Jean M. Grow|Shiyu Yang
Generation-Z Enters the Advertising Workplace: Expectations Through a Gendered Lens
Marquette University|Marquette University
generationz genz entering workforce differing personal professional expectations previous generations expectations tend vary gender time workplace environments social structures underpin workplace slow change advertising exception educators beginning encounter genz differing habits expectations young women men share many common experiences expectations expectations also influenced gendered experiences social capital theory helps us make sense findings explore gaps expectations genz realities advertising industry within changing world previous research largely focused advertising industry expects however little research exploring future graduates expect even less genz students expectations viewed gendered lens research explores expectations 98 genz students suggests ways advertising educators might help bridge gap expectations professional realities face