According to research by Robert Half, a global talent solutions consultancy, Generation Z professionals (aged 18 to 27) were the ones who most increased their salary expectations in Brazil compared to the previous year. For 74% of the employers surveyed, candidates in this age group are more demanding when it comes to compensation.
The study surveyed 500 employers of different sizes, sectors, and regions across the country, as well as 1,000 workers, equally distributed among the four generations analyzed: Baby Boomers (60+), Generation X (44 to 59), Millennials (28 to 43), and Generation Z.
Among Brazilian companies, 41% stated that Generation Z professionals are “much more demanding” regarding salary, a rate higher than that observed among Millennials (24%), Generation X (18%), and Baby Boomers (9%). Another 33% consider Generation Z talents to be “slightly more rigorous,” compared to 47% of Millennials, 25% of Generation X, and 14% of Baby Boomers. On the other hand, 41% of employers do not perceive any change in Generation X’s behavior on the topic, and 31% observe Baby Boomers becoming less demanding.
Globally, 37% of Generation Z talents have become much more rigorous regarding compensation. For Millennials, this number is 22%; for Generation X, 12%; and for Baby Boomers, 8%. Besides Brazil, the survey covered Belgium, France, Germany, the Netherlands, Switzerland, and the United Kingdom.
This behavior is also reflected in the professionals’ own expectations: 39% of Generation Z expect a salary increase in the next 12 months, believing they have acquired new skills or qualifications. Another 34% cite exceeding performance targets as justification, while 28% mention the impact of inflation on the cost of living and increased workload.
“What we see is a generation that values purpose and work environment but also understands financial recognition as an essential part of the package,” reflects Amanda Adami, manager at Robert Half. “Unemployment rates remain at historically low levels, which increases competitiveness among professionals and reinforces their perception of their own market value,” she adds.
Beyond salary, corporate benefits also stand out. Nearly three-quarters (72%) of employers noticed an increase in Generation Z’s demands for such benefits. The rate is higher than that of the other generations analyzed, indicating that expectations go beyond direct compensation.
The study also shows that the criteria used to justify a raise vary among generations. While younger professionals prioritize skill development and performance, Baby Boomers are the ones who most often point to the rising cost of living as a reason to seek better salaries. Meanwhile, Millennials and Generation X professionals balance valuing new learning with meeting targets.
For companies, the challenge lies in understanding these nuances and offering proposals perceived as attractive. “The balance between financial recognition, growth opportunities, and quality of life tends to determine the success of talent attraction and retention strategies, now and in the future. Leaders need to be attentive to this to build high-performing and sustainable teams in the long term,” concludes Amanda.
Generation Z leads the movement for greater financial appreciation
