Serco defence research Purpose over pay - the priorities of Gen Z

Gen Z prioritise meaningful work over pay when it comes to their career, our independent research has found.

This year's GCSE students have now collected their results and will be considering future career choices. Interestingly data shows that Gen Z prioritise purpose over pay, and while a career in defence is looking surprisingly appealing to them, more work needs to be done to attract them to roles in the sector. We commissioned new research which also found:

• 47% of Gen Z (ages 16-28) think that a career in defence is only suited to those who take the traditional route into that career path, i.e. via the military.
   
• However, 62% agree that a career in the defence enterprise would offer opportunities for meaningful and purpose-driven work.
   
• 61% said they would be very interested in spending a period of their career seconded to the Defence Enterprise.
   
• But just over half (52%) of Gen Z feel like the skills they possess would be suited to a career in defence

• 66% of Gen Z & Millennials believe the skills and training provided by a career within the Defence Enterprise would be valuable for a career in other industries. 
   
• Work needs to be done to communicate how much a career in defence may suit younger generations – for example when asked if think that it would offer them flexibility and good work-life balance – a core driver for Gen Z, only half (48%) agreed.
   
• Salary matters less to Gen Z – they are driven by purpose over pay. Just 31% of Gen Z said that a competitive salary was one of their top three priorities when considering a job, compared to 55% among all generations of working age.
   
• Over three quarters (77%) of Gen Z say an employer’s purpose and mission are important when choosing a job – and of them 77% say they have left or would leave a role that no longer reflected their principles and beliefs. Only 65% of all generations said they would do the same.

Doug Umbers, Managing Director of our UK Defence business continued: “Our data shows that what motivates younger people is also changing. Purposeful work, an opportunity to see the world, and a chance to develop skills clearly matter most to young people, and the Defence Enterprise can deliver on all these things.

“But as an industry, defence needs to do better at explaining the opportunities and careers available and a concerted effort is needed to fill the knowledge gaps about how the vast array of roles, entry-points and benefits which the defence sector offers would suit them, as they look to embark on the next stage of their lives.”  

Methodology:

The research was conducted by Censuswide, among a sample of 2,000 UK nat rep. The data was collected between 16.05.25 - 22.05.25. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.