-being and health of family members; (4) high quality communication

and support; (5) high quality child care and education; (6) satisfaction with work and work load

at home (Karakas and Lee 2004).

Research on work-life balance often includes analysis of gender differences. Anxo et al.

(2007) study gender differences in the allocation of time between market work, domestic work

and leisure over the life cycle. Their research distinguishes between nine key cross-country

comparable life stages according to age and family structure such as exiting parental home,

union formation, parenthood, and retiring from work. Using regression methodology (Tobit with

selection, Tobit and OLS), they find large discrepancies in the gender division of labor in France,

Italy, Sweden, and United States.

Perspectives on time are the subject of a recent book by Zimbardo and Boyd (2008).

Their survey spanning 30 years of more than 10,000 adults linked individual perspectives on

time to happiness, mental health, and success. Zimbardo expressed particular concern for college

students who indicate that they feel little control over their lives, but instead are pushed around

by forces beyond their control. Zimbard notes, “Some of their notable elders, acting on warped

time perspectives, have not set the best example” (Elias 2008).

A dilemma facing many marketing professionals is how to assign time between job and

family. This dilemma is present in virtually all professions, including marketing, accounting,

business management, law, medicine, and other professions. For instance, in the legal profession,

law firm partner Lauren Rikleen describes a lack of professional fulfillment and unsustainable

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personal sacrifice inherent in current law firm structure, and relates how the problem is even

more pronounced for women (Muir 2006).

A large number of people are experiencing burnout due to overwork and the linked

increase in stress. However, while there is pressure to put in extra time, a growing number of

women and men are pushing back and actually reducing time at work (Armour 2003). Based on

one study, Generation X fathers are setting family-oriented priorities that represent a major shift

from prior generations regarding involvement with their children. The fathers of Generation X,

which includes about 60 million Americans, ages 25 to 40, spend an hour per day more in the

lives of their children than fathers of the previous generation (Goodman 2005).

Flexible work arrangements are alternate schedules to the traditional working day.

Employees may require a flexible work schedule to meet personal needs or an employer may

implement a different schedule to satisfy their customers. According to the Bureau of Labor

Statistics of the U.S. Department of Labor, 27.5 percent of all full-time wage and salary workers

had flexible work schedules that allowed them to vary the time they began or ended work. (U.S.

Department of Labor, Bureau of Labor Statistics 2004).

Flexible work conditions include the following:

Flex-time: Under flex-time, there are typically certain hours of the day when

employees are expected to be at work, while the rest of the day is "flex-time" in which

employees can choose when they work. The employee may be expected to work a

certain number of hours per day or week, or may be required to accomplish a specific

task.

Telecommuting: With telecommuting, employees have some flexibility in their work

location and hours. Through the use of mobile telecommunications technology, a person

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can work from locations other than the office. Telecommuting is also referred to as e-

commuting, e-work, and telework .

Work at home options: For employees who work at home (WAH) or work from

home (WFH), the daily commute to the office is replaced by telecommunication links.

Part-time: Part-time employees work fewer hours.

Job sharing: Under job sharing, two employees share the same position, splitting the

time and responsibility required for the job.

Special summer or holiday work hours: Summer or holiday hours are different

from the normal work schedule.

Both employers and employees can benefit from flexible work arrangements. Benefits

include the following (Schaefer, 2007):

Enhanced employee recruitment and retention.

Improved job satisfaction, morale, and productivity.

Increased energy and creativity.

Reduced absenteeism.

Improved balance of work and family life.

Reduced stress and burn out.

Recent research suggests that both genders are equally interested in work-life balance. A

survey by IBM of 60,000 employees around the world found that men and women employees

struggle equally with work-life balance. As a result, the company created a Men‟s Diversity

Network Group to help men employees be more productive at work. The difficulty was that men

in a group setting tend to avoid conversations about work-life balance. Men are generally not

open regarding their focus on the family in fear this might be considered a weakness or lack of

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commitment to their job. On the other hand, women are more comfortable discussing work-life

issues and are more likely to request and be given flexible work arrangements (Goodman 2005).

