14.08.2025

Gen Z and Millennials shift to the right, study finds

Younger people are becoming more conservative, according to new research. The shift rightward could dramatically reshape the UK workplace as a new generation of business leaders emerges.

Contrary to conventional wisdom, Gen Z and Millennials in the UK reported more conservative values and social attitudes than their older counterparts. Agreement with the statement “A man’s primary role is to be the breadwinner” rose sharply between 2023 and 2025, from 42% to 57% among Gen Z, and from 41% to 60% among Millennials.

‘This Is Us’, commissioned by pioneering research company The Nursery, is a research series initially conducted in 2023 and replicated in April 2025 to understand how attitudes and views among different generations are evolving in the UK and US. While older generations – Gen X and Boomers – remain more socially liberal on average, the generational reversal could signal a profound change in the UK’s professional landscape.

“The significant switch in attitudes, especially among younger men, is indicative of what we are seeing across society. In the workplace, this could have a profound effect on office policies, the gender pay gap, and diversity, equity and inclusion commitments, as more Gen Zedders join the current near quarter of a million CEOs of their generation in the UK,” says Melanie Bigoni, Managing Director at The Nursery, who commissioned the research. 

The study also considered job priorities across all generations, which included the perceived importance of competitive salaries (62%) and employee benefits (44%), which remain like 2023. Flexible working has emerged as a key differentiator for Millennials (39%) and Gen X (38%), ranking even higher than benefits for Millennials. In contrast, only 34% of Gen Z cited flexible working as a top factor, suggesting younger professionals may prioritise structure or financial stability over autonomy; or a sign that they have become accustomed to hybrid working post pandemic and no longer see it as a benefit, rather an expectation.

However, almost half of respondents (47%) reported concern about job security, likely spurred by Gen Z's growing fears over AI’s role in society (65%), with Millennials at 55% and Gen X at 60%.

“Seeing this shift in attitudes and priorities in just two years, it is now up to employers to understand and work to appease their younger employees. It may be time to reassess employee value propositions, recognise the changes in societal norms and address AI anxiety before it affects retention and causes a real headache down the line. When we redo this study in two years, who knows how far these attitudes will have changed?” Bigoni continues.

As organisations adapt to a rapidly changing workforce, understanding the nuanced priorities and perceptions of each generation will be key to unlocking engagement, retention and long-term growth. The Generations study provides insight into the beliefs, aspirations and concerns of the generations in the UK and US.  The ‘This is Us’ study was released in July 2025. 

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