​Over the past few years, I’ve hosted more than 40 executive dinners across the food, fresh produce, agriculture and horticulture sectors. A recurring theme consistently surfaces during debate:

“Generation Z just don’t want to work.”

It’s a strong belief. And it’s one I fundamentally disagree with.

What I do believe—rightly or wrongly—is this:

Generation Z want a guaranteed return on investment for their hard work.

And that difference in framing matters enormously for our industries.

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Understanding Generation Z

Pew Research Centre defines Generation Z as those born roughly between 1997 and 2012. They are the first truly digital-native generation. They grew up during:

• The global financial crisis

• A decade of economic uncertainty

• Escalating student debt

• The climate crisis

• And a global pandemic during formative career years

That context shapes expectations.

Previous generations were often told:

“Work hard, stay loyal, and you’ll progress.”

Gen Z watched restructures, redundancies, stagnating wages, and burnout culture. So instead, they ask:

“If I work hard, what exactly will I get in return?”

That isn’t laziness. It’s risk management.

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The “Return on Effort” Mindset

In the executive conversations I’ve facilitated, there’s often frustration around perceived entitlement. But when you dig deeper, the pattern is clearer:

Gen Z are asking for:

• Clear progression pathways

• Transparent pay structures

• Skills development that increases their market value

• Meaningful feedback

• Flexibility where possible

• Purpose beyond profit

In agriculture, horticulture, rural and food sectors, industries that are physically demanding, margin-driven and often traditional in structure, this can feel misaligned.

But here’s the uncomfortable truth:

If we cannot articulate the return on effort, we will struggle to attract them.

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Why This Matters in Agriculture & Food

Our industries are already facing:

• Ageing workforces

• Skill shortages

• Leadership succession gaps

• Reduced inflow of younger talent

The pipeline into agriculture, horticulture, fresh produce and rural enterprises is thinner than it needs to be. If senior leaders dismiss an entire generation as work-shy, we risk compounding the issue.

Because the reality I see as a recruiter in these sectors is different.

I see young professionals who:

• Want to progress quickly

• Want to learn broadly

• Want exposure to decision-making

• Want to understand the commercial drivers

• Want ownership

What they resist is blind loyalty without a visible upside.

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Previous Generations vs. Generation Z

It’s easy to say:

“We didn’t need guarantees.”

But previous generations often had:

• Clearer housing affordability

• Defined benefit pensions

• Longer-term job security

• Less public comparison via social media

• Lower student debt burdens

The psychological contract has changed.

Gen Z grew up with transparency. They can see salaries on Glassdoor. They can compare employers instantly. They can watch their peers progress in real time on LinkedIn.

They are not unwilling to work.

They are unwilling to invest blindly.

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The Risk for Our Industry

If we continue to characterise Gen Z as disengaged:

• We stop listening

• We stop adapting

• We miss an opportunity to modernise

And in sectors like fresh produce, food manufacturing, farming and rural estates—where technology, automation, AI, and sustainability are reshaping the landscape—we need digital fluency and new thinking more than ever.

Ironically, Generation Z may be the most aligned generation we’ve ever had with:

• Sustainability

• Environmental stewardship

• Purpose-led careers

• Agri-tech innovation

But only if we invite them in properly.

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A Challenge to Executive Leaders

From those 40+ executive dinners, my reflection is this:

Instead of asking:

“Why don’t they want to work?”

We should be asking:

“Have we clearly defined the return on working here?”

Can we articulate:

• What someone will earn in 3 years if they perform?

• What responsibility will they gain?

• What skills will they acquire?

• What impact will they have?

• How will their work contribute to something bigger?

If we can’t answer that clearly, the problem may not be generational.

It may be structural.

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Reframing the Narrative

The agricultural, horticultural and food sectors have always been built on resilience, graft and long-term thinking.

Generation Z isn’t rejecting hard work.

They are simply asking for:

Clarity. Progression. Fair exchange.

And perhaps that’s not entitlement.

Perhaps it’s evolution.

If we want to reverse declining younger participation in our industries, we must challenge our assumptions first.

Because the future leadership of agriculture and food is sitting in lecture halls, on graduate schemes, and in junior roles right now, deciding whether this industry is worth their effort.

The question is:

Are we giving them a compelling reason to invest it?