top of page

Navigating the 'Great Negotiation' of 2024: A Crucial Turning Point for Gen Z and Employers

Updated: Dec 11, 2023

As we step into 2024, the professional landscape is bracing itself for a seismic shift – a clash of interests that could redefine the employer-employee relationship. Described as the 'Great Negotiation' by demographics expert Bradley Schurman, tensions between Gen Z workers and their employers are reaching a boiling point. The implications of this negotiation are far-reaching, and if not navigated with care, both sides stand to lose. In this blog post, we delve into the key dynamics and challenges surrounding this negotiation, exploring the urgent need for compromise, adaptability, and a fresh perspective on work.

The Changing Face of Employee Loyalty

In the past, a nine-to-five job was synonymous with economic promise and job security. However, as Schurman points out, this traditional model no longer guarantees the same level of financial stability for Gen Z. Economic realities have forced younger workers to seek alternative strategies, such as taking on multiple jobs. Jamie Belinne, a generational expert, highlights that the basic cost of living now surpasses most entry-level salaries, creating a new economic condition that demands attention.

Great Negotiation

The Economic Consequences of Inaction

The 'Great Negotiation' isn't just a clash of preferences; it has tangible economic repercussions. The annual employee attrition rate, currently standing at 13%, carries a financial burden of £3,000 per role. Molly Johnson-Jones, CEO and co-founder of Flexa emphasizes the impact of flexible working in mitigating this attrition, reducing turnover by up to 87%, as reported by the CIPD. As we approach this negotiation, understanding the economic stakes is crucial for both employers and Gen Z workers.

Embracing Flexibility and Trust

To bridge the widening gap, both employers and employees must embrace flexibility in terms of when and where work happens. The traditional office-centric model is evolving, and companies that fail to adapt risk losing top talent. Beyond physical flexibility, trust is a cornerstone in this negotiation. Managers and staff must establish renewed trust to foster a healthy working relationship. Addressing long-standing issues related to pay and labour conditions is a necessary step to rebuilding this trust.


As the 'Great Negotiation' unfolds in 2024, it is essential for employers and Gen Z workers to recognise the urgency of finding common ground. A failure to compromise could lead to widespread economic consequences. The evolving nature of work demands a shift in perspective, with flexibility and trust becoming the currency of a successful employer-employee relationship. By heeding the insights of experts and embracing adaptability, we can hope to emerge from this negotiation with a healthier, more sustainable professional landscape for all.

12 views0 comments


bottom of page