Marvin Onumonu20:20 Innovation’s research found that salary and work-life balance were the top priorities for Gen Z accountants, with 80.77% saying both mattered most when picking a new employer.
Career progression followed closely, showing the need for clear and structured development paths.
76.92% said lack of salary transparency was their main concern when looking at a firm.
57.69% highlighted the absence of flexible or hybrid working as a key warning sign, while 46.15% said they would not apply if there were no development opportunities.
60.87% said pay and benefits were the main reasons for thinking about leaving their employer in the last year.
43.48% pointed to lack of development, and many also mentioned culture mismatches and lack of purpose, showing that values matter as much as ambitions.
When asked what would make them stay, 78.26% said better pay and benefits, 43.48% wanted more flexible working, 39.13% said clear career progression, and 26.09% wanted better mentoring and management.
Over 80% said investment in technology was “extremely important” or “very important”.
David Norris, technical director at 20:20 Innovation, said: “The message from Gen Z is clear: they want fair pay, flexibility and genuine opportunities for growth.
“The firms that will thrive are the ones that are willing to be transparent, invest in development and modernise both their culture and their systems.
“Gen Z are ambitious, tech-aware and eager to contribute – but they also expect employers to meet them halfway.”
