Gen Z demands workplaces with purpose, and cooperatives fit the bill
LONDON, January 27, 2025 — Research from Co-operatives UK reveals as many as 61% of young workers place as much importance on their employers’ values, such as green credentials, honesty and social responsibility, as what they take home in their pay packet.
More than four in ten (42%) of the 18 and 27 years olds polled have even considered quitting their job because the company doesn’t have enough social purpose or strong enough values, with 40% even turning down or avoiding applying for jobs at companies they considered ‘unethical’.
It’s no surprise that two thirds (59%) believe they are more selective about where they work than previous generations.
Whilst good work/life balance (63%) and wages (62%) are big draws, younger Brits also consider the positive aspects of the overall company – looking for employers who address the gender pay gap (29%), are honest and have integrity (28%), and are a positive force in the local community (20%).
Surprisingly, just 20% felt hybrid working was important.
Other must-haves for young job seekers include a diverse workforce (18%), employee profit sharing options (9%) and profits invested in the local community (9%).
The research has been released to mark the start of the United Nations (UN) International Year of Co-operatives 2025, a global celebration of the impact of member-owned business that prioritise people and planet over profit, creating fair and sustainable solutions for communities.
63% of currently employed modern Brits say they often feel ‘conflicted’ because the company they work for doesn’t make a positive contribution to the local community/society in general so much so that 68% believe their job feels meaningless because it has no positive societal impact. A huge 90% feel like a cog in a wheel of a faceless organisation.
42% say they would be happier in a job if their employer cared about the environment and planet.
Almost half (47%) of young Brits say they want to feel proud of the company they work for, with more than one in three (35%) prepared to make a stand if they thought their employer wasn’t doing enough to protect or reduce its impact on the environment. A further 31% would be happy to speak up if they felt their employer wasn’t being honest with its workforce or customers.
Ellie Rodwell, aged 27, began working at the Developer Society two years ago. The Digital Project Manager says moving to a more meaningful role where her voice matters has transformed her professional life.
“I felt I wasn’t making a positive difference in the world – and couldn’t make a difference in the company because it was so massive. I’m now somewhere I can make a tangible difference, supporting charities and communities, as well as making a difference in my organisation at the same time.”
Modern Brits’ passion for the environment doesn’t stop with their employer, it also affects where they shop or socialise, with 40 percent saying that a business’s impact on the environment is important to them.
The organisation’s honesty (33 percent), impact on the local community (33 percent), independence (26 percent), profits staying with the local community (22 percent) and passing savings on to customers (22 percent) are also important to young Brits.
Awareness of co-operatives remains low among the Gen Z workforce despite the member-owned business model aligning with the aspirations of younger people. However, once informed about the ethical credentials of co-operatives, 94 percent of young Brits would consider working in one, 92 percent would consider becoming a member, and 76 percent would consider starting a co-operative of their own.
Rose Marley said: “Younger people want their work to be meaningful and impactful. The whole ethos of a co-operative business resonates deeply with this generation’s vision for a fairer, more sustainable world. Here at Co-operatives UK, we’re proud to champion member-owned enterprises that align with Gen Z’s aspirations, proving that business can be ethical, inclusive, and impactful without compromise.”
A co-operative is a business owned and run by its members, who could be anything from tenants of a housing association, to fans of a football club, to customers of a supermarket. There are three million co-operatives worldwide, which all have a common set of values and principles. However, less than 0.5 percent of business in the UK are member-owned. To address this imbalance the current Labour government has pledged to double the size of the co-operative and mutual economy. Co-op Group is the UK’s largest co-operative, with annual turnover in excess of £11 billion and more than five million members. Dominic Kendal-Ward, Co-op Group Secretary and General Counsel, said: “As the UK’s largest co-operative, we know Gen Z is driving a real shift in what people expect when they choose where they work. They’re looking for roles that align with their values – whether that’s a focus on fairness, sustainability, or creating a positive impact. At Co-op, we’ve seen this firsthand, with more young people choosing to join us as colleagues and members. It’s clear that co-operatives have a unique role in meeting these expectations, offering not just jobs, but opportunities to make a real difference in their communities and beyond.”
Top priorities for modern Brits when looking for work:
A good work/life balance – 63%
A competitive salary – 62%
A good working environment – 46%
Nice colleagues – 42%
Clear career progression – 29%
Equal pay for men and women – 29%
Honesty and integrity – 28%
Training opportunities – 27%
The company’s impact on the environment – 23%
Hybrid working – 20%
The company’s impact on the local community – 20%
A diverse workforce – 18%
The company’s green credentials – 11%
Employee profit sharing options – 9%
Profits reinvested in the local community – 9%
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This research of 1,000 18- to 27-year-olds was commissioned by Co-operatives UK and conducted by Perspectus Global during January 2025.
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