Reinventing Work, Life, and Purpose in a Changing World

Communications solutions agency, HAVAS Ortega’s latest study dives deep into the preferences, values, and behaviors of Generation Z.

Gen Zs are redefining the meaning of success and looking beyond job titles and compensation. The final series of HAVAS Ortega’s study reports, that while financial stability is still important, this generation puts a higher premium on meaningful work that aligns with their values and passions. At the same time, they prefer more flexible work arrangements, that allow them more time to rest (for their mental and physical health), and pursue their other passions and causes.

Complimenting this trend is how they embrace AI technology as a necessary tool to make them more competitive and efficient.

Below is the continuation of HAVAS Ortega’s report published as-is:

Trend 4: Vibe checking the workplace: Our quest for pay and purpose

We no longer see career choices as solely a matter of financial stability or prestige. While financial stability and benefits are still important, our generation — raised in a world of fast-paced technology and increased social awareness — wants more from our jobs. We want careers that align with our values and passions, and we will not settle for anything less, let alone jobs that lack any purpose. This desire for fulfillment shapes how we grow personally and engage with our communities, making us a real force for change in the working world.

We are all about continuous learning, personal growth, and exploring interests outside of work. We want jobs that offer more than just financial security; we want to grow mentally, emotionally, and socially. A whopping 71% of us carefully choose how we spend our free time, focusing on meaningful experiences rather than empty pastimes. We look for jobs and careers that let us switch off when necessary, as we are serious about living intentionally and not letting our whole identity be defined by our jobs.

Closely intertwined with our emphasis on meaningful work is our giving importance to mental wellbeing. Around 70% of us believe slowing down our pace of life is necessary for good mental health, shifting away from the hustle culture older generations often promoted and adhered to. We aim to steer away from high-pressure jobs and 24/7 availability as we believe they are not the “gold standard” anymore. For us, setting boundaries and taking care of our mental health is just as important as — maybe even more important than — salary and career advancement. We want careers that let us thrive both emotionally and professionally.

Major global companies are already getting the message. Brands like Patagonia and Salesforce offer benefits that go beyond just compensation — paid volunteer days, flexible hours, and people-centric policies that prioritize employee wellbeing. Google, Spotify, and LinkedIn are leading the way with hybrid work setups and learning opportunities, demonstrating that a culture of purpose and balance attracts our generation. As more Filipino Gen Zs enter the workforce, local companies must follow suit and mirror these innovative practices if they want to stay competitive and appealing as employers and brands.

Social media trends like #QuietQuitting and #BareMinimumMondays, with millions of views on TikTok and Instagram, have sparked conversations about work-life balance. Instead of chasing endless productivity at the expense of personal wellbeing, we are advocating for boundaries, mental health, and a better quality of life. Influencers promoting “slow living” and “work-free weekends” are enriching these conversations and encouraging employers to reconsider traditional sentiments and perspectives about productivity and the nature of the workplace.

It is no surprise that about 75% of us believe that having control over our schedules is more crucial than ever. Flexible arrangements, remote work, and meaningful professional development opportunities are not just perks anymore — they are must-haves. Companies willing to invest in tech-driven resources and trusting relationships that allow for personal agency can enjoy the rewards of a motivated and loyal workforce. By enabling a work structure that fits individual lifestyles, employers turn Filipino Gen Z employees into true collaborators rather than mere subordinates.

We do not see this pursuit of work-life balance and meaning as something that only serves our interests. Most of us, around 78%, hope future generations will have even better opportunities, including more meaningful work arrangements. Our vision goes beyond our own careers; we want to reshape work culture entirely. We are actively pushing for people-focused workplaces that respect everyone’s time, freedom, and aspiration. By doing so, they are rewriting the rulebook for what it means to flourish in the modern workplace.

A healthy work-life balance also frees up time for our social causes. We believe balance is not just about personal comfort; it is about making a difference in our communities and the world. A huge 85% of us believe that the most successful companies of the future are those that actively drive social change. We hold ourselves to the same standard, making volunteerism and advocacy an integral part of our lives. For our generation, a fulfilling career is not complete without a robust sense of communal responsibility and environmental accountability.

These emerging trends show a major shift in how work is defined, valued, and practiced. We are leading the charge in demanding that careers be about more than just profit; we want employers to embrace flexibility, mental wellbeing, and social impact. In this fast-changing professional landscape, companies that adapt quickly—by offering genuine development opportunities, supporting employee health, and championing societal progress—will find themselves thriving. We are determined to shape a working world where fulfillment and community wellbeing stand at the core of success.

