Since the year 2000, younger workers born after 1980 have been entering the South African workforce in large numbers. The experienced Baby Boomer generation, born between 1945 and 1964 has started leaving the workplace in retirement. With organisations currently facing the challenge of skills shortages in some professions/trades, it is important for organisations to recognise the potential influence of work values on attitudes and behaviours at work in order to retain staff and groom future leaders. Different Generations are assumed to bring their own norms and values into the work place and an understanding of what motivates these different generations will ensure that organisations better plan retention strategies. As South Africa receives the latest generation of workers (Generation Y) into the work force, managers need to be encouraged to deal with the potential generational differences among workers. The purpose of this quantitative study was to research and examine the relationship between age, sources of motivation, work values, organisational commitment and job satisfaction across generations in the South African work force. A research model was developed to test theory on generational differences. Cohort membership was hypothesised to influence motivation, work values, organisational commitment and job satisfaction. Work values and sources of motivation were also hypothesised to influence organisational commitment and job satisfaction. A quantitative study was conducted to investigate the association between age (which represented cohort membership) and sources of motivation, work values, organisational commitment and job satisfaction. The study was designed to answer the main question: Are there significant differences in sources of motivation, work values, organisational commitment and job satisfaction across the three generations found in the South African workforce today? Data were collected using both an on line and hard copy questionnaire distributed to corporate companies that participate in career exhibitions at the University of the Witwatersrand. Data were analysed using SPSS software version 19 and 20.The findings largely confirm previous findings which suggest that there are significant differences between generations in sources of motivation, work values, organisational commitment and job satisfaction. Consistent with research, older workers, Baby Boomers were found to have higher job satisfaction than younger workers. An interesting finding of this study was that contrary to research literature, younger workers, generation Y, were found to have higher organisational commitment than Baby Boomers and generation X. Consistent with previous studies, Baby Boomers were found to have higher levels intrinsic work values than both generation X and Y. The results indicate that there are differences between generations and this has implications for Human Resource practitioners and researchers. Based on the findings of this research, further research is warranted specifically in understanding organisational commitment across generations.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.

There is a low supply of the missing middle housing types (MMH) in walkable urban core neighborhoods. That is, a variety of compact low- to mid-rise housing in walkable areas that are accessible to entertainment, recreational and other amenities. The largest demographic, the millennials, followed by the baby boomers, prefer the MMH types. The MMH types is a new name for a variety of compact housing types that existed in traditional neighborhoods in urban areas pre-World War II. However, due to changes in housing preferences after World War II, the requisite land use and zoning changes facilitated larger single-family homes phasing out the MMH types. Efforts to reintroduce the MMH types is these areas are met with opposition. This research investigates increasing the supply of the MMH types in walkable urban core neighborhoods. The literature review reveals, prior to this one, no academic study at this level was done to understand how to increase the supply of MMH types in these areas. This research explores the views of stakeholders in urban planning and various professions related to housing and the MMH types in the Tampa Bay Area, to better understand the issues involved in the low supply of the MMH types in urban core areas. The data for this qualitative research was guided by a grounded theory methodology (Corbin & Strauss, 2014) and was derived from thirty-nine semi-structured interviews with stakeholders to find out what factors inhibit and ways to improve the supply of the MMH types in the Tampa Bay area.

The purpose of this study is to identify how Covid-19 has impacted the behaviour of baby boomers when grocery shopping. While most countries in the world went on lockdown, the Swedes decided otherwise. Covid-19 has caused unprecedented behavioural changes amongst Swedish consumers, to avoid risks affiliated with the virus. This has led to the largest increase in usage of online grocery services among all industries. Baby boomers increased their online presence during the pandemic, more so than any other generation. Therefore, identifying and elaborating on these behavioural changes could help predict whether these are temporary or here to stay.  Researchers applied the exploratory design with a qualitative approach which allowed for extensive investigation of the baby boomers' experience and presented rich details of the topic from various perspectives. Through a deductive approach, the authors reached a conclusion that is in line with a predetermined proposition based on logic in theory and applying it. Therefore, existing literature was first reviewed to provide the authors with a theoretical framework.  Next, primary data was collected through semi-structured in-depth interviews with participants that were gathered with the snowball sampling technique. The data was organised according to three global themes: Objects, Doings and Meanings. It was later compiled in a codebook, providing a general overview for comparison and analysis.  The study showed that during the pandemic the frequency and shopping schedule changed. Participants modified this behaviour to avoid crowding. In-store grocery shopping was preferred due to the generation’s desire to test the quality of products before purchase. After the pandemic, the majority of participants were eager to utilise digital tools in-store to a greater extent, as a means of convenience and efficiency. In addition, online grocery shopping is viewed to be complicated and it inhibits their ability to test the quality of products.

