Brazilian youth favor growth prospects and mental‑health focus over pay in job choices

A survey by the Instituto Locomotiva for CIEE, covering more than 8,800 Brazilians aged 14‑24, found that 54% of respondents prioritize professional growth opportunities when choosing an employer, followed by good remuneration and benefits (43%) and a pleasant work environment (31%). Mental‑health support was considered very important by 93% of participants, while flexible work arrangements ranked only fifth.

At the same time, data from Sebrae show a rapid rise in youth entrepreneurship. Nearly 800,000 Brazilians under 30 have started their own businesses since 2012, bringing the total to about 4.9 million. The share of young entrepreneurs with at least some higher education grew from 14% in 2012 to 28% by the end of 2025, and women now represent roughly 36.5% of this group. Despite two‑thirds operating informally, many cite digital tools, autonomy and flexibility as key motivations, especially as youth unemployment remains more than twice that of adults.

These trends suggest a shift in the Brazilian labour market, with young workers demanding growth, purpose and wellbeing, while increasingly turning to entrepreneurship as an alternative to traditional employment.