Financial security, purpose and well-being are not separate priorities for this generation. Deloitte’s survey shows they reinforce one another: those who feel financially secure are more likely to find their work meaningful. Value misalignment also weighs heavily: more than four in ten Gen Z workers have already turned down a job offer for ethical reasons. And six in ten would consider accepting a job with misaligned values if the pay were good — pointing to financial pressure as a decisive factor.
Motivation among Generation Z is the lowest compared to previous generations: 64% of respondents feel fully engaged at work, while among Baby Boomers that figure rises to 79%. The absence of growth, recognition and meaning appears in both studies as the combination that weighs most heavily on the decision to leave.
By 2030, Generation Z and Millennials will represent 74% of the global workforce, according to a Forrester projection cited in Deloitte’s analysis. Meanwhile, Gen Z’s purchasing power is expected to rise from $2.7 trillion in 2024 to $12.6 trillion in 2030, according to the Bank of America Institute. Generation Z is, at the same time, the talent companies need to attract and the consumer they need to serve. The companies that manage to win them over will be better positioned to succeed.