FAMILY OR CAREER? INTERGENERATIONAL DIFFERENCES IN VALUES
FAMILY OR CAREER? INTERGENERATIONAL DIFFERENCES IN VALUES

Summary/Abstract: Structurally disadvantaged regions are looking for ways to attract and retain educated people who are the pillars in community for economic, social, and cultural prosperity. This research is aimed at gaining insight into the values and preferences of such people in order to better understand their decision-making. The study sample (n = 1350) was formed using quota-wide sampling (university-educated people). The data was collected by a specialized research agency using an electronic survey. The values and preferences were first determined using a semantic differential scale, and then the significance was verified by a Kruskal Wallis test followed by a post hoc test. Based on the statistical analysis, it was found for all generations that the ideal place to live is a quiet village or smaller town with good civic amenities, transport accessibility, and proximity to nature. This offers an opportunity for several villages that saw a large loss of population in the past when inhabitants left for big cities at the end of the last century. Another common value across generations is the preference for family over single life. However, Generation Z differs from Generation X and Y in their preference for career over family and even their preference for career over leisure time, which is not entirely consistent with Inglehart's theory on the preference for post-materialist values.

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