What attracts young people
Young people clearly indicate what would motivate them. They find the sector more attractive when it presents itself as creative (34%), honest and transparent (33%), and entrepreneurial (30%). It is striking that many of these qualities are already present in the financial sector in practice, but young people do not yet recognize them sufficiently.
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Human and modern: what needs to change according to young people
Almost half of young people (48%) believe that the image of the financial sector needs to be more modern and human. Two in five young people (40%) see a key role for young people with new ideas. Additionally, 28 percent say their perception would improve if they heard more stories from peers already working in the sector – a signal that the sector needs to use storytelling and visibility of young talent to build credibility.
Sjoerd Heijmans, founder & CEO of Becky.works, explains the research results: 'The figures present a painful but clear picture: young people do not see themselves in finance. This is not just an image gap, but a strategic risk. Aging continues, the demand for financial talent is rising, but young people do not feel addressed by how the sector presents itself. While the reality is that the financial sector already offers much of what the young generation is looking for: a work environment where innovation, transparency, and entrepreneurship are central. We just aren't telling that story well enough yet. If we want the financial sector to remain future-proof, we must acknowledge that 'dusty and distant' no longer works. The sector has everything it needs to be attractive to young talent, but it still does not show that sufficiently.'
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A platform for innovators in finance
To put offices that are already making a difference in the spotlight, Becky.works is organizing the first edition of the Becky's NextGen Awards on March 26, 2026. These awards honor accounting firms that actively work to provide the next generation with a meaningful career. With a focus on innovation, talent development, and a fresh perspective on the profession, they show how attractive finance can be for Gen Z. Do you want to participate as a firm or want to attend the award ceremony? Visit the website via the following link.
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