Generation Z, which includes individuals aged 16 to 30 in 2025, is becoming one of the main factors in transforming the labor market. This age group is expected to represent 58% of professionals globally by 2030.
This is indicated by a survey from the World Economic Forum. In light of this, studies have emerged to understand the perceptions, preferences, and concerns of these young people, who were born in a world that is widely connected and increasingly complex and dynamic.
Research indicates preferences of Generation Z
A survey by The National Society of High School Scholars (NSHSS) revealed the priorities of Generation Z when seeking employment. Fair treatment among employees was cited by 28% of respondents, while work-life balance (25%) and corporate social responsibility (14%) also stand out.
The study also reveals that 86% value professional development opportunities in the corporate environment. Meanwhile, 63% consider paid time off an essential benefit in their relationship with companies.
On the other hand, technology is viewed cautiously by these young people. 59% believe artificial intelligence will have more negative impacts than positive ones in the next ten years. Additionally, 62% express concerns about job displacement due to automation and algorithms.
These data indicate a professional profile that seeks balance and purpose in the future. According to NSHSS, Generation Z tends to demand fair benefits from companies, as well as ethical conduct and social responsibility.
Labor market adjusts to the current scenario
According to the 2025 Salary Guide, released by Michael Page, companies are adopting new strategies to attract talent. Among the main ones, 51% offer access to learning and development opportunities, 44% focus on competitive benefit packages and remuneration, and 38% invest in the brand’s good reputation.
The survey indicates that retaining professionals remains a major challenge. Salary competition with other companies is the most cited factor, affecting 66% of respondents.
Another point is the lack of internal growth and development opportunities. According to the study, 34% of companies see this limitation as a risk to keep teams engaged.
These numbers show that more and more companies seek to offer real career progression prospects. At the same time, leaders realize that reputation and a positive environment are differentiators to attract qualified professionals.
Flexibility is one of the main focuses for younger generations.
With the advancement of Generation Z, the search for a temporary work model has become a priority for this age group. The NSHSS report indicates that adaptable schedules are a goal for 61% of these professionals.
This movement creates a scenario where remote, hybrid, and personalized schedule work gain more and more space. For Generation Z, balancing multiple activities and preserving the balance between personal and professional life is essential.
This trend accompanies an increasingly dynamic and digital market. With the generation about to represent the majority of the workforce, companies that do not adopt flexible models may face greater difficulties in attracting and retaining talent.
