Generation Z — those born roughly between the mid-1990s and the early 2010s — is entering the labor market dynamically. They are the first digital-native generation, raised with the internet, social media and continuous technological progress.

Beyond their technological fluency, Generation Z brings new values: a different attitude toward work, stability, education and the very meaning of success.

What does this mean for employers, organizations and universities?

🔬 What International Research Tells Us

The study by Maloni, Hiatt and Campbell (2019) in The International Journal of Management Education examined the work values of Gen Z business students.

The findings revealed that these young people place strong emphasis on learning, skill development, creativity and stability — not merely on external rewards such as salary or promotion. The authors note a frequent gap between what students expect and what educators or employers believe they value.

Similarly, Seemiller and Grace (2016) found that Gen Z students seek practical meaning in their studies, expect immediate feedback and want to see tangible results from their work.

According to Francis and Hoefel (2018) at McKinsey, Generation Z is characterized by heightened social awareness, a commitment to ethical practices, sustainability and diversity in the workplace.

🌍 Greece and Europe: What the Data Show

In recent years, several studies in Greece have confirmed and complemented international findings on Generation Z’s attitudes towards work.

Greece

According to Deloitte (2024), 89% of Greek Gen Z respondents consider purpose and meaning at work extremely important. At the same time, 68% actively invest in learning and skill development, yet many report dissatisfaction with the quality of leadership and guidance they receive.

The Randstad Workmonitor (2023) survey found that 59% of 18- to 24-year-olds in Greece would leave a job if they did not feel a sense of belonging in the workplace. Furthermore, 49% would avoid working for a company lacking active sustainability or social responsibility policies.

The European “Future Time Traveller Project”, which included Greece, highlighted that Gen Z young people seek future-oriented careers, digital skills and room for innovation.

Europe

At the European level, Benítez-Márquez et al. (2022) found that young employees prioritize security and career progression as core values — challenging the stereotype that they care only about “perks” or “flexibility.”

Likewise, De Boer et al. (2021), in a cross-cultural study, emphasized that European Gen Z workers desire stability combined with opportunities for continuous growth — a hybrid model balancing security and mobility.

💡 What Generation Z Wants at Work

Combining international and European insights, a consistent profile of needs emerges:

– Purpose and Meaning – They want to work for organizations with clear values, social responsibility and visible impact.

– Stability & Job Security – Despite their openness to flexibility, they seek security, fair pay and transparent work structures.

– Skill Development – They value jobs that help them grow through mentoring, project-based learning and upskilling opportunities.

– Digital Readiness & Innovation – They prefer organizations embracing technology, remote work and innovative methods.

– Sense of Belonging – Workplace culture, inclusion and recognition play a decisive role in retaining them.

🏢 What Employers and Universities Can Do

For Employers / HR

– Create onboarding experiences that offer hands-on learning and clear career paths.

– Invest in mentoring, feedback and continuous skill-building programs.

– Strengthen and communicate ESG initiatives (environmental, social and governance).

– Foster an inclusive environment where every employee feels they belong and can express themselves.

For Universities / Educational Institutions

– Link curricula with the labor market through projects, business partnerships and experiential learning.

– Cultivate transferable skills (soft skills, teamwork, communication, digital literacy).

– Offer personalized career guidance and realistic insight into emerging forms of work in Europe.

⚖️ A Note of Caution on Generational Labels

Generational differences exist, but they are not absolute.

Economic conditions, culture and national opportunities — such as those in Greece — strongly shape work values.

Generation Z is not “completely different” from previous generations; rather, it translates the same human needs — security, growth and meaning — into a new, more digital and socially conscious context.

💭 In Summary

Generation Z does not simply seek a job — they seek a sense of purpose, opportunity for growth and a value-driven workplace culture.

Organizations and educational institutions that understand and respond to these needs early will gain a clear advantage in attracting and retaining the top young talents of the decade.

📚 References

Maloni, M., Hiatt, M. S., & Campbell, S. (2019). Understanding the work values of Gen Z business students. The International Journal of Management Education, 17(3), 100320. https://doi.org/10.1016/j.ijme.2019.100320

Seemiller, C., & Grace, M. (2016). Generation Z goes to college. Jossey-Bass.

Francis, T., & Hoefel, F. (2018). “True Gen”: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Benítez-Márquez, M. D., Rodríguez-Pérez, A., & García-Sánchez, I.-M. (2022). Generation Z within the workforce and in the workplace: A bibliometric review. Frontiers in Psychology, 13, 989027. https://doi.org/10.3389/fpsyg.2022.989027

De Boer, P., van der Velde, M., & van Oosterhout, J. (2021). Generation Z work values: A cross-national analysis. Journal of Management and Organization, 27(6), 1102–1118. https://doi.org/10.1017/jmo.2021.45

Deloitte Greece. (2024). Gen Z and Millennial Survey – Greek insights. Deloitte. https://www.deloitte.com/gr/en/issues/work/genz-millennial-survey-2025.html

Randstad Greece. (2023). Workmonitor Greece 2023: Belonging, purpose and sustainability among Gen Z. Randstad. https://www.randstad.gr/workmonitor/

Future Time Traveller Project. (2021). European initiative for future skills and career design. European Training Foundation. https://www.futuretime.eu/