For many modern young professionals, a paycheck is no longer enough.
A new study has revealed that millennials and Gen Zs are increasingly rejecting jobs that don’t align with their personal values, prioritising purpose-driven work, ethical employers and a strong work-life balance over financial gain.
This shift is redefining the job market, with companies now forced to rethink their workplace culture, sustainability practices and inclusivity efforts in a bid to attract and retain top talent.
But who really has the privilege to be selective in a struggling economy? And how does this trend impact South Africa, where youth unemployment remains alarmingly high? A Deloitte survey revealed that 86% of these individuals consider a sense of purpose crucial to job satisfaction and well-being.
Notably, 44% have declined job offers due to misaligned personal ethics or beliefs and 50% have rejected assignments for similar reasons.
For many young professionals today, work is no longer just about earning a salary, it’s about aligning with a greater purpose. In South Africa, where historical and economic inequalities still shape career paths, the ability to turn down jobs due to personal values is not equally accessible to everyone.
Meanwhile, a 2023 Deloitte Global Survey found that 86% of Gen Zs and millennials believe that a sense of purpose is key to their job satisfaction and well-being.
Additionally, 44% have turned down an employer based on ethical concerns and 50% have rejected assignments that conflicted with their beliefs. These numbers highlight a growing shift toward purpose-driven work but they also raise an important question: Can all professionals in South Africa afford to make such choices?
The luxury of saying "No"
The reality is that not everyone has the financial or social privilege to refuse a job based on values alone. In a country where the unemployment rate stands at 32.1% (Statistics South Africa, Q4 2023), the decision to reject a job offer can be a matter of survival.
Historically, white South Africans have had greater access to economic stability, professional networks and generational wealth, giving them more flexibility in their career choices.
On the other hand, black professionals, who make up the majority of the unemployed workforce, often feel pressure to accept work even when it doesn’t align with their personal values.
Many black graduates are the first in their families to enter the corporate world. They don’t have the same safety nets, so rejecting a job on ethical grounds isn’t always an option. There’s often an unspoken responsibility to take whatever is available.
Purpose vs. paycheck: who can really choose?
Although the research conducted by Deliott doesn’t racially reflect this, purpose-driven work is often discussed as if it’s universally accessible but in reality, it is shaped by privilege.
For example, white professionals are overrepresented in high-paying sectors such as finance and technology, according to a 2023 South African Labour Market Report, where they can afford to be selective about their employers.
Black professionals, by contrast, are more likely to face barriers to senior positions, leading them to accept jobs out of necessity rather than preference.
In a 2022 study conducted by the University of the Witwatersrand, black employees were found to be three times more likely to experience workplace discrimination, which can make the idea of “finding a job that aligns with personal values” feel like a distant dream.
There’s still a perception that black professionals should be grateful for opportunities. While white professionals, on the other hand, are often in a position where they can demand certain ethical or lifestyle conditions before accepting a job.”
The mental health impact of misaligned work
For those who feel trapped in jobs that go against their beliefs, the consequences extend beyond career dissatisfaction. Studies show that employees who feel disconnected from their work experience higher levels of stress, burnout and mental health challenges.
A 2023 report by the World Health Organization (WHO) states that workplace stress can contribute to depression, anxiety, and even cardiovascular disease. Given that South Africa already has one of the highest rates of workplace-related stress in the world, the importance of aligning work with personal values cannot be ignored.
The ability to turn down a job due to personal values is a privilege that not everyone in South Africa can afford.
While younger generations are pushing for workplaces that align with their beliefs, economic inequality means that the choice between purpose and paycheck is not equally available to all.
For real change to happen, employers, policymakers and society at large must work toward creating a job market where every professional regardless of race has the freedom to choose a career that aligns with both their financial needs and their ethical values.
Until then, the question remains: Is purpose-driven work a true movement for all or just another privilege of the few?