According to some recent research, differences between genders may have become

insignificant. In a study of ethical perspectives, Keller et al. (2007) found that anticipated gender

differences were not present. These results are contrary to other prior studies, which indicated

that gender is associated with differences in ethical decision-making. The proffered explanation

was that increasing participation by women in educational programs and the workforce led to

similarities in ethical perspectives. Similar to Keller et al. (2007), Wilson et al. (2007)

anticipated that men and women business owners would be construed differently, but detailed

multivariate analyses confirmed no evidence of systematic gender differences. In addition,

Werner and Kay (2006), contrary to mainstream theory, concluded that gender does not have a

significant impact on entrepreneurial activity (i.e. the propensity as well as the probability to

become an entrepreneur). Werner and Kay based their findings on statistical analyses including

both cross-section and time-series variation.

According to gender theory and many, but not all, prior studies, we anticipate that

perspectives of future marketing professionals will be significantly different due to gender

differences. Nevertheless, this is not certain, given that some past research indicates that gender

differences may be decreasing or no longer present. The current study will evaluate whether

there are gender differences regarding work-life balance among future marketing professionals.

Analysis and Results

To evaluate the importance of work-life balance issues to future marketing professionals,

100 marketing students at one southwest U.S. university were surveyed in the fall 2008. The

respondents were junior and senior students. The survey instrument included questions designed

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to ascertain to what extent future marketing professionals consider work-life balance when

choosing a job and if they think a healthy work-life balance will enable them be a better

employee. The students answered questions using a Likert scale, with 1 representing “strongly

disagree” and 5 representing “strongly agree.”

Future marketing professionals consider work-life balance to be important. In deciding on

a career, they consider how work-life balance will be affected. Availability of flexible work

arrangements is an important consideration in choosing their employer. Future marketing

professionals strongly agree that the availability of flexible work arrangements is important to

long term job satisfaction and that flexible work arrangements are especially important to

employees with children. Exhibit 1 shows the mean scores to the survey questions. T-tests were

used to determine if the responses to each statement were significantly different from neutral

(score = 3), and all were except for Statements 8 and 9 regarding part-time work and job sharing,

respectively.

[Insert Exhibit 1 here]

As shown in Exhibit 1, the first six statements on the survey relate to work-life balance

perspectives regarding career and job performance. The next six statements pertained to specific

flexible work arrangements. Statement 5 received the most positive response, with an average

score of 4.73: A healthy work-life balance leads to better job performance. Statement 6 received

the second most positive response, with an average score of 4.72: Availability of flexible work

arrangements is especially important to employees with children. Coming in third place is

Statement 1, with an average score of 4.54: In choosing a career, I consider how my work-life

balance will be affected.

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The study‟s first research question is: Do future marketing professionals consider work-

life balance issues to be important when making job decisions? Results indicate that the answer

is a definite „yes.‟ Future marketing professionals think that a healthy work-life balance leads to

better job performance. In addition, they think that a healthy work-life balance promotes better

ethical decision making on their part. The respondents averaged 4.00 for Statement 6: A healthy

work-life balance leads to better ethical decision making. This corresponds to the results of the

Deloitte & Touch 2007 study linking ethics and work-life balance (cf., Schurr 2007, AFP 2007,

Meyer 2007).

Respondents were asked which of the following flexible work arrangements would be

important to them in their future job: flex-time, part-time work, job sharing, work at home

options, special summer or holiday hours, or telecommuting. Future marketing professionals are

most concerned with the availability of flex-time, work-at-home options, special summer or

holiday hours, and telecommuting. They are least concerned with the availability of part-time

work and job sharing.

The last part of the survey asked participants to choose between four compensation

options: Two percent more pay, two weeks more vacation, combination of 1% more pay and one

week more vacation, or a totally flexible work week. Results are shown in Exhibit 2. As shown

the most popular choice is the combination of 1% more pay and one week more vacation,

followed by two weeks more vacation. The choice of pay alone was in last place. Strikingly, 21.0

percent chose a flexible workweek over any pay/vacation option.

