Abstract
M.Comm.
The objectives of the present study were:
To explore the perceptions about CSR held by different generations in a South African financial institution.
The population consisted of 900 employees working for the African Bank Investments Limited (ABIL) head office and branches in Gauteng, Cape Town, and KwaZulu-Natal who were born between 1946 and 1995.
Questionnaires were distributed to employees in the head office. The researcher collected completed questionnaires personally. During the same period, questionnaires were distributed to the branches by utilising the company's branch auditors and quality control specialists (QCS).
The returned questionnaires were coded and the raw data entered into and analysed using the Statistical Package for Social Sciences (SPSS) version 16.0.2. This study made use of Analysis of Variance (ANOVA) to identify whether differences in mean results across the generations were significant. The final sample comprised of 656 respondents, which was a response rate of 73%.
The findings indicated that Baby Boomers and Generation Y generally share similar perceptions with regard to CSR initiatives in the workplace, the role that organisations play, as well as the motivations behind undertaking CSR initiatives. Baby Boomers and Generation Y are generally more positive than Generation X about the virtues of CSR.
Recommendations are made to ABIL to embark on an age- or generational-group focussed education programme to convey the message about the intent of the CSR initiatives undertaken.