Why Gen Z are flocking to purpose-driven work – and what this means for your organisation

Born between the mid-1990s and early 2010s, ‘Gen Z’ are the generation that can juggle social media trends and climate activism, all whilst turning every virtual meeting into a meme-worthy moment. But as these digital natives join the workforce, they are more likely to look for purpose-driven work over more traditional job incentives. Yet whilst they may share some similarities to Millennials, this is an increasing change from older generations: Gen X values job security and stability, and Baby Boomers typically look for loyalty and long-term career prospects.

Understanding the different wants and needs of the different generations will help organisations create a more inclusive workplace. But it will also help workplaces to appeal to younger generations, giving them more opportunities to attract top talent.

The rise of purpose-driven work

A 2024 Deloitte survey found that about 86% of Gen Z thinks having a sense of purpose at work is key for job happiness and wellbeing. Not just in it for the money, Gen Z want their work to match their personal values and help wider society. This is a growing contrast to previous generations, where financial stability and job security were often the primary motivators for older people.

Why purpose matters to Gen Z

Several factors explain this focus on purpose-driven work. Gen Z has grown up in a world with rapid technological advancements, increasing issues from climate change, and world-wide social justice movements. These major developments have shaped their worldview, and with easy access to news and social media, they are aware of social and environmental issues – and want to do something about them. This is backed up by a survey by Ernst & Young, whichshowed nearly two-thirds of Gen Z want to work for companies that share their values.

It is also likely the COVID-19 pandemic has further encouraged their desire for meaningful work, as it highlighted the fragility of life and inspired people to want to contribute to something larger. As a result, Gen Z is more likely to turn down job offers from companies that do not align with their ethical standards- or ignore social and environmental issues.

Implications for organisations

For organisations, this shift to purpose-driven work presents both challenges and chances in employing the best staff from younger generations. To attract and retain Gen Z talent, companies need to show genuine commitment to making social and environmental responsibility a core part of their business.

Here are some steps organisations can take to be more attractive to a Gen Z workforce:

• Align company values with social impact: make sure your organisation’s mission and values to support social and environmental causes. Use corporate social responsibility (CSR) and sustainable practices to show commitment.
• Promote transparency and authenticity: Gen Z values transparency and authenticity. Be open about your company's efforts to make a positive impact and share this clearly to your employees and job seekers.
• Foster a purpose-driven culture: create a workplace culture that encourages employees to engage in meaningful activities. This can include volunteer programs, sustainability projects, and opportunities for employees to contribute to causes they care about.
• Offer opportunities for growth: Gen Z are keen to learn and grow. Provide development programmes that improve their skills but also matches their desire to make a difference.
• Support work-life balance: workers are increasingly more focused on the importance of work-life balance. Flexible working arrangements and mental health support will be attractive to Gen Z employees who prioritise their wellbeing.

Conclusion

As Gen Z continues to enter the workforce, their preference for purpose-driven work will shape how companies work. Organisations need to adapt to this trend by encouraging a culture of purpose and aligning their organisational values with an increasingly socially-conscious workforce. By doing so, companies could attract top talent and make a positive impact to society.

Embracing this focus on purpose-driven work is not just a way to attract Gen Z talent; it is a chance to build a more sustainable and responsible organisation.

Sources

https://www.deloitte.com/global/en/issues/work/content/genz-millennialsurvey.html

https://www.forbes.com/sites/deloitte/2024/05/15/gen-zs-and-millennials-seek-purpose-and-progress-in-a-changing-world-insights-from-deloittes-2024-gen-z-and-millennial-survey/

https://www.statista.com/topics/11047/generation-z-in-the-uk/