[Latest Attuned Motivation Survey Report] In 2025, Workers' Mindset Makes a Major Shift from 'Promotion' to 'Stability'

A Historic Shift in Employee Motivation in the Tumultuous Year of 2025

Attuned Inc. (Chiyoda-ku, Tokyo; CEO: Casey Wahl), provider of the SaaS 'Attuned' that visualizes individual intrinsic motivators, has released its fourth consecutive annual survey report, 'The State of Motivation Report 2026.' This report reveals, through proprietary data, the reality of 2025, a year in which global employee motivation underwent significant fluctuations.

'Finance' and 'Safety' Reach Record Highs

Reflecting a 2025 filled with uncertainty—geopolitical risks, prolonged inflation, and job anxiety due to AI—employee interests have largely shifted from a 'growth/promotion' orientation to a 'stability/security' orientation.

'Finance' (the desire for financial security and well-being) recorded its second-highest score ever at 60.32%, up 3.89 points from the previous year, while 'Safety' (the desire for stability and constant prosperity) reached a record high of 57.18%. Conversely, 'Competitiveness,' 'Growth,' 'Creativity,' 'Feedback,' and 'Rationality' all dropped to their lowest levels on record. Furthermore, 'Autonomy,' which had been on a downward trend for six consecutive years, reversed and rose for the first time, reflecting employees' true feelings about the trend of returning to the office.

Widening Generational Gap Seen in Gen Z

The change is particularly striking in Gen Z. Hit hardest by the rising cost of living, Gen Z's 'Finance' score soared to 66.63%, an 11.05-point increase from the previous year, marking the highest score across all generations and all categories in 2025. In contrast, Baby Boomers showed a higher consciousness towards 'Competition' and 'Innovation,' indicating a significant divergence in motivational direction among generations.

The Need for a 'Personalized Optimization' Perspective for HR and Management

One-size-fits-all measures can no longer meet the diverse motivations of employees. Visualizing each individual's intrinsic motivators is the starting point for improving engagement and preventing turnover. The full report can be downloaded from the official Attuned website.