The labor landscape continues to evolve as Gen Z and Millennial workers emphasize values, sustainability, and purpose in their career choices. Deloitte’s 2024 Gen Z and Millennial Survey highlights the changing priorities and concerns of the younger workforce. This analysis delves into the survey findings, presenting key strategies for employers to attract and retain Gen Z and Millennial talent in today’s dynamic environment.
Emphasizing Environmental Sustainability
Environmental sustainability remains a critical concern for both generations, with 62% of Gen Zs and 59% of Millennials experiencing anxiety about climate change (Page 14). The survey reveals that 73% of Gen Zs and 77% of Millennials actively take measures to limit their environmental impact, and many are willing to switch jobs to align better with their environmental values. Companies should prioritize sustainability efforts and transparently communicate their environmental policies to attract environmentally conscious talent.
Finding purpose in work begins with aligning individual values with roles that truly fit. That’s why effective talent screening is essential—not just to assess skills, but to identify candidates whose motivations and goals resonate with your company’s mission.
The Rise of Purpose-Driven Careers
In today’s rapidly evolving world, more professionals—especially younger generations—are prioritizing meaning over money. Gone are the days when salary and job title were the sole markers of success. Increasingly, people are seeking careers that align with their personal values, contribute to a greater cause, and offer a sense of purpose beyond profit.
This shift isn’t just anecdotal; studies show that millennials and Gen Z are more likely to choose employers based on social impact, sustainability, and ethical practices. They want to know: “Is this company making the world a better place?” and “Will my work here actually matter?”
Employers are starting to take note. Organizations that clearly define their mission and values—and embed them into everyday work—are finding it easier to attract and retain top talent. Job seekers are no longer satisfied with surface-level perks; they’re asking deeper questions about meaning, growth, and how their role fits into the bigger picture.
This rise in purpose-driven careers is a call to action for both individuals and companies. For individuals, it’s an opportunity to redefine success. For companies, it’s a chance to build more meaningful workplaces that support both business goals and human aspirations.
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Importance of Purpose and Societal Impact
Purpose-driven work is paramount for job satisfaction and well-being, with 86% of Gen Zs and 89% of Millennials considering it very important (Page 10). Moreover, 75% of respondents factor in an organization’s community engagement and societal impact when evaluating potential employers (Page 11). Companies that emphasize social responsibility, inclusivity, and ethical practices will resonate more with these generations, fostering stronger loyalty and engagement.
The Role of Leadership in Fostering Purpose
Purpose starts at the top. In organizations where employees feel truly connected to their work, it’s often because leadership has made purpose a strategic priority, not just a slogan. Great leaders understand that purpose is not something you dictate—it’s something you cultivate.
Leaders play a critical role in defining and communicating the company’s mission, and more importantly, in making sure that mission is reflected in daily actions and decisions. When executives lead with authenticity and align business goals with societal impact, they create a culture where people feel motivated, valued, and inspired.
Purpose-driven leadership involves more than vision-setting. It’s about listening actively, supporting employees in aligning their personal goals with organizational objectives, and being transparent about challenges and progress. When leaders consistently model purpose in their actions—whether it’s committing to sustainability, supporting mental health, or investing in community—they give employees a reason to care.
Ultimately, leadership sets the tone. By embedding purpose into company culture and strategy, leaders don’t just drive performance—they build trust, loyalty, and long-term engagement.
Mental Health and Work-Life Balance
Burnout and mental health remain pressing issues, with 40% of Gen Zs and 35% of Millennials feeling stressed all or most of the time (Page 28). Employers need to implement robust mental health initiatives and promote work-life balance to combat these challenges. About 54% of Gen Zs and 55% of Millennials believe their employers take mental health seriously, but there is room for improvement in creating supportive work environments (Page 30).
