AdNews: Is the generational divide at work overblown?

Research Team

Jed Simpfendorfer

Overview

This month in AdNews, we asked: Is the generational divide at work overblown?

For years, we’ve been told that Gen Z are a new breed — purpose-driven, value-led, and unwilling to settle for anything less than meaningful work. But maybe we’ve been too quick to label them. After all, doesn’t everyone want their work to matter?

At T garage, we put this idea to the test through a nationally representative study of Australians, exploring what truly motivates different generations at work — from Gen Z and Millennials to Gen X.

What we found:

• Gen Z do value purpose and growth, but that’s not unique to them. It’s the same hunger most of us feel early in our careers — the need to learn, progress, and make an impact.
• Gen X are the pragmatists. They ranked career growth and meaningful work much lower than other generations, focusing instead on security, balance, and trust. For them, it’s less about chasing purpose and more about protecting stability.
• Purpose looks similar across generations. When asked if their work has a positive impact or if their employer’s values align with their own, Gen Z, Millennials, and Gen X scored almost the same. The differences weren’t as big as we’re often told.
• Everyone wants flexibility — just described differently. Younger workers say they want to “be their own boss.” Older ones call it “autonomy.” Same desire, different packaging.
• Respect is universal. It matters at every age, but becomes even more important as workers get older.

Across the board, Australians are searching for the same things — balance, belonging, and a sense of contribution. The words change, but the values don’t. Gen Z might talk about “purpose,” while Gen X talk about “principles.” Both care deeply about fairness, trust, and culture — and both will walk away from workplaces that feel toxic or dishonest.

Younger generations are chasing growth and experimentation. Older ones want control and respect. Millennials are navigating the middle — still evolving, still adapting.

Underneath it all, every generation just wants to feel seen, valued, and in control of their own story.

Read the full article in AdNews.