Page 81 - IJPS-11-1

International Journal of
Population Studies Cultural values and workplace gender equity

indicates that collectivistic cultures exhibit a high emphasis and conformity (Tolbize, 2008) in comparison to their
on conformity (Kim & Markus, 1999). Some scholars even immediate predecessors. With respect to power distance,
consider conformity as a behavioral manifestation of generational differences are not conclusive. Some studies
collectivistic values (Fincher et al., 2008). Due to the close suggest that Gen Y requires strong supervision and prefers
alliance between conformity and collectivism, conformist authoritative leadership, reflecting a higher power distance
cultures are arguably less gender egalitarian (Long, 2011). orientation (Twenge, 2010), while others reveal a strong
tendency among this generational cohort to question
Furthermore, as previously noted, people’s propensity
to conform to societal norms varies across cultures, and the authority, indicating a lower power distance inclination
(Teck & Hennessy, 2011). Moreover, with increased
interaction between culture and conformity determines diversity, Gen Yers can be expected to display greater
their attitudes toward non-conventional gender roles. This comfort in handling ambiguous situations and tend to
relationship is depicted in Figure 1. score lower on uncertainty avoidance in comparison to
In alignment with these findings, we propose the previous generations (Clarey, 2009).
following hypothesis: (H1) cultural values and conformity With respect to generational variations in conformity
tendencies would significantly predict attitudes toward WGE, tendencies, there is a paucity of evidence. Nevertheless,
and conformity tendencies would significantly mediate the by considering research findings that indicate a constant
relationship between cultural value orientation and WGE. decrease in collectivism in India (House et al., 2004)
However, the preference for conformity and cultural and following the premise that collectivism is positively
values is not fixed; it tends to evolve over generations correlated with conformity (Triandis, 1994), we can
(Twenge, 2010). A generation is defined as a group of tentatively infer that conformity has substantially
people born in the same general time span who share some decreased over generations in the Indian cultural context.
life experiences, including significant historical events, Consequently, it can be anticipated that Generation Y is
pastimes, heroes, and early work experiences (Weston, the least conforming among all generations in India.
2001; Blauth et al., 2011). It is imperative to emphasize that Regarding gender parity, Parry (2014) has asserted
the classification of generations is deeply rooted in their that Gen Y has grown up in a more gender-egalitarian
shared life experiences, common values, and sociocultural, atmosphere, making them more supportive of gender
political, and economic context. For this very reason, the equality. Recent global trends have also shown a narrowing
classification of Indian generations differs from the Western of the gender pay gap across three generations (Pew
taxonomies. In the West, five generational cohorts have Research Center, 2013). This observation clearly signifies
been recognized, according to Steelcase Workspace Futures a substantial decrease in workplace gender inequalities,
(2011b). These include Traditionalists (born between explaining why younger female employees perceive greater
1922 and 1944), Baby Boomers (born between 1945 and parity at work and view discrimination as a concept of the
1964), Generation X (born between 1965 and 1979), and past (Eisner & Harvey, 2009).
Generation Y or Millennials (born between 1980 and
2000). In India, Steelcase Workspace Futures (2011a) has These research findings suggest that cultural values,
identified four cohorts, namely, Freedom Fighters (born ideologies, and preferences change across generations.
Consequently, each generational cohort can be expected to
between 1900 and 1946), Traditionals (born between 1947 possess a different set of values and cultural orientations,
and 1964), Generation X (same age cohort as Western Gen even within the same cultural milieu. In light of these
X), and Generation Y (same age cohort as Western Gen Y).
findings, the present study aims to investigate differences in
Research indicates that Millennials exhibit lower levels cultural values, conformity tendencies, and preferences for
of collectivism (Sverko, 1999; Teck & Hennessy, 2011) WGE across three generations: traditionals, Gen Xers, and
Gen Yers in India. Informed by the aforementioned research
findings, we propose the following hypotheses: (H2) There
would be significant differences between Traditionals, Gen
X, and Gen Y employees on the dimensions of cultural
values, conformity tendencies, and WGE.
In addition to generational differences, gender-
based variations also exist with respect to individuals’
cultural orientations (Kashima et al. 1995), preferences
Figure 1. Proposed model depicting the relationship among cultural for conformity (Griskevicius, 2006), and acceptance
values, conformity, and workplace gender equity of egalitarian gender norms (Ellis et al., 2008). The

Volume 11 Issue 1 (2025) 75 https://doi.org/10.36922/ijps.422