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Studies Find Younger Generations—Particularly Women—to Be More Assertive About Salaries

S.J. Steinhardt
Published Date:
Nov 30, 2022

women gender-board

Much has been discovered about how millennials and Generation Z have been changing the workplace. Now, there is another element: These workers—particularly women—are more likely to ask for and expect salary and cost-of-living increases than previous generations, according to Fast Company, relying in part on a recent survey by HR firm RandstadRandstad  surveyed 7,000 people across the United States, the United Kingdom, Australia, Germany and the Netherlands.

The survey found that 55 percent of Gen Z-ers and millennials expect government or employer assistance to help cope with increasing costs. By contrast, only 43 percent of Generation X and baby boomers agreed. According to a Randstad press release, half of the baby boomers asserted their own responsibility for managing the increasing cost of living, compared to one-third of those under 35. Two-thirds of Gen Z workers have received or expect to receive additional assistance from their employer, but only 24 percent of boomers said the same.

Fast Company reported that younger women, in particular, are becoming more assertive in the workplace, quoting Alexis Krivkovich, the author of  McKinsey’s 2022 Women in the Workplace Study, who said, "Women under 30 are more ambitious than ever and raising the bar on their expectations from their employer.” She added that at least 66 percent of them have aspirations to become senior executives, and more than half reported that advancing in their careers has become more important to them since the COVID-19 pandemic began.

Mikaela Kiner, founder and CEO of Seattle HR consulting firm Reverb told Fast Company that three-quarters of the firm's 76-person workforce is either female or nonbinary, adding that everyone of them negotiated when offered the job. “You present yourself as better informed and valuing yourself more when you negotiate,” she said.