With debates ongoing about the workplace, Rose Marley, the CEO of Co-operatives UK writes exclusively for Prolific North about how she believes businesses need to change.
It comes following research from the organisation which found that Gen Z Brits want to work for a company that shares their values like honesty, green credentials and social responsibility…
For years, many businesses have shaped their workplace on a set of priority terms that are being brought into question by Gen Z – profit over people, dictating the rules, and expecting each new generation to simply adapt. But that’s not how it works anymore, writes Marley.
Gen Z isn’t asking for change – they’re demanding it. And businesses that fail to listen could well be left behind.
We wanted to hear directly from young workers about their experiences, and to back up our anecdotal evidence with examples of what truly matters to young people in the work place, thereby creating the business case for change.
The results of our research? A clear and undeniable shift. Gen Z employees aren’t just looking for a pay-check. They want workplaces that reflect their values – where green credentials, honesty, and social responsibility matter just as much as salary. And they’re willing to act on it.
Our research found that 42% of young workers have considered quitting their jobs because their employer lacks social purpose or strong enough values. 40% have actively avoided applying to companies they deem unethical. Work-life balance (63%) now slightly outranks pay (62%) as a priority – reflecting a broader global trend.
Should this really come as a surprise? I don’t think so. Young people today aren’t lazy or entitled; but they do have a very different take on what matters. They have been told for so long that they won’t have a ‘job for life’, they’re not looking for one and they’re making deliberate choices about where they work, who they work for, and what they will (and won’t) tolerate.
Hearing from young people
Olivia Heaps, a 20-year-old café worker at The 8th Day Café, a worker co-op in Manchester, told us how stark the contrast was between her previous jobs and where she works now. And because it’s a ‘worker co-op’ she really does get to have a stake and a say in how the business runs.
“It was only when I started working for a co-operative that I realised how awful my other jobs were before coming here. I’ll never go back to working in places like those.”
It’s a clear message. She described how having a voice in decisions and working collectively has transformed her experience. And what does that mean on a personal level? She feels happier in her job; more comfortable and accepted. These are stories we’re hearing across the board.
This is a wake-up call. Gen Z will soon make up a third of the workforce, and their expectations will define the labour market. Businesses that want to recruit and retain top talent need to adapt – because ignoring this reality isn’t an option if you’re looking to not only attract but retain talent.
Some business managers still dismiss young workers as entitled or disloyal when looking at their high turnover figures. This is not a failure of young people; it’s a failure of workplaces to evolve.
So where do businesses go from here? For young workers seeking purpose-driven careers, co-operatives offer a compelling alternative.
Co-operatives: Working for young people
Co-operatives are member-owned businesses that operate based on shared values, prioritising people, planet, and purpose over pure profit. They create workplaces where employees can align their work with their ethics—fostering a sense of ownership and community.
Importantly though, the 7,000 plus co-operative businesses operating in the UK – from football clubs to farms and community energy to community pubs – all have one golden thread in common. The values and principles they operate within.
Our research found that 94% of young people would consider working in a co-operative once they understood what they are and how they operate. The interest is there. It’s time for businesses to catch up. Olivia’s experience at The 8th Day reflects just that.
We’re talking about fair pay and transparency; about a voice in decision-making; about aligning with values. And this isn’t just about one co-operative. Businesses can come together and form co-operatives with shared values. For example, Bright Futures Co-op has members including B&Q, Aldi, Morrisons and The Co-op, alongside charities in its business membership. There’s one aim – to tackle modern slavery. Thats a mission worth working towards.
Learning from experience
My career has been formed by youth. My early career developed out of the youth movement that was ‘Madchester’. I’m a founder of social enterprises SharpFutures and The Sharp Project and have delivered public campaigns (Our Pass) for young people. I’ve seen first-hand how much young people have to offer – but only if they’re given real opportunities, rather than token gestures.
The United Nations declared 2025 the International Year of Co-operatives, while just over 180 years ago the Rochdale Pioneers paved the way for the modern-day Co-operative Movement. I am committed to telling these stories and raising the profile of co-operative business where ambitious, resilient young people, who are eager to contribute, will thrive.
Rose Marley is the CEO of Co-operatives UK.