Flexibility and Hybrid Work Models
The preference for flexible work arrangements is strong, with 51% of Gen Zs and 57% of Millennials currently working fully on-site, but many seek hybrid or remote options (Page 25). Offering flexible hours, part-time roles, and job-sharing options can help employers meet the evolving needs of their workforce. Additionally, side jobs are common, with 45% of Gen Zs and 36% of Millennials engaged in part- or full-time side gigs (Page 26).
Navigating Gen AI and Technological Changes
Gen Z and Millennials are cautiously optimistic about the potential of GenAI, with 26% of Gen Zs and 22% of Millennials using GenAI frequently at work (Page 19). While many see its potential to improve work-life balance and efficiency, concerns about job displacement remain high. Employers should focus on reskilling programs and prepare their workforce for the technological shifts brought by GenAI (Page 21).
How Technology Is Empowering Meaningful Work
Technology isn’t just changing how we work—it’s reshaping why we work. In today’s evolving landscape, digital tools and platforms are enabling individuals to find greater meaning, impact, and autonomy in their careers.
From AI-driven career platforms that match people with values-aligned opportunities, to collaboration tools that break down silos and foster global teamwork, technology is amplifying purpose at work. Employees can now contribute to projects that matter to them, even across borders and time zones.
Automation and AI are also relieving workers of repetitive, mundane tasks, allowing them to focus on creative, strategic, and human-centered work—the kind of work that feels fulfilling and impactful. For example, data analytics can provide real-time insights into a company’s social or environmental impact, allowing employees to see the tangible results of their efforts.
Even more importantly, technology is enhancing transparency and accountability, enabling organizations to share their progress on sustainability, diversity, and inclusion goals. This transparency strengthens trust and allows employees to connect with the broader mission behind the work they do.
In short, when used thoughtfully, technology can be a powerful enabler of purpose, helping individuals do work that not only supports business outcomes, but also aligns with their values and aspirations.
Challenges to Finding Purpose at Work
While the idea of finding purpose at work is deeply appealing, the journey isn’t always straightforward. Many professionals—especially in today’s fast-changing, high-pressure environments—encounter real obstacles when trying to align their careers with deeper meaning.
One common challenge is organizational misalignment. When a company’s values are not clearly defined or are inconsistently practiced, employees may feel disconnected from their work. Even organizations that claim to support purpose-driven missions can fall short in execution, leaving teams disillusioned.
Another barrier is the pressure to prioritize productivity over personal values. In roles with high expectations or rigid KPIs, workers often feel they must sacrifice purpose for performance. This can lead to burnout, disengagement, or a sense that their work is purely transactional.
For younger generations, the challenge is often navigating entry-level roles that feel far removed from broader impact. While they crave meaningful work, they may find themselves stuck in positions that feel routine or misaligned with their ideals—especially early in their careers.
Additionally, lack of support from leadership or limited career development opportunities can stifle a sense of growth and impact. Without pathways to contribute in ways that feel significant, even the most motivated employees can struggle to find fulfillment.
Lastly, personal uncertainty—not knowing what one’s purpose is or how it connects to a career—can be just as limiting. Purpose is not always immediately clear, and for many, discovering it requires time, self-reflection, and supportive environments that encourage exploration.
Despite these challenges, the pursuit of purpose is still worth it. When individuals are empowered to connect their work to something larger than themselves, the rewards—both personal and organizational—are profound.
Conclusion
Deloitte’s 2025 survey underscores the critical need for employers to adapt to the values and expectations of Gen Z and Millennial workers. By prioritizing environmental sustainability, purpose-driven work, mental health, and flexible work models, companies can attract and retain top talent. Embracing these changes will not only foster a thriving workforce but also drive positive societal impact, shaping the future of work.
At INOP, we are dedicated to addressing these needs by offering opportunities that align with these values. We believe in transparency and provide insights into companies’ ESG commitments, values, culture, and societal impact, fostering informed decisions that lead to better job fits, lower turnover, and higher productivity. By prioritizing environmental sustainability, purpose-driven work, mental health, and flexible work models, companies can attract and retain top talent. Embracing these changes will not only foster a thriving workforce but also drive positive societal impact, shaping the future of work.