UNITED KINGDOM / AGILITYPR.NEWS / December 04, 2025 / 20:20 Innovation has released the findings of its landmark Gen Z Accountants Survey. The nationwide study delves deeper into what the next generation of accounting professionals expect from their employers, and exactly what will prompt them to walk away. The results provide a roadmap for firms looking to attract, engage and retain young talent in an increasingly competitive market.

The survey, completed by Gen Z accountants and trainees across the UK, shows that salary and work-life balance sit firmly at the top of the priority list, with 80.77% identifying both as critical when choosing a new employer. Career progression opportunities follow closely behind - proof of the importance of visible, structured development pathways.

Just as telling are the red flags that drive Gen Z away. A striking 76.92% cited lack of salary transparency as their biggest concern when researching an employer, while 57.69% viewed the absence of flexible or hybrid working as another major warning sign. Additionally, almost half (46.15%) noted that a lack of development opportunities would deter them from applying.

Retention remains an ongoing challenge for firms. When asked whether they had considered leaving their current employer in the past 12 months, respondents ranked salary and benefits (60.87%) and lack of development (43.48%) as the primary reasons. Culture mismatches and a lack of purpose also played a role: younger accountants are looking for roles that align not only with their ambitions, but their values.

When exploring what would encourage them to stay, the responses were equally consistent:

• Better pay and benefits (78.26%)
• More flexible working options (43.48%)
• Clear career progression (39.13%)
• Improved mentoring and management (26.09%)

Technology and innovation should not be overlooked wither, with over 80% rating investment in tech as either “extremely important” or “very important.” This is hardly surprising from a generation accustomed to digital-first environments and expecting employers to embrace efficiency and modern systems.

20:20 Innovation Technical Director, David Norris said, “The message from Gen Z is clear: they want fair pay, flexibility and genuine opportunities for growth. The firms that will thrive are the ones that are willing to be transparent, invest in development and modernise both their culture and their systems. Gen Z are ambitious, tech-aware and eager to contribute - but they also expect employers to meet them halfway.”

Find the full survey results here: https://www.2020innovation.com/latest-news-and-updates/what-gen-z-really-wants-and-how-accounting-firms-can-respond.

For more information, visit www.2020innovation.com.