[Insert Exhibit 2 here]

The second research question is: Is there a significant different between the work-life

balance perspectives of male and female future marketing professionals? Findings indicate that

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the answer to the second research question is „no.‟ Based on the survey results, there was no

significant difference between perspectives of male and female respondents. In addition,

ANOVA was used to evaluate the impact of age and work experience; no significant differences

were found.

Summary and Conclusions

Findings of this study indicate that future marketing professionals regard work-life

balance issues as very important to their future careers. Future marketing professionals indicate

that a healthy work-life balance affects job satisfaction, job performance, and ethical decision-

making. While gender differences were expected, there were no significant differences between

male and female future marketing professionals regarding work-life balance.

To help their employees achieve a healthy work-life balance, employers should consider

offering flexible work arrangements: flex-time, part-time work, job sharing, work-at-home

options, summer or holiday hours, and telecommuting. Future marketing professionals are

particularly concerned with the availability of flex-time, work-at-home options, special summer

or holiday hours, and telecommuting. They are least concerned with the availability of part-time

work and job sharing. A striking finding was that when given a choice, 21.0 percent of study

participants chose a flexible workweek over any pay/vacation option.

Employers of marketing professionals should consider work-life balance issues and how

they make their companies more or less attractive to younger persons who are making career

choices. In the same way, marketing educators should be aware of the work-life balance

concerns of their students. By discussing these issues in the classroom, educators can help

prepare their students for the work-life challenges of their future careers.

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This study is only a starting point for research on work-life balance issues in the

marketing field. The study is limited by its sample of students from one southwest U.S.

university. The survey instrument was limited to only some of the work-life balance issues,

including flexible work arrangements, which could be studied. Future studies could consider

larger samples, more regions of the U.S., and work-life balance issues beyond those covered in

this study.

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Exhibit 1

Perspectives of Future Marketing Professionals on Work-Life Balance

_____

Note: * = p < .01. Overall mean significantly different from neutral („3‟). Male and female

means are not significantly different. Scores were on a range from 1=strongly disagree to

5=strongly agree; the survey included 100 junior and senior marketing students.

Overall

Mean

Female

Mean

Male

Mean

Q1 In choosing a career, I consider how my work-life balance

will be affected. 4.54 * 4.58 4.42

Q2 Availability of flexible work arrangement is an important

consideration in choosing an employer. 4.19 * 4.20 4.15

Q3 Availability of flexible work arrangements is important to long

term job satisfaction. 4.42 * 4.42 4.42

Q4 Availability of flexible work arrangement is especially

important to employees with children. 4.72 * 4.73 4.69

Q5 A healthy work life balance leads to better job performance. 4.73 * 4.74 4.69

Q6 A healthy work life balance leads to better ethical decision

making. 4.00 * 4.01 3.96

In my future job, the availability of the following flexible

work arrangements will be very important to me:

Q7 Flex-time. (There are certain hours of the day when employees

must work, while the rest of the day is"flex-time" in which

employees choose when to work.) 3.70 * 3.78 3.46

Q8 Part time work. 2.74 2.77 2.65

Q9 Job sharing. (Two employees share the same position; splitting

the time and responsibility required for the job.) 2.71 2.66 2.85

Q10 Work at home options. 3.78 * 3.85 3.58

Q11 Special summer or holiday hours. 4.20 * 4.26 4.04

Q12 Telecommuting 3.85 * 3.91 3.69

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Exhibit 2

Comparison of Female and Male Compensation Choices

% T ota l

(n= 100

%

F emales

(n= 74)

% Males

(n= 26)

T wo P ercent More P ay 3.0 1.4 7.7

T wo W eeks More

V acation 36.0 35.1 38.5

C ombination 1% More

P ay & 1 W eek More

V acation 40.0 41.9 34.6

F lexible W ork W eek 21.0 21.6 19.2

T ota l 100.0 100.0 100.0