As employers try to remain competitive in a job market where flexible work, unlimited vacation, and other perks seem to be the status quo, it’s essential to understand what really moves the needle for job seekers. With GenZ and millennials making up more than half (54%) of the workforce, this demographic differs from its older counterparts, and HR professionals would be smart to look into what excites them.
In recent research, Cangrade sought to uncover what the top motivators of this age group were, and the results may surprise you. By sampling 10,000 members of Gen Z and Millennial generations, we were able to identify the most popular motivations driving these groups at work today. Of course, different individuals are motivated by different things, but understanding the larger trends can help HR professionals plan for the workforce of the present and future.
Nearly 70% of this cohort will list one of the following four motivations, and there’s a 94% chance that at least one of the motivations will be listed in their top three. In descending order from the most to least common, here are the top motivators of Gen Z and Millennials and why it matters.
1.) Comfort (21.5%)
People motivated by comfort have a drive to maintain a state of physical or emotional ease, stability, and freedom from stress or discomfort. Individuals motivated by comfort prioritize security, routine, and a familiar environment, often seeking to avoid conflict, change, or uncertainty. This type of motivation emphasizes the desire for well-being, predictability, and peace.
Some of the personality traits associated with comfort motivation include tidiness, internal awareness, and preference for routine and planning. In a work culture largely defined by the “move fast and break things,” mantra of big tech, comfort ranking as the top motivator may come as a shock. Especially as a value that may seem contradictory to motivation. But when the excitement of a new job or project wears off, this generation wants to feel content in their role.
2.) Personal Connection (16.8%)
People driven by personal connection seek opportunities to collaborate, share experiences, and build a sense of community. They feel energized when part of a close-knit or collaborative setting. This motivation reflects a natural tendency to prioritize relationship-building, making these individuals skilled at fostering positive, supportive environments and bringing people together toward common goals.
Some of the personality traits associated with personal connection motivation include relationship orientation, extraversion, external awareness, concern for others, and a preference for teamwork. This was another unexpected finding, especially when so many Gen Z and Millennials prefer hybrid or completely remote work environments. It’s important to remember that the absence of—or less frequent visits to—an office doesn’t equate to a lack of community or belonging. It’s on HR pros to find the right tools, technologies, and policies to foster collaboration.
3.) Challenge (15.9%)
People motivated by challenge are drawn to tasks that push their limits, valuing opportunities that require resilience, problem-solving, and skill growth. They feel most engaged when facing obstacles that demand effort, perseverance, and resourcefulness. This type of motivation enables individuals to stay focused and determined, especially in competitive or demanding environments, as they gain confidence and fulfillment from proving their capabilities.
Some of the personality traits associated with challenge motivation include a preference for pressure, daring, grit, entrepreneurial spirit, and a low level of threat response. While this feels oppositional to comfort and teamwork, consider the types of roles that individuals motivated by challenge can thrive in: sales, software development/engineering, crisis management, and others. Make sure employees who thrive in these environments have opportunities to share ideas and help with projects and initiatives that may not fit squarely within their responsibilities.
4.) Excellence (14.8%)
People motivated by excellence are committed to craftsmanship, detail, and continuous improvement. They often set high personal standards and value accuracy and thoroughness in their work. They take pride in honing their skills, pushing themselves to excel, and are motivated by the satisfaction of knowing they’ve delivered something of value. This type of motivation fuels a deep commitment to quality, making these individuals persistent and disciplined in their pursuit of outstanding results.
Some of the personality traits associated with this motivation include precision, social comparison, desire for recognition, patience, and a lower level of mind wandering. To cultivate excellence, ensure positive reinforcement and constructive feedback are consistent. It’s not enough to wait for performance reviews—make this part of individual touch bases or weekly meetings so employees know where they stand, that their work is being valued, or where they can improve and develop new skills.
Whether you are in a job interview, on a date, or having a social encounter with a Gen Z-er or Millennial, you can be reasonably sure that the person in front of you is motivated by one of the four incentives above. Knowing this should allow you to pay closer attention to how you interact and engage with them whether you’re interviewing, working with, or managing them.
Knowing what motivates people enables us to connect with them more deeply, create positive dynamics in our relationships, and ultimately, compel them to collaborate. Regardless of the role you hold in the workplace—an engineer, salesperson, production worker, manager, or leader—one thing is certain: you must constantly interact and influence other people. This has changed very little in the past century. What has changed is that we can now better understand these and use them to our advantage to make better talent decisions. And when that happens, everybody wins.
