Work-Life Balance Perspectives of Future Marketing Professionals

The current generation appears to place greater attention on work-life balance than the prior generation. This will have important implications for employers of future marketing professionals. The term 'work-life balance' refers to people spending sufficient time at their jobs while also spending adequate time on other pursuits, such as family, hobbies, and community involvement. This study examines two research questions. The first considers the importance that future marketing professionals, i.e., students, place on work-life balance. The second regards whether gender differences are associated with work-life balance. To answer these questions, an examination is made of the perspectives of future marketing professionals. Maslow's hierarchy theory and McClelland's motivational needs theory offer some theoretical support regarding why people strive to achieve a healthy work-life balance. Gender theory and related research provide theoretical support regarding differences between male and female perspectives