Survey on Gen Z's Work Values and Self-Identity 2026 vol.1: When Choosing a Company, 'Social Needs of Work' Valued More Than 'Salary'; Over 40% of Positive Individuals See Labor Shortage as 'Opportunity for Personal Contribution'
Human Holdings conducted the 'Survey on Gen Z's Work Values and Self-Identity 2026.' Gen Z prioritizes the social needs of work over salary when choosing a company, and a significant portion views labor shortages as opportunities for personal growth.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 20:00
- 🔍 Collected: April 27, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 02:20 (14h 48m after Collected)
Human Holdings Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Representative Director and President: Tomoaki Sato; hereinafter 'the Company'), which has educational, human resources, nursing care, childcare, IT, beauty, and sports businesses under its umbrella, conducted the 'Survey on Gen Z's Work Values and Self-Identity 2026' targeting a total of 1,000 men and women aged 20-29, including new graduates in 2026 (hereinafter '26 graduates').
[Key Points of this Matter]
- Gen Z tends to prioritize the 'high social needs of work' when choosing a company, surpassing 'high salary' by approximately 6 percentage points. Among 26 graduates, 46.8% emphasized high social needs, valuing it more than current graduates.
- Regarding the domestic labor shortage, a majority of Gen Z respondents view social issues positively, with 'diversification of work styles progressing' (55.6%) and 'increased opportunities for personal contribution' (41.4%) being common responses.
- While 53.7% of Gen Z values feeling 'personal growth through work,' only 7.8% have a clear vision of their 'ideal self,' highlighting the social necessity of 'SELFing.'
[Overview of this Matter]
The Company has adopted 'Value Promise: SELFing' as its management philosophy, which is the value it provides to all stakeholders. 'SELFing' is defined as finding one's 'ideal self,' setting a path towards its realization, and establishing a cycle where this also contributes to society.
Through its education, human resources, nursing care, childcare, IT, beauty, and sports businesses, the Company Group provides 'SELFing,' aiming to help each individual find and realize their ideal self, and by matching societal needs, strives to create a rich society where everyone can live authentically.
This time, the 'Survey on Gen Z's Work Values and Self-Identity 2026' was conducted targeting 1,000 men and women aged 20-29 working in companies or organizations, including new graduates in 2026.
■ 'Survey on Gen Z's Work Values and Self-Identity 2026' conducted with 1,000 Gen Z men and women, including 2026 graduates
The serious domestic labor shortage and the rapid spread of AI are the most immediate issues for Gen Z, who will shoulder the future of society. Particularly, the 2026 graduating class, who spent their high school and university years in the uncertain climate of the COVID-19 pandemic, view digital technology as an infrastructure while tending to emphasize social contribution and self-identity. This survey aimed to clarify how twenties are re-evaluating 'career' and 'ideal self' in the age of AI. Volume 1 presents Gen Z's work values.
[Survey Outline]
[Period] April 1 (Wednesday) - April 7 (Tuesday), 2026
[Target] Nationwide / 1,000 men and women aged 20-29 working as company employees (regular employees), civil servants, or organization staff.
[Number of Responses] 1,000
[Method] Internet survey
*Because the composition ratios in the survey results are calculated by rounding off to two decimal places, the total value does not necessarily reach 100%.
Q1. 40.4% of Gen Z prioritize 'high social needs of work,' transforming retention criteria
When asked whether they prioritized 'the high social needs of work' or 'high salary' when choosing their current workplace, 40.4% of Gen Z overall emphasized 'social needs,' which was 6.4 percentage points higher than 'salary' (34.0%). This difference was particularly significant among 26 graduates, with 46.8% prioritizing social needs compared to 29.0% for salary, showing an overwhelming gap. This clearly indicates a trend where the traditional 'high salary' has been replaced by an emphasis on social value, or 'being needed by society.'
Q2. 'Welfare benefits' and 'work-life balance' considered in deciding workplace
When Gen Z chose their workplace, the most common answer for what they prioritized was '充実度 (fullness) of welfare benefits' (60.9%). This was followed by 'ease of work-life balance,' 'job satisfaction,' 'high salary,' and 'length of working hours,' all of which were prioritized by over half of the respondents. 'Environment for skill improvement' was also prioritized by 47.6%, reflecting a reality where individuals seek both personal growth and a suitable environment.
