UNITED KINGDOM / AGILITYPR.NEWS / September 04, 2025 /

The training consultancy’s UK-wide research sets out to uncover what the next generation of accountants really want from work, and how employers can attract and retain them.

20:20 Innovation has today announced the launch of a timely new research project designed to give accountancy firms the