Generation Z, which includes people aged 16 to 30 in 2025, has been one of the main drivers of transformation in the job market. This age group is expected to represent 58% of professionals globally by 2030.
This is what a survey by the World Economic Forum indicates. In light of this, studies have emerged to understand the perceptions, preferences, and concerns of these young people, who were born into a highly 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 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 with caution by these young people. For 59%, artificial intelligence will have more negative than positive impacts in the next ten years. Furthermore, 62% say they are concerned about jobs being replaced by automation and algorithms.
These data indicate a professional profile that seeks balance and purpose in the future. Generation Z, according to the NSHSS, tends to demand fair benefits from companies, as well as ethical conduct and social responsibility.
The job market is adapting to the current scenario.
According to the 2025 Salary Guide, published 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 a strong brand 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 issue 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 their 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 work environment are key differentiators in attracting qualified professionals.
Flexibility is one of the focuses of younger people.
With the rise of Generation Z, the search for a temporary work model has become a priority for this age group. The NSHSS report indicates that flexible hours are a goal for 61% of these professionals.
This movement creates a scenario in which remote, hybrid work, and customized work schedules are gaining more and more ground. For Generation Z, balancing multiple activities and maintaining a work-life balance is fundamental.
This trend reflects an increasingly dynamic and digital market. With this generation poised to represent the majority of the workforce, companies that do not adopt flexible models may face greater difficulties in attracting and retaining talent.
