INTRODUCTION
Generational Perceptions: Workers and Consumers
oday‟s workers and consumers consist of four generations of individuals who were raised with very
different technologies and lifestyles. How does this affect attracting and retaining individuals as
workers or consumers? Generational differences of individuals may influence their values and
preferences (Smith & Clurman, 1997). According to generational theorists, people who have experienced similar
environmental conditions, such as political events, economic situations and technological changes, will have related
outlooks (Marías, 1970; Smith & Clurman, 1997). This paper will clarify some of these differences.