What Gen Z Really Wants - And How Accounting Firms Can Respond

If there’s one topic dominating conversations in accounting firms right now, it’s talent. And it’s certainly a conversation that’s proving interesting. With Gen Z now entering and establishing themselves within the accounting field, discussions around their ‘demands’ are growing. But are these demands difficult, or just different?

We recently conducted a nationwide survey of Gen Z accountants and trainees to find out what they’re looking for in the world of work. The results suggest this cohort is very clear about the professional experience they’re looking for. The survey provides an insightful snapshot into what motivates young professionals, what frustrates them, and what keeps them loyal. And if accounting firms are prepared to take these insights seriously, they have a real opportunity to strengthen the workforce.

If your firm are currently looking at recruitment and retention, consider the use of people and practice development. 20:20 Innovation offers a comprehensive training programme which can help to upskill your existing team, with a wide range of topical, expert-led CPD to keep them compliant.

Unsurprisingly, salary is still a priority. But today, it’s combined with a healthy work-life balance. 80.77% of respondents said both are critical when choosing a new employer; a statistic that speaks loudly in a cost-of-living crisis.

What’s notable is how these two factors now work together. Gen Z aren’t necessarily demanding the highest salaries; they want fair pay for the work they do. That may even be less than a 40-hour week as they actively seek a life outside of client deadlines.

This isn’t about demanding shorter hours or lighter workloads but about feeling respected and supported in a demanding profession. When firms don’t provide that, younger staff simply look elsewhere - and the survey shows many already have.

How firms can respond:

• Share clear pay ranges in job listings to remove uncertainty

• Communicate flexibility early on and don’t make candidates dig for information

• Keep an eye on capacity management, especially around busy seasons

One of the clearest messages from the survey is that Gen Z wants to see the future they’re working toward. Career progression came in just behind salary and balance, with 46.15% saying they’d avoid applying to a firm with unclear growth pathways.

This group values momentum. They want to know that they’re working towards something bigger, not just bringing home a salary. If it’s not clear where opportunities exist, or how to move towards them, frustration sets in quickly. And that frustration shows up in retention figures. Our survey shows that 43.48% of respondents who considered leaving their job cited a lack of development as a main reason.

How firms can respond:

• Map out progression paths visually and share them openly

• Introduce mentoring systems that inspire and guide early-career staff

• Offer regular, practical career-based feedback, not just annual reviews

Flexibility is becoming a core requirement for younger accountants, with 57.69% saying the absence of a flexible or hybrid working policy is a red flag. But this is only one piece of the puzzle, with culture and purpose also playing a significant role.

Gen Z pays close attention to how a firm treats its people, whether leaders communicate openly, and if the business itself aligns with their own personal values.

When the environment works, younger professionals are more likely to feel seen, heard, and respected; they’re more likely to settle in and build long-term loyalty. When the environment doesn’t work, however, Gen Z’s will be first out the door.

How firms can respond:

• Consider your culture - does it feel inclusive, supportive, and modern?

• Train managers to lead with clarity, empathy, and consistency

• Demonstrate values through CSR projects, recognition, or wellbeing initiative

For Gen Z, a firm’s approach to technology is often a shortcut to understanding its future. More than 80% said tech investment is “extremely” or “very” important; a reminder that outdated systems don’t just slow teams down; they create frustration.

Our survey suggests that contrary to popular belief, this generation isn’t asking for gimmicks or jumping onto the hottest temporary trends. Instead, they’re asking for tools that support better work, facilitate faster learning, and help to create a more modern experience of a very old - and sometimes slow to evolve - profession.

How firms can respond:

• Make digital strategy part of your people strategy, not a separate objective

• Ensure junior staff have access to tools that are intuitive and genuinely useful

• Offer training around data, automation, and digital skills

What the survey really shows is that Gen Z aren’t difficult, demanding, or unrealistic. They’re simply clear. They want transparency, fairness, support, and a workplace that feels aligned with how the world operates today. That’s entirely reasonable.

For firms willing to adapt, these insights aren’t a challenge; they’re an opportunity. By modernising culture, clarifying progression, investing in both people and technology, and communicating all of this clearly, accountancy practices can build teams that stay together, grow in the right direction, and lead companies into the future.

If you would like 20:20 Innovation to help you support employee retention and upskilling, visit our membership picker and take a look at the benefits of our membership packages.