What Gen Z Wants in a Company Culture
April 16, 2025
By Curley & Pynn
Written by Curley & Pynn’s very own Gen Z employees, Ryan Greene and Elisa Shaw.
As Gen Z – those born between 1997 and 2012 – continues to redefine workplace expectations, we‘re bringing a fresh perspective to how life and career paths align. We’re not only looking for a paycheck, but for environments that support our mental well-being, fuel our ambition, align with our values and allow us to live fulfilled lives. Companies that take the time to understand what Gen Z truly desires in a workplace and effectively communicate with their employees will be rewarded with loyalty and long-term success in the ever-evolving world of business.
As two Gen Z professionals at Curley & Pynn, we’ve seen firsthand how these values show up in the workplace. And while we understand that “one size doesn’t fit all,” we believe there are common themes that businesses can better lean into to attract, engage and retain top talent from our generation. Here’s what we’re looking for and what we believe will set companies apart for years to come.
Work-Life Balance: A Non-Negotiable
For Gen Z, a healthy work-life balance isn’t a perk; it’s an expectation. A quote that constantly floats around our office is, “We work to live – not live to work.” We’re grateful that, as a small business, C&P leadership gets this and respects personal time.
Gen Z grew up watching burnout play out in real time, and we know the toll it takes on mental health and creativity. Many of us finished school during the pandemic – a crash course in remote work, boundary-setting and figuring out how to be productive on our own terms. So now? We look for employers who value the quality of work over hours logged.
Flexible work arrangements like remote work options and clear boundaries after hours signal that a company values its employees as people first. Companies that prioritize work-life balance don’t just attract Gen Z talent; they retain it. After all, we’re more likely to stick around when we feel empowered to bring our best selves to work without needing to sacrifice our personal well-being.
We Want to Do Work That Matters
Gen Z’s desire for balance doesn’t mean we’re disengaged. If anything, it makes us more passionate about doing meaningful work. For our generation, it’s not enough to simply complete tasks – we want our work to mean something. We’ve come of age amidst massive societal shifts, and we have lived through countless “once-in-a-lifetime” events. As a result, we want to leave the world better than we found it. This applies to our time at work, too.
During the pandemic, “busywork” became the norm for students, and we’ve grown especially sensitive to work that feels disconnected from real outcomes. Now, in the workplace, we crave clarity on how our roles tie into the bigger picture. We’re more engaged when we can see how our contributions help move the needle and steer the company forward.
Companies that communicate clear goals, recognize impact and give employees ownership over meaningful projects are the ones that will attract our generation and where we’ll do our best work.
We Crave Transparency – Especially from Leadership
Gen Z doesn’t expect leaders to have all the answers. But we respect and appreciate when they share what they do know and why decisions are made when appropriate. When leadership communicates openly, it builds trust and gives us context for how we can contribute in meaningful ways.
We also look for leaders who listen, adapt and engage with their teams. Responsive leaders create an environment where feedback isn’t only encouraged, but actively shapes company culture and decision-making. When our ideas are heard and valued, it fuels connection. When they’re implemented, it creates momentum.
Previous generations helped open the door to a feedback-driven culture. Now that Gen Z is walking through it, we’re bringing the expectation for even more clear and consistent communication with us. At C&P, we feel lucky that our leadership team actively seeks out our feedback and ideas – whether it’s counseling on client strategy or convincing the team to adopt an office pet.
Clear Paths = Confident Employees
Dubbed the “anxious generation,” many of us have grown up in a world of constant notifications, comparison culture and high expectations. That ever-present connectivity can make it feel like we’re always behind or not doing enough, especially when there’s no clear direction forward.
Defined growth paths help ease that anxiety. When companies outline how we can advance, whether through promotions, skill-building opportunities or new responsibilities, it gives us a sense of control, trust and confidence in our future.
We’re not expecting to leap into leadership overnight, but we want to know that our hard work is building toward something tangible. Regular check-ins, mentorship programs and transparent performance benchmarks all help create a structure where we know what’s expected and how to succeed.
At the end of the day, Gen Z is looking for more than a job. We want meaningful experiences that allow us to grow, contribute and stay grounded. We want to work for organizations that treat employees like whole people, prioritize impact over appearances and communicate openly from the top down. When companies build cultures that reflect these values, they do more than meet Gen Z’s expectations – they create workplaces that will stand the test of time and make an impact for generations to come.
This is why we’re at Curley & Pynn. Leadership lives by the agency’s five values:
- People First
- Give a Shit
- Hustle
- Win as a Team
- Commit to Candor
They expect us to speak our minds, make meaningful contributions and respect us as people. They expect a lot from us, and we expect the same from them. Agency life is challenging; it’s certainly not for the faint of heart. While the bottom-line matters as it does everywhere, it doesn’t come at the cost of valuing its greatest assets – its people.