Q3. Positive outlook on the impact of labor force reduction as an 'opportunity'
Regarding the declining domestic labor force, more than half of Gen Z respondents viewed societal changes positively, with answers such as 'diversification of work styles progressing' (55.6%) and 'importance of latest technology increasing' (55.0%). Additionally, 41.4% responded that 'opportunities for personal contribution will increase,' highlighting Gen Z's perspective of viewing societal crises as opportunities for a new era.
This trend is also reflected in individual attitudes, with a combined 66.2% forming the 'non-negative group' who responded that it would have a positive impact on their 'career' or no impact at all.
[Key Points of this Matter]
- Gen Z tends to prioritize the 'high social needs of work' when choosing a company, surpassing 'high salary' by approximately 6 percentage points. Among 26 graduates, 46.8% emphasized high social needs, valuing it more than current graduates.
- Regarding the domestic labor shortage, a majority of Gen Z respondents view social issues positively, with 'diversification of work styles progressing' (55.6%) and 'increased opportunities for personal contribution' (41.4%) being common responses.
- While 53.7% of Gen Z values feeling 'personal growth through work,' only 7.8% have a clear vision of their 'ideal self,' highlighting the social necessity of 'SELFing.'
[Overview of this Matter]
The Company has adopted 'Value Promise: SELFing' as its management philosophy, which is the value it provides to all stakeholders. 'SELFing' is defined as finding one's 'ideal self,' setting a path towards its realization, and establishing a cycle where this also contributes to society.
Through its education, human resources, nursing care, childcare, IT, beauty, and sports businesses, the Company Group provides 'SELFing,' aiming to help each individual find and realize their ideal self, and by matching societal needs, strives to create a rich society where everyone can live authentically.
This time, the 'Survey on Gen Z's Work Values and Self-Identity 2026' was conducted targeting 1,000 men and women aged 20-29 working in companies or organizations, including new graduates in 2026.
■ 'Survey on Gen Z's Work Values and Self-Identity 2026' conducted with 1,000 Gen Z men and women, including 2026 graduates
The serious domestic labor shortage and the rapid spread of AI are the most immediate issues for Gen Z, who will shoulder the future of society. Particularly, the 2026 graduating class, who spent their high school and university years in the uncertain climate of the COVID-19 pandemic, view digital technology as an infrastructure while tending to emphasize social contribution and self-identity. This survey aimed to clarify how twenties are re-evaluating 'career' and 'ideal self' in the age of AI. Volume 1 presents Gen Z's work values.
[Survey Outline]
[Period] April 1 (Wednesday) - April 7 (Tuesday), 2026
[Target] Nationwide / 1,000 men and women aged 20-29 working as company employees (regular employees), civil servants, or organization staff.
[Number of Responses] 1,000
[Method] Internet survey
*Because the composition ratios in the survey results are calculated by rounding off to two decimal places, the total value does not necessarily reach 100%.
Q1. 40.4% of Gen Z prioritize 'high social needs of work,' transforming retention criteria
When asked whether they prioritized 'the high social needs of work' or 'high salary' when choosing their current workplace, 40.4% of Gen Z overall emphasized 'social needs,' which was 6.4 percentage points higher than 'salary' (34.0%). This difference was particularly significant among 26 graduates, with 46.8% prioritizing social needs compared to 29.0% for salary, showing an overwhelming gap. This clearly indicates a trend where the traditional 'high salary' has been replaced by an emphasis on social value, or 'being needed by society.'
Q2. 'Welfare benefits' and 'work-life balance' considered in deciding workplace
When Gen Z chose their workplace, the most common answer for what they prioritized was '充実度 (fullness) of welfare benefits' (60.9%). This was followed by 'ease of work-life balance,' 'job satisfaction,' 'high salary,' and 'length of working hours,' all of which were prioritized by over half of the respondents. 'Environment for skill improvement' was also prioritized by 47.6%, reflecting a reality where individuals seek both personal growth and a suitable environment.
Q3. Positive outlook on the impact of labor force reduction as an 'opportunity'
Regarding the declining domestic labor force, more than half of Gen Z respondents viewed societal changes positively, with answers such as 'diversification of work styles progressing' (55.6%) and 'importance of latest technology increasing' (55.0%). Additionally, 41.4% responded that 'opportunities for personal contribution will increase,' highlighting Gen Z's perspective of viewing societal crises as opportunities for a new era.
This trend is also reflected in individual attitudes, with a combined 66.2% forming the 'non-negative group' who responded that it would have a positive impact on their 'career' or no impact at all.