Generation Z shifts career priorities toward work-life balance

Generation Z is demonstrating a significant shift in professional and digital behaviors, prioritizing quality of life and facing increased security risks. In the workplace, many young professionals are opting to decline promotions to maintain work-life balance. Experts from IPB University suggest this is not a lack of ambition, but a redefinition of success that values health, family, and personal development over structural hierarchy.

In Portugal, studies indicate that while many young people aim for leadership, they prioritize stability and well-being. Higher salaries, leadership training, and flexible work models are cited as key factors that would encourage them to reconsider management roles.

Simultaneously, the digital expansion of this generation has made them primary targets for cybercrime. In Brazil, Serasa Experian reported that Generation Z accounted for the highest volume of identity fraud attempts in the first half of 2026, with approximately 505,000 occurrences—a 27.3% increase from the previous year. This rise is linked to their increased participation in digital financial services, such as opening accounts and accessing credit.