The lack of salary transparency is a big red flag when researching an employer for over three-quarters of Gen Z accountants, says a new survey from 20:20 Innovation.
The absence of flexible or hybrid working (58%) was another major warning sign, as was a lack of development opportunities (46%).
The survey, completed by Gen Z accountants and PQs across the UK, shows that money (salary) and a work-life balance sit firmly at the top of the priority list with 81% identifying both as critical when choosing a new employer. Career progression opportunities follow closely behind – proof of the importance of visible, structured development pathways.
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%).
20:20 Innovation Technical Director, David Norris (pictured) 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.”
