DDB Life Style Study

Labor Day Observation: The Paycheck is a Means to Pursue Other Passions

In America, Labor Day is the symbolic end of summer and a yearly milestone that, when reached,
signals the end of Summer, a return to regular schedules and, of course for football fans, the welcome
start of its season. The historical intent of Labor Day was to celebrate American workers and the effort
and impact they have on society. As such, we thought it was timely to examine the attitudes US adults
have about working.

Data from the 2014 DDB Life Style Study

indicates differences across generations relative to

perceptions about how much people work, how they view their jobs, and the tradeoffs they would be
willing to make to improve the quality of their lives. We compared attitudes among Millennials, Gen
Xers and Boomers who work full-time across a battery of work-related issues.

While more American adults are likely to view their work as a career (54%) versus just a job (46%),
only 42% would agree that their work gives them the greatest satisfaction in life. Interestingly, among
the three generations compared, the minority view that work does in fact provide great satisfaction
is more likely held by Millennials than by Gen Xers and Boomers (45% v. 41% and 38%, respectively).
This might be due to the fact that Gen Xers and Boomers are more likely to have experienced things
like marriage and parenthood, which usually bring greater satisfaction than work. Similarly, it could be
that Millennials have not yet experienced disillusionment about their career choices.

Only 37% of adults indicate they are passionate about their work. While Boomers are more likely than
Millennials to say they work so that they have the means to pursue their other passions (66% v. 62%),
they are also significantly more likely than Millennials to say that they enjoy their jobs a lot (53% v.
44%).

Millennials are more likely than Gen Xers and Boomers to describe themselves as workaholics (44%
v. 41% and 35%, respectively), and they are also more fearful about rocking the boat in the
workplace because they fear being fired (38% v. 33% and 27%, respectively). As such, it is also not
surprising that they are far more likely than Gen Xers and Boomers to indicate that they would take
credit for someone elses work if it would help them get ahead (27% v. 15% and 5%, respectively).

While 64% of full-time workers believe that on a job, security is more important than money, it is
Boomers and Gen Xers who espouse this view far more than Millennials (66% and 67%, respectively,
v. 61%) perhaps because their experience affords better perspective about the challenges of finding
good jobs, and they are more likely to have financial obligations (i.e., mortgages and dependents)
where a steady paycheck is essential.

While security trumps money in the absolute, given the choice between a secure job that doesnt pay
as much versus a job you love that pays only enough to cover the bills and no more, most opt for
the job you love (61%). Though a popular view is that people want a better work-life balance, it
seems that what people really want is to work less and be paid the same, since fewer than 30% of
adults would choose to work fewer hours if it meant less income.

Our attitudes about work are filled with understandable contradictions and inconsistencies, says
Denise Delahorne, SVP, Group Strategy Director at DDB Worldwide, as we are very rational about our
paychecks but rather emotional about our jobs.


HIGHE ST LEVEL OF EDUCTION COMPLETED


Full-Time Workers




Adults 18+




Millennials Gen Xers




Boomers
SAMPLE SIZE

2723

1090 784 807
Im a workaholic
40% 44% 41%* 35%*
On a job, security is more important than money
64% 61% 67%* 66%*
I'm afraid to rock the boat in any way at work for fear that I'll
be fired for it

33%

38%

33%*

27%*
I would like to work fewer hours, even if it meant a drop in
income

30%

33%

30%*

27%*
Work gives me my greatest satisfaction in life
42% 45% 41%* 38%*
I would take credit for somebody else's work if it would help
me get ahead

16%

27%

15%*

5%*
I consider my work to be: A career
54% 53% 56% 53%
I consider my work to be: Just a job
46% 47% 44% 47%
Which is more true?
I work because I'm passionate about what I do

37%

38%

37%

34%*
Which is more true?
I work so I have the means to pursue my other passions

63%

62%

63%

66%*
Which is most true? - I enjoy my job a lot
49% 44% 49%* 53%*
Which is most true? - I enjoy my job a little
42% 43% 42% 40%*
Which is most true? - I don't enjoy my job at all
10% 12% 9% 7%*
Which would you rather have?
A secure job that doesnt pay much

39%

36%

41%*

43%*
Which would you rather have?
A job you love that pays only enough to cover the bills
but no more

61% 64% 59%* 57%*

*Significant difference v. Millennials