The Rising Importance of Purpose and Values for Millennials and Gen Z: A Leadership Call to Action

I've just started doing some research for an exciting piece of work I've got coming up and I came across Deloitte's 2024 Gen Z and Millennial Survey which contains some really powerful findings on the importance of purpose and values for Millennials and Gen Z (who will make up 70% of the workforce by 2030) in today’s workplace. The survey provides a clear message—these generations are not just seeking a salary; they’re looking for meaningful work that aligns with their personal values.

According to the survey, a staggering 86% of Gen Z and 89% of Millennials say having a sense of purpose is crucial to their overall job satisfaction and well-being. And they’re willing to take action—50% of Gen Z and 43% of Millennials have turned down assignments or even rejected potential employers whose values don’t align with their own. These numbers tell us that organisations can no longer afford to overlook the power of purpose-driven leadership.

For leaders, this is a critical reminder: your values are more than words on a page or a poster - they’re the foundation of your ability to attract, engage, and retain top talent. Organisations that are committed to having a positive societal impact are more likely to inspire loyalty and engagement among these generations.

As we move into a time where purpose shapes decisions, how are you ensuring your leadership aligns with the values that matter most to your current and future teams?

2024 Gen Z and Millennial Survey: Living and working with purpose in a transforming world (deloitte.com)