What this means for brands

Brands play a pivotal role in our evolving values, needs, and expectations of the world, especially since we value balance in all aspects of life. By understanding this need for balance — whether it is between work and personal endeavors, or individual growth and collective wellbeing — brands can serve as true allies to both employees and consumers. Every workplace policy or campaign message that honors these diverse approaches to balance helps build a deeper connection with a generation searching for more than just material success.

As employers, brands wield significant influence to helping us create the meaningful and balanced lives we aim for. When companies develop policies that support flexible schedules, mental health, and purposeful career paths, they not only attract top young talent but also earn our respect. Importantly, a strong reputation among Gen Z employees has the potential to boost credibility with the broader public — 45% of us are more likely to trust companies that treat their workforce with genuine care. This connection between employer brand and corporate brand can become a powerful competitive advantage.

As communicators, brands can also champion these values by reframing the narratives they tell in ads, social media, and other public channels. Depicting us charting our own paths — balancing family roles, personal growth, and community engagement — can start bigger conversations about self-determined work-life boundaries. Beyond simply selling products, these messages elevate the idea that purposeful, flexible living is not just a luxury for the privileged few but a right that every Filipino should have access to. By fostering discussion around these ideals, brands can reshape cultural expectations of work and life in ways that resonate deeply with us Gen Zs.

To genuinely connect with us, companies must redesign their strategies from the ground up to include social responsibility, sustainability, and mental health priorities. Authenticity is critical; these commitments should not just be marketing buzzwords. Brands need to put them into practice, most especially internally — truly “walking the talk”. By paying attention to our aspirations, concerns, and passions, businesses can transform into catalysts for positive change — sparking fresh approaches to work, life, and community that earn our loyalty and respect. And by doing so, they cultivate a legacy that not only meets our immediate hopes and needs but also sets the stage for a more inclusive, balanced future for everyone.

Trend 5
The Gig Grind: Gen AI technology meets Gen Z ambition

For Millennials and younger Gen-Xers, platforms like Google Search, Wikipedia, and YouTube changed how they learned and grew. For Filipino Gen Zs, however, the real game-changer is ChatGPT, Copilot, Gemini, and other Generative AI tools. A huge 93% of us even call Generative AI “revolutionary.” With these resources, we can research, conceptualize, and write about anything in minutes, making it a part of our daily lives. It is amazing that 84% of us have already used these AI tools for school or work, even though the technology is considered new.

Part of our enthusiasm comes from our well-known FOMO — Fear of Missing Out — which drives us to upskill and stay competitive. Eighty-four percent of us believe that Generative AI will help us do our jobs better, and 58% think mastering AI is key to job security in the future. With our Google search and AI chatbot skills, we are ready to thrive as true gig workers — independent contractors who set our own schedules and have time to explore the world. Seventy-nine percent of us say that AI will take over the mundane parts of our jobs, giving us more time to spend for our personal passions and long-term growth.

As a result, remote jobs like virtual assistants, work-from-home BPO agents, and freelance roles for designers, coders, and data analysts have risen in popularity among our generation. With 62% of us believing we should actively push AI innovations at work and 56% stressing the need to learn AI to stay employed, the competition is on. These new roles not only make companies more efficient but also redefine how work is distributed and performed.

Globally, AI-powered platforms like Jasper for content and DALL-E for design have revolutionized the gig economy, enabling workers to scale up fast and produce highly competitive work. Brands like Coca-Cola have used AI in their marketing, using AI-generated artwork in campaigns like their “Masterpiece” series. Meanwhile, platforms like Upwork and Fiverr have seen a surge in AI-assisted gigs — from virtual assistants to video editors — where freelancers use tools like ChatGPT to enhance creativity and efficiency. This highlights how generative AI is changing work and empowering Gen Z gig workers to excel in a digital-first environment.

Even as we enjoy its benefits, we are not blind to AI’s potential problems. Half of us (51%) worry that widespread AI adoption could lead to mass unemployment, while 58% fear AI might someday surpass human intelligence. The academic and professional spheres are already discussing how the labor force — and humanity at large– might be affected by this new technology. Reflecting this cautious outlook, 67% of us think it is important to educate future generations about the ethics of AI to ensure its responsible use.