Cancer incidence is high for aging minority and underserved populations, yet research is limited about patient-provider communications with aging racial and ethnic minority populations. Achieving high-quality cancer care is crucial to reducing health disparities for this population. However, potential shortages in professional health personnel, the cost to treat cancer, a strained health care system, and large aging populations contribute to the problem. The purpose of this qualitative study was to understand the personal experiences of aging minorities during cancer treatment decision making when communicating with their cancer care providers. Purposive sampling methods were used to recruit 10 minority women and men born between 1946 and 1964 who had experienced communicating with providers and making cancer treatment decisions. In-depth semi-structured interviews and thematic analysis of qualitative data was conducted. Important findings were barriers related to miscommunication with providers, the need for more time with the cancer doctor, and mistrust of the medical profession. Participants perceived poor interpersonal communication with providers as causing a lack of understanding regarding their cancer treatment options, which affected their decision making regarding their treatment. Barriers to communication included long wait times at public or teaching health care systems for follow up cancer care services. The findings of this study could be useful to assist health care providers in improving communication with their cancer patients, reducing cancer health disparities, and increasing the quality of cancer care for this population.

Two of the biggest issues facing large organizations today are knowledge transfer from the retiring Baby Boomers to their younger replacements, the Gamers, and the retention of those younger employees. Retirees are replaced by people 34 years old or younger who think, learn, believe, respond, and work differently further increasing the cultural gap that must be traversed in order to successfully transfer knowledge. This younger demographic is raised on technology and may not remember a time when there were no computers, video games, mobile devices, and the Internet. Large organizations aspiring to stay relevant must learn to take advantage of these unique traits. For organization that utilize repetitive work processes involving ruggedized handheld computing tools, both of these issues mentioned can be remediated through the adoption of modern technology. Some ruggedized handheld device manufacturers, however, have been hesitant to embrace consumer-implemented solutions such as the removal of all physical keys in order to incorporate touchscreen only input. Using Baby Boomer and Gamer-aged workers from a large transportation company experienced with ruggedized handheld devices, a time and error evaluation was performed to determine which input type is best by generation. This study found that moving from physical keyed devices to ruggedized handhelds with touchscreens only is a productive move for an industrial workforce but it’s the Boomers who stand to benefit from this change the most, not the Gamers. This study also identified near future requirements for the next iteration of ruggedized handheld devices based on the expectations of members of the current and future workforce. Results showed that participants from all generations selected a device that followed the touchscreen only model for data input. Experienced users from all generations preferred a smaller device with a large screen size. Lastly, Lean and Six Sigma were combined and their benefits explored in an effort of implementing manufacturing quality tools into a global, service-based, logistics organization. These tools and principles were used to improve the quality and timeliness of selecting and implementing a new ruggedized handheld device for the line-level workers on a global scale.

