Generation Z, which includes people aged 16 to 30 in 2025, has been one of the main factors transforming the job market. This age group is expected to represent 58% of professionals globally by 2030.
This is according to a survey by 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 into a widely connected and increasingly complex and dynamic world.
Research indicates Generation Z’s preferences
A survey by The National Society of High School Scholars (NSHSS) revealed Generation Z’s priorities when looking for a job. Fair treatment among employees was cited by 28% of respondents, while work-life balance (25%) and corporate social responsibility (14%) also stood out.
The study also shows 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, these young people view technology with caution. For 59%, artificial intelligence will have more negative than positive impacts over the next ten years. Additionally, 62% say they are worried about job replacement due to automation and algorithms.
These data indicate a professional profile that seeks balance and purpose in the future. According to the NSHSS, Generation Z tends to demand fair benefits from companies, as well as ethical behavior and social responsibility.
The job market adapts 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 strategies, 51% offer access to learning and development opportunities, 44% focus on competitive benefits and compensation packages, and 38% invest in strong brand reputation.
The survey points out that retaining professionals remains a major challenge. Salary competition with other companies is the most cited factor, affecting 66% of respondents.
Another issue is the lack of internal growth and development opportunities. According to the study, 34% of companies see this limitation as a risk to keeping teams engaged.
These numbers show that more and more companies are seeking to offer real career advancement prospects. At the same time, leaders recognize that reputation and a positive work environment are differentiators in attracting qualified professionals.
Flexibility is a focus for younger generations
With the rise of Generation Z,the search for a temporary work modelhas become a priority for this age group. The NSHSS report indicates that flexible schedules are a goal for 61% of these professionals.
This movement creates a scenario where remote, hybrid, and customized work schedules are gaining increasing traction. For Generation Z, balancing multiple activities and maintaining work-life balance is essential.
This trend aligns with an increasingly dynamic and digital market. With this 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.