Ultimately, our generation stands at the crossroads of this changing gig economy and the ethical questions of generative AI use. Acknowledging that Gen Zs are true gig workers at heart and that AI use must be ethical, brands have a clear opportunity to highlight these realities in their ads and marketing communications. Moreover, giving us enough room to learn, experiment, and follow our passions could prove invaluable—both for the workforce and for companies that want a lasting, positive relationship with our generation.

What this means for brands

Brands and companies navigating the rise of AI and the Gen Z gig economy have an opportunity to shape the future of work in ways that really resonate with us. Since we call Generative AI “revolutionary” and are adopting it so quickly, companies should not see AI as a futuristic tool, but as an essential. Gen Zs want both flexibility and meaningful work, and AI can help create agile work environments that give us what we look for in our careers.

First, employers and brands can start by incorporating AI training to their culture. If 84% of us already use AI for school or work and 58% see AI mastery as key to job security, then structured programs — from short workshops to full certification courses — can help us gain skills and drive innovation. By offering ways for employees to learn AI skills, companies show they value growth and futureproofing, which fosters loyalty among our tech-savvy generation.

Brands should also establish internal AI ethics guidelines. With 67% of us saying we need ethical education around AI, transparent policies that address data privacy, algorithmic biases, and responsible development will lead a way towards building trust. Explicitly stating and demonstrating these ethical standards in product design, marketing, and customer experience allows organizations to stand out as conscientious and forward-thinking — qualities that increasingly influence consumer choices.

It is also important for brands to embrace the gig model in a way that benefits for both employers and Gen Z talents. By creating flexible work arrangements — like project-based contracts, remote gigs, or hybrid options — companies can tap into a bigger pool of skilled individuals who value independence. Using AI-powered platforms to manage tasks, projects, and streamline communication not only boosts productivity, but also aligns perfectly with our penchant for autonomy and on-demand work.

When it comes to messaging, brands should celebrate the potential of Generative AI while also being real about its limits. Campaigns, social media, and even internal communications can highlight responsible uses of AI — like boosting creativity, improving efficiency, and freeing us up for bigger tasks — while also stressing the irreplaceable value of human judgment and empathy.

Finally, supporting employees’ mental health and work-life balance will remain vital in an AI-driven future. While AI can manage repetitive tasks, employers should use this freed-up time to offer upskilling, personal development, and wellbeing activities. This helps us, who value balance and meaningful experiences, feel that our employers are truly invested in our holistic growth, rather than merely using new technologies for profit.

To solidify these efforts, brands should demonstrate how AI adoption leads to societal progress rather than loss. Sponsoring local tech education programs, partnering with universities to foster responsible AI innovation, or funding research on sustainable tech solutions will show our generation—and everyone else—that AI can be a tool for empowering people and solving social problems. By making these commitments part of their core missions, organizations not only earn the respect of Gen Z consumers, but also set themselves up for success in an AI-driven world.

CONCLUSION

Filipino Gen Zs have become a powerful force — reshaping culture, commerce, and community action in our society. Our readiness to “seize the day” shows a collective desire to reclaim experiences and make life count after spending the early 2020s in lockdown and isolation. Our deep investment in mental health and holistic wellbeing redefines what a fulfilling life means — not just for ourselves, but for everyone, including the future generations to come. We are also not afraid to champion change — staying informed about local and global issues and taking a stand whenever we see an opportunity to make a real difference.

Along with this drive for reform, we are reimagining work and careers. Filipino Gen Zs are consciously creating a balance between our professional and personal lives, knowing that both contribute to our growth. And in a time of rapid technological change, our skill with Generative AI lets us explore diverse gig opportunities, turning what used to be impossible pursuits into viable jobs. It is more than just a quest for employment; it is a journey toward purposeful, fulfilling work that resonate with our values.

For brands, employers, and policymakers, connecting with our generation requires thoughtfulness, empathy, innovation, and authenticity. Genuine connections depend on truly understanding our ideals — what we hope to achieve in our lives and in society. By aligning strategies with our call for positive social impact, mental wellbeing, and equitable opportunities, organizations can build not just brand loyalty, but also genuine, meaningful relationships rooted in shared purpose.

We hope these insights give you a clearer, more actionable understanding of how to best respond to—and thrive in—this next wave of cultural and economic transformation.

Together, let us build meaningful brands that grow well and meaningfully contribute to society!