Abstract:

Studies on generational differences in work values suggest that work-life balance is strongly valued for Generation Y workers. In particular, the Spanish advertising Gen Y employees (the future advertising workforce) wants “to have it all” (career and family). In this sense, little is known about how these students believe they will handle this multiple role lifestyle. Given the future advertising workforce’s aspirations for full involvement in work and family, the aim of this study is to know how these students are planning for the combination of these roles in their lives. A survey on family and work expectations was administered to 350 Spanish advertising undergraduate students. As other studies have stated, our results show that these students perceive decisions about multiple roles to be “far in the future”. To prevent potential role strain, the evidences from this study provide valuable information to educators assisting young people to plan their futures.

Keywords:

Multiple Role Planning, Advertising undergraduate students, Educators.