Après des décennies d'amélioration, l'espérance de vie a stagné dans plusieurs pays à faible mortalité ces dernières années, avec, dans certains cas, quelques reculs. L’augmentation de la mortalité due à la grippe et aux surdoses de drogue, en particulier dans la génération des baby-boomers, a été le principal responsable de cette stagnation de l’espérance de vie. Cette découverte était inattendue, car il est considéré que la mortalité extrinsèque – par opposition à la mortalité intrinsèque due à des maladies dégénératives se déclarant souvent aux grands âges – joue un rôle négligeable dans les changements actuels d'espérance de vie. Pour la même raison, les tendances temporelles de la mortalité extrinsèque n’ont guère retenu l’attention des chercheurs. Les crises périodiques dues aux épidémies de grippe et à la crise des opioïdes sont considérées comme les principaux déterminants des variations de la mortalité extrinsèque. Cependant, des preuves récentes suggèrent que les effets de cohorte jouent un rôle important dans la modulation de la mortalité extrinsèque, mais que de telles influences sont encore mal connues. L'objectif principal de cette thèse est d'examiner le rôle des effets de cohorte sur l’évolution de la mortalité extrinsèque dans les dernières décennies, avec un accent particulier mis sur la grippe et les causes de décès comportementales. Plus spécifiquement, elle vise à (1) déterminer les différences par cohorte de mortalité par la grippe et l’influence des expositions précoces au virus sur cette mortalité; (2) analyser le désavantage de mortalité des baby-boomers au Canada et aux États-Unis en identifiant la contribution des causes comportementales à ce désavantage; et (3) développer un outil méthodologique permettant à la fois l'analyse visuelle de la dynamique temporelle des effets non linéaires d'âge, de période et de cohorte (APC) et la comparaison entre divers phénomènes ou populations. Pour ces analyses, nous utilisons des micro-données de mortalité provenant de systèmes de statistiques de l’état civil au Canada et aux États-Unis. Nous utilisons également les taux de mortalité et de fécondité de divers pays pour généraliser l'analyse visuelle des effets non linéaires à d'autres phénomènes démographiques que la mortalité. Les analyses ont été réalisées en appliquant des modèles de Serfling pour l’estimation de la mortalité par grippe, des mesures démographiques permettant une décomposition par cause des variations de la mortalité, des techniques de lissage pour identifier les tendances et des approches statistiques et visuelles sur des configurations de Lexis pour l’analyse des effets APC. Les résultats, sous la forme de trois articles scientifiques, montrent que malgré des fluctuations marquées au cours des années calendrier (période), les cohortes de naissance ont une influence indépendante et durable sur la mortalité liée à la grippe ou due au comportement. Les principaux résultats du premier article suggèrent que deux mécanismes modulent la mortalité grippale au fil des cohortes. Pour la population jeune et adulte, les risques de mortalité par cohortes dépendent du contraste en le premier virus auquel on est vraisemblablement exposé (le virus laissant« l’empreinte antigénique ») et le virus rencontré à l’âge adulte, au moment de l’épidémie sous observation. Des modifications significatives du risque de décès ont ainsi été observées lors d’épidémies de grippes pour les cohortes nées lors d'importants changements antigéniques (par exemple, une diminution significative du risque pour les cohortes nées entre 1957 et 1968). Pour les âges plus avancés, nous n’avons pas identifié de tels effets de cohorte « ponctuels », mais plutôt un effet de cohorte de plus longue haleine, qui aura conduit à un déclin progressif de la mortalité par grippe entre 1959 et 2016. En nous inspirant des théories dites de technophysio ou de cohort morbidity phenotype, nous attribuons ce déclin à des changements s’étant produit bien avant, c’est-à-dire à l’amélioration marqué des conditions sanitaires qui a eu lieu entre 1900 et 1930, au moment où les cohortes concernées venaient au monde et dont elles ont pu bénéficier. Les travaux du deuxième article de cette thèse révèlent que la plupart des excès de mortalité chez les baby-boomers au Canada et aux États-Unis sont dus à des causes comportementales. Le désavantage des baby-boomers résulte de plusieurs effets de cohortes sur des causes comportementales différentes, et non pas d'effets de période ponctuels affectant la même cohorte aux âges différents, un mécanisme alternatif qui pourrait expliquer la «pénalité des boomers». Les baby-boomers présentaient respectivement un risque d'hépatite C et de mortalité par drogue trois fois et deux fois plus élevé que les cohortes voisines. La contribution méthodologique des graphique de courbure APC, présentée dans le troisième article, nous a permis d'analyser la dynamique des effets non linéaires au fil du temps, à travers divers phénomènes et populations. Cette technique offre une plus grande flexibilité que les modèles statistiques ou autres graphiques de Lexis. Les résultats présentés dans cette thèse montrent l'importance d'analyser les effets de cohortes sur la mortalité extrinsèque. Nos résultats indiquent que même en présence de perturbations de période importantes affectant la mortalité extrinsèque à la plupart des âges, les effets de cohorte se sont maintenus au fil du