Generation Z, which includes people aged 16 to 30 in 2025, has been one of the main drivers of transformation in the labor market. This age group is expected to represent 58% of professionals worldwide by 2030.
This is what a survey by the World Economic Forum indicates. Therefore, studies have emerged to understand the perceptions, preferences, and concerns of these young people, who were born into a widely connected world that is increasingly complex and dynamic.
Research indicates Generation Z preferences
A survey by The National Society of High School Scholars (NSHSS) showed Generation Z's priorities when seeking employment. Fair treatment among employees was mentioned by 28% of respondents, while work-life balance (25%) and corporate social responsibility (14%) also stand out.
The study also reveals that 86% value opportunities for professional development in the corporate environment. Already 63% consider paid free time an essential benefit in their relationship with companies.
On the other hand, technology is viewed with caution by these young people. For 59%, artificial intelligence will have more negative impacts than positive ones in the next ten years. Additionally, 62% say they are concerned about job replacement due to automation and algorithms.
These data indicate a professional profile seeking balance and purpose in the future. Generation Z, according to NSHSS, tends to demand fair benefits from companies, as well as ethical conduct and social responsibility.
The labor 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 ones, 51% offer access to learning and development opportunities, 44% invest in benefits packages and competitive compensation, and 38% invest in the company's good reputation.
The survey indicates that retaining professionals remains a major challenge. Wage competition with other companies is the most cited factor, affecting 66% of respondents.
Another point is the lack of opportunities for internal growth and development. 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 prospects for career advancement. At the same time, leaders realize that reputation and a positive environment are differentiators for attracting qualified professionals.
Flexibility is one of the focuses of the youngest.
With the advancement of Generation Z,the search for a more flexible work modelIt has 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 personalized work schedules are gaining more and more space. For Generation Z, balancing multiple activities and maintaining a work-life balance is essential.
This trend accompanies an increasingly dynamic and digital market. With the upcoming generation set to represent the majority of the workforce, companies that do not adopt flexible models may face greater difficulties in attracting and retaining talent.
