Generation Z workers value work-life balance above wages and put a premium on ethical considerations
Generation Z workers value work-life balance above wages and put a premium on ethical considerations, with four in 10 young British employees saying they have considered walking away from companies they consider ‘unethical, a survey has found.
According to research conducted by Co-operatives UK, almost two-thirds of 18-—to 27-year-olds want jobs that fit in with other aspects of their lives, narrowly outstripping the number who prioritise a competitive salary.
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Work-life balance was the highest-ranking factor for 63% of young British workers, with pay coming in a close second at 62% and a good working environment as the key consideration for 46%. A total of 42% said they had contemplated quitting a job over perceived shortcomings in a company’s social purpose and values, while 40% admitted they had shunned firms they deemed ‘unethical’.
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‘Gen Z wants to reshape the future of work, demanding that businesses prioritize people, planet, and purpose over pure profit,’ said Rose Marley, CEO of Co-operatives UK, which represents a network of 7,000 British independent co-operative businesses.
‘Younger people want their work to be meaningful and impactful. They aspire for a better world – and want to do something about it.’
Among the 1,000 Gen Z respondents to the survey, 63% felt ‘conflicted’ over their employers’ failure to make a positive contribution to the local community and society more widely. A total of 68% said their jobs felt meaningless because they did not have a beneficial impact on the world at large.
Young workers also identified the gender pay gap as an important consideration (29%), together with honesty and integrity (28%) and a company’s environmental impact (23%). Only 20% said hybrid working was important.
‘Gen Z understands the importance of mental health and the need to maintain a healthy work-life balance, and will push back against the notion that they need to sacrifice personal wellbeing for career success,’ said HR analyst and author Mervyn Dinnen.
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‘They see an uncertain work future, so prioritize developing a diverse range of skills.’
Tellingly, 90% of Gen Z workers said they felt like a cog in the wheel of a faceless organization.
The research has been released to mark the start of the UN’s international year of co-operatives 2025, a global celebration of the impact of member-owned businesses that prioritize people and the planet over profit.
Ellie Rodwell, a 27year-old digital project manager for the Developer Society, said moving to the Birmingham-based, not-for-profit digital co-op two years ago has transformed her professional life.
“I felt I wasn’t making a positive difference in the world – and couldn’t make a difference in the company [she worked for previously] because it was so massive.
‘I’m now somewhere I can make a tangible difference, supporting charities and communities, as well as making a difference in my organization at the same time.’
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The findings of the survey echo those reflected in the latest annual review of the working world by Randstad, a Dutch multinational recruitment firm.
Just under three-quarters of Gen Z workers (74%) ranked work-life balance and mental health support (70%) above salary (68%), with 36% revealing they had quit jobs that did not fit in with their personal lives.
‘Work today is more than just a paycheck,’ said Sander van’t Noordende, the chief executive of Randstad.
‘Talent’s expectations have shifted, they prioritize mental health, wellbeing, flexibility, and meaningful connections, alongside traditional motivations like pay and career progression.
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‘This transformation isn’t just a trend – it’s a new baseline for how we define success in the workplace.
‘We are still operating in a talent-scarce environment where we need all hands on deck, and our research shows that Gen Z is willing to seek new roles if their expectations are not met.
‘Employers need to close the gap between what they are offering Gen Z talent and what talent are demanding.’
Nor is the trend confined to Generation Z, with 83% of staff surveyed by Randstad overall identifying work-life balance alongside job security as their principal concern.
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Financial considerations came in a close second on 82% – the first time in the 22-year history of the survey that finding harmony between the personal and the professional has outstripped salary.
Randstad’s report also closely mirrored Co-operative UK’s findings around the importance of social and environmental considerations.
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More than half of Gen Z workers said they would be unwilling to work for a company that did not share their values in these areas (52%), while 76% wanted their workplace to feel like a community. Gen Z – defined as individuals born between 1997 and 2012 – accounts for roughly 30% of the global workforce, according to the World Economic Forum.