temps. Ces résultats suggèrent également que les politiques publiques peuvent améliorer considérablement la santé de la population en formulant des politiques qui prennent en compte la sensibilité différentielle des cohortes aux facteurs de risque et en fournissant un soutien social aux cohortes les plus vulnérables. / After decades of improvement, life expectancy momentarily declined during 2014-15 in several high income countries, with subsequent reversals in some cases. The main sources of this stagnation have been increases in mortality from influenza and drug overdoses, mainly for the baby-boomer generation. This trend is unexpected because it has long been assumed that extrinsic mortality, which is due to causes originating outside the body – in opposition to intrinsic mortality from degenerative diseases at old ages –, plays a negligible role in life expectancy changes. For this reason, the temporal patterns of extrinsic mortality have received little attention in demographic research. Period crises such as influenza epidemics and the opioid crisis are considered the main determinants of variations of extrinsic mortality. However, despite recent evidence suggesting that cohort effects have an important role in modulating extrinsic mortality, little is known about this relationship. The main objective of this dissertation is to help fill this gap by examining cohort influences on extrinsic mortality change, with a particular emphasis on influenza and behavioral causes. More specifically, we aim (1) to quantify cohort differences in mortality from influenza and the influence of early life exposures to the virus on subsequent influenza mortality; (2) to analyze the baby boomers’ disadvantage in mortality in Canada and the United States, while identifying the contributions of behavioral causes to this disadvantage; and (3) to develop a methodological tool that can be used to both conduct visual analysis of the temporal dynamics of nonlinear Age-Period-Cohort (APC) effects, and compare these dynamics across various phenomena or populations. To achieve these goals, we use micro-level mortality data from vital statistics in Canada and the United States. We also employ death and fertility rates from various countries to generalize the visual analysis of nonlinear effects to other demographic phenomena. The analyses were conducted by applying Serfling models for the estimation of influenza mortality, demographic measures for the decomposition of cause-specific mortality changes, smoothing techniques for the identification of trends, and statistical and visual approaches on the Lexis configuration for the analysis of APC effects. The results, in the form of three scientific articles, show that despite marked fluctuations over calendar years (periods), birth cohorts have an independent and sustained influence on influenza and mortality from behavioral causes. The main results from the first paper suggest that two mechanisms modulated influenza mortality over cohorts. For the young and adult population, the mortality risks over cohorts depend of the contrast between the first virus to which individuals were exposed (the virus producing an antigenic imprinting) and the virus encountered in adulthood during the observed epidemic. For this age segment, significant changes in risk were found during influenza epidemics among cohorts born during important antigenic shifts (e.g., a decrease in risk for cohorts born between 1957 and 1968). For older ages, we did not identify such “punctual” cohort effects but rather a smooth and monotonic change in cohort effects that might have driven a progressive decline in influenza mortality between 1959 and 2016. Inspired by so-called cohort morbidity phenotype and technophysio evolution theories, we attributed this decline to changes produced earlier, i.e., to the sharp sanitary improvements occurred between 1900 and 1930, when the concerned cohorts were born and when they could have benefited. Findings from the second paper revealed that most of the baby boomers’ excess mortality in Canada and the United States is driven by behavioral causes of death. The “boomer disadvantage” resulted from multiple cohort effects on behavioral-related mortality, and not from punctual period effects affecting the same cohort at different ages. Among the baby boomers, the risk of dying from hepatitis C was almost three times higher, and the risk of dying from drug-related causes was almost two times higher, than among the adjacent cohorts. These results were obtained using an innovative methodology developed in the third paper, which allowed us to analyze the dynamics of nonlinear effects over time through APC curvature plots. This technique provides greater flexibility than statistical models or other Lexis plots, and it has been shown to be applicable to other demographic phenomena, such as fertility. The findings presented in this dissertation offer evidence of the importance of analyzing cohort effects on extrinsic mortality. Our results indicate that even in the presence of substantial period disturbances affecting extrinsic mortality at most ages, cohort effects were sustained over time. These findings also suggest that public policies can significantly improve the health of the population by formulating policies that take into account the differential sensitivity of cohorts to risk factors and by providing social support to the most vulnerable cohorts.

