As Gen Z and Millennials continue to reshape the workforce, employee-owned companies (EOCs) have a unique opportunity—and challenge—to connect with younger workers. By 2030, these two generations will make up nearly three-quarters of the global workforce. Their expectations around work, purpose, and financial security differ from those of previous generations, and tailoring engagement strategies is essential for getting them excited about employee ownership.
We just held a webinar this past month for our members summarizing recent trends, data, and best practices for how employee-owned companies can leverage employee ownership to better engage younger generations. We highlight some of the key takeaways in this blog:
Reframe the Financial Benefit
According to TIAA’s 2025 trends, younger generations aren’t “vibing with retirement savings.”
While retirement might feel distant to a 25-year-old, the idea of building wealth now hits home.
Research shows younger employee-owners report lower financial anxiety and greater confidence in their future compared to non-EO peers. By emphasizing account growth, annual share price increases, and relief from debt worries, companies can highlight how EO supports stability today—not just decades down the road.
Focus messaging on building wealth vs. saving for retirement.
Purpose and Ownership Culture
Beyond paychecks, younger workers want purpose. Roughly 9 in 10 Gen Z and Millennials say meaning at work drives job satisfaction. EOCs are well positioned here: ownership fosters pride, accountability, and a sense that daily contributions truly matter. Practices like open-book management and regular feedback sessions reinforce transparency and strengthen that culture of shared success.
Speak Their Language
Employee ownership can sound abstract or even jargony to someone hearing about it for the first time. Terms like “ESOP” don’t resonate nearly as well as “employee-owned.” Clear, simple communication—backed by peer stories and visual tools—helps younger workers understand that this isn’t just another benefit, it’s a powerful wealth-building opportunity. Tools like “wealth calculators” make the long-term financial upside tangible today.
The Bottom Line
For employee-owned companies, engaging younger generations is about shifting the narrative: from retirement to wealth creation, from jargon to clear stories, from distant benefits to immediate impact. By showing Gen Z and Millennials that EO provides both financial security and meaningful work, companies can attract, retain, and inspire the next wave of employee-owners—ensuring not just continuity, but a thriving ownership culture for decades to come.
