As of 2024, a powerful generational shift is redefining the Australian workforce. For the first time, the workplace is no longer dominated by Baby Boomers or Gen X, but by Millennials and Gen Z. According to the Great Place to Work Insights Report 2024 , these two generations now account for 67% of the workforce in Australia — a demographic transformation that is reshaping major culture across workplaces. With this shift means evolving expectations: how people want to work, what they value in employers, and what they need from leaders. As Baby Boomers retire and Gen X move into more senior leadership roles, Millennials and Gen Z are stepping up — and demanding workplaces that are human-first, values-led and future-focused.

In a market where competition for qualified professionals is fierce, many of our non-profit clients are asking us: “How can we attract and retain great people when we can’t compete on salary and perks?” It’s a valid concern. Industries such as technology, financial services and consulting often have the financial bandwidth to offer high salaries, generous bonus structures and a long list of lifestyle benefits. For mission-driven organisations working with tighter resources, it can feel like a difficult race to run. But a compelling Employee Value Proposition (EVP) isn’t built on budget alone. An EVP is fundamentally about meaning. The reasons people feel proud to work at your organisation. The most effective EVPs we see are not necessarily flashy, but they are clear, consistent and deeply connected to the values and culture of the organisation. When well-crafted and confidently communicated, non-profits can not only compete, but excel, when it comes to attracting and retaining capable, aligned professionals who are motivated by more than just salary.