2020-02-10 06:30Press release

Company values as Important as Salary for Generation Z Females

GenerationZ mobility benefit on bike

Young Generation Z women rank company values as high as salary. This finding is revealed in the new e-book, Generation Z: The Definitive Guide to the Future Workforce, which is based on a study commissioned by HR tech company Benify and conducted by marketing research company Kantar Sifo exploring what Generation Z want and expect from their future employers.

The 2019 study reveals that, when choosing an employer, Generation Z females rank company values as high as salary, and the majority say they would not work for a company which is not gender equal. These findings support ongoing evidence that strong company values are crucial to attracting this generation.

On the study findings, Ylva Eriksson, PR & Marketing Manager, Benify, says: “Generation Z have been described as idealists, and why shouldn’t they be? In the war for talent, it’s clear that employers need to lead with their values and show this generation what they stand for. This is the era of transparency. This generation want to leave a mark on the world and are on a mission to improve the way things are and their demand for equality is just one of the ways they’re doing this.”

About the study
Benify commissioned marketing research company Kantar Sifo to conduct a study to find out what Generation Z want and expect from their future employers. The study was conducted during 16-21 May 2019. A total of 1,008 people aged 16-24 were interviewed for the study.

About Benify

Benify was founded in Sweden in 2004. Today, Benify is the world’s leading provider of benefits software with thousands of customers and 2 million users around the world. Benify’s solution helps employers create an exceptional benefits and rewards experience while reducing benefits administration, automating processes, radically improving the communication of their employee value proposition and ensuring better data governance and management of benefit and reward costs. Benify’s award-winning portal and employee app have reinvented the way modern employers engage with their employees. Learn more at benify.com.


Ylva Eriksson
Director of Marketing & Communications
Ylva Eriksson