Young Workers: Top Work Priorities

Young workers want more than a paycheque - they want purpose, stability & wellbeing.

This discussion has been coming up a lot lately with managers. And if you’ve been paying attention to workplace trends, you’ve likely noticed a major shift:

Canadians - especially younger workers - want their work to mean something. And the latest research confirms it.

A new report shows that 61% of Canadians say it’s important to work in an industry that helps people.

That number jumps even higher for younger generations:

• 68% of Millennials

• 65% of Gen Z

Purpose matters. Impact matters. And for many workers, it’s becoming a non-negotiable.

On top of that, 52% of Canadians want to work for an organization that takes sustainability seriously - again, with Millennials and Gen Z leading the charge at 58%.

This isn’t a trend. It’s a shift in expectations.

Beyond purpose, employees are worried about stability.

• 35% of Canadians fear geopolitical and trade issues could affect their jobs

• Concerns are even higher among Gen Z (43%) and Millennials (42%)

• 19% worry climate events could disrupt their work

• 32% of Gen Z workers say they plan to quit or change jobs in 2026.

Compare that to only 5% of Boomers, and it’s obvious the workforce is shifting - fast.

For three years in a row, more than 85% of Canadians have said employee wellbeing isn’t a “nice to have” - it’s a basic human right.

Employees want workplaces that support them, not drain them. And leadership can’t ignore this.

Wellbeing needs to be baked into:

• Company culture

• Workload expectations

• Flexibility & choice

• Leadership behaviour

• How we measure success

This is how we build places where people actually want to stay.

So, what does this mean for you, the employer?

If you want to attract (and keep) talent, especially younger talent - you need to live your values, not just post them on your website. I’m also hearing that younger workers want their jobs customized to them. Now that’s something to think about!

A strong employer brand starts with 3 things:

1. A clear EVP (Employer Value Proposition)

Be honest about what you offer AND what you expect.Employees want growth, inclusivity, transparency, meaningful work (not buzzwords).

2. A positive workplace culture

People stay where they feel supported, respected, and aligned with the mission.Your culture is your brand.

3. A great candidate experience

Every touchpoint matters.People decide how they feel about your company before they ever sign an offer.

Bottom Line

Purpose, stability, wellbeing, and values-driven leadership are not just “extras.”They’re what today’s workforce is actively choosing in an organization and leaving for if they don’t find it. Trust me when I say: they WILL look elsewhere!

If you want to strengthen your employer brand, perhaps refine your EVP, or build a people-first culture that actually attracts talent - let’s connect.

I’ll help you turn your values into real, practical HR strategies that employees believe in.