Column: Brand values
25.03.2025 – Contributors
Columnist and HR specialist Laura Callahan explores what the next generation values most – including authenticity, sustainability and purpose – and how this applies at work.
The next generation of employees is reshaping the culture of the workplace with their values-driven approach to work. These employees care deeply about the brands they align with, both as consumers and as professionals. It isn’t just a job to them, and their choice of employer sends a message to their peers about what they stand for.
For those managing commercial, profit-focussed businesses this can present a quandary as to how you can create appeal to attract and retain your newest team members.