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 interviewed, candidates in this age group are more demanding when it comes to compensation.
The study surveyed 500 employers of different sizes, sectors, and regions of the country, as well as 1,000 workers, equally distributed among the four generations analyzed: Baby Boomers (+60 years), 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 that Generation Z's talents are "a little 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 a 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 demanding regarding compensation. For Millennials, this number is 22%; for Generation X, 12%; and for Baby Boomers, 8%. In addition to Brazil, the survey covered Belgium, France, Germany, the Netherlands, Switzerland, and the United Kingdom.
This behavior is also reflected in the expectations of the professionals themselves: 39% of Generation Z expect a salary increase in the next 12 months because they consider they have acquired new skills or qualifications. Another 34% cite achieving performance targets as a justification, while 28% mention the impact of inflation on the cost of living and the increase in workload.
"What we see is a generation that values purpose and the 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 the perception of self-worth in the market," he/she/they adds.
In addition to the salary, corporate benefits also stand out. Almost three-quarters (72%) of employers noticed an increase in Generation Z's demands for this type of compensation. The index is higher than that of the other analyzed generations, indicating that expectations go beyond direct compensation.
The study also shows that the criteria used to justify an increase vary among generations. While the younger ones prioritize skill development and performance, Baby Boomers are the most likely to cite the rising cost of living as a reason to seek higher salaries. Millennials and Generation X professionals balance the appreciation of new learning with the achievement of goals.
For companies, the challenge is to understand these nuances and offer 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. Leadership needs to be attentive to this to build high-performance and sustainable teams in the long term," concludes Amanda.
Generation Z leads movement for greater financial appreciation