Syfte: Syftet med studien är att undersöka motivation inom virtuella arbetsmiljöer. Vidaresyftar studien även till att jämföra skillnader mellan olika generationer gällande motivation ivirtuella arbetsmiljöer.Metod: I denna studie har en kvantitativ metod applicerats med hjälp av enwebbenkätundersökning. Studien är hypotetisk-deduktiv där hypoteser härleds från denteoretiska referensramen. Den data som samlats in består av 84 svar, vilka bearbetades iprogrammet SPSS där oberoende t-test och medelvärdesanalys genomfördes.Resultat & slutsats: Av de motivationsfaktorer som studerats motiveras den äldregenerationen av flexibilitet och självstyre och bra ledarskap, samt delvis av teknologiskbekvämlighet. Den yngre generationen motiveras av flexibilitet och självstyre, teknologiskbekvämlighet och bra ledarskap, samt ledarskap kopplat till social närvaro. Studien har ävenfunnit att de faktorer som leder till motivation, också kan leda till amotivation inom virtuellaarbetsmiljöer om de hanteras oaktsamt.Bidrag: Studiens praktiska bidrag är en ökad förståelse för olika generationers motivationhos medarbetare inom virtuella arbetsmiljöer, vilket kan underlätta ledararbete ochHR-processer. Studiens teoretiska bidrag ger framför allt en indikation på motivationsfaktoreroch amotivationsfaktorer inom virtuella arbetsmiljöer genom de teoretiska modeller somutvecklats. Vidare bidrar studien även med teoretiska förslag på nya perspektiv på Herzbergstvåfaktorteori och Hawthornestudien. / Aim: The purpose of the study is to investigate motivation in virtual work environments.Furthermore, the study also aims to compare differences between different generationsregarding motivation in virtual work environments.Method: In this study, a quantitative method has been applied using a web based survey. Thestudy is hypothetical-deductive where hypotheses are derived from the theoreticalframework. The data collected consists of 84 responses, which were processed in the programSPSS where independent t-tests and mean value analyses were performed.Results and conclusions: The older generation was found to be motivated by flexibility andself-management and good leadership, as well as in part by technological comfort. Theyounger generation is motivated by flexibility and self-management, technological comfortand good leadership, as well as leadership linked to social presence. The study additionallyfound that the factors which lead to motivation also can lead to amotivation in virtual workenvironments if they are handled negligently.Contribution: The study's practical contribution is an increased understanding of differentgenerations' motivation among employees in virtual work environments, which can facilitateleadership work and HR processes. The study's theoretical contribution primarily provides anindication of motivational factors and amotivational factors within virtual work environmentsthrough the theoretical models that were developed. Furthermore, the study also contributeswith theoretical proposals for new perspectives on Herzberg's two-factor theory and theHawthorne study.

Ledarskapsteori är ett viktigt ämne inom forskning, för att göra det möjligt att optimera prestation och trivsel hos medarbetare i organisationer. Det skapar även möjligheter för ledare att anpassa sig efter sina medarbetare och skapa trivsamma och produktiva arbetsplatser.   Denna studie undersöker sambandet mellan ålder och ledarskapspreferenser hos HR-anställda i Sverige. HR-anställda ansågs vara relevanta att studera då de har stor påverkan på hälsan hos alla anställda på en arbetsplats. Studien utfördes i form av en enkät som besvarades av 221 respondenter, där 21 frågor från instrumentet Multifactor Leadership Questionnaire, MLQ, besvarades. Frågorna mätte ledarstilarna Transformativt ledarskap, Transaktionellt ledarskap samt Laissez faire-ledarskap. Dessutom togs hänsyn till fyra olika generationsindelningar i studien; Baby Boomers, Generation X, Generation Y och Generation Z. Dessa representerar åldern på den arbetskraft som befinner sig på arbetsmarknaden idag.   Resultatet visade på ett negativt samband mellan ålder och preferens för transformativt ledarskap, vilket indikerar att yngre personer föredrar ledare som är mer transformativa i sitt ledarskap. Det fanns även samband mellan preferens för olika ledarstilar, vilket tyder på att en ökad preferens för en av ledarstilarna indikerar en högre preferens för ytterligare en ledarstil. Studien ställer sig kritisk till generationsindelningar, då det inte fanns några signifikanta skillnader mellan preferenserna hos individer från olika generationer. / Leadership theory is an important subject within research, to create information and knowledge of how leadership preferences can differ between individuals. It also creates an opportunity for leaders to adapt their leadership to different co-workers and create healthy workplaces.   The purpose of this study was to investigate the correlation between age and leadership preference in HR-employees in Sweden. HR-employees was considered to be relevant since they are accountable for the health of all employees at a workplace. A survey was conduced, where the 221 respondents answered 21 questions from the questionnaire Multifactor Leadership Questionnare, MLQ. The questions measured the leadership types Transformative leadership, Transactional leadership and Laissez-faire leadership. Four generations were also considered; Baby Boomers, Generation X, Generation Y and Generation Z, which represent the age of the workforce in Sweden at the time the study was conducted.   The study found a negative correlation between age and preference for Transformative leadership, which indicated that younger people prefer leaders who are transformative in their leadership. There were also correlations between preferences for different leadership types, where a higher preference for one leadership type also indicated a higher preference for another leadership type. The study is critical to dividing and judging people based on generation, since there were no differences between the preferences in individuals from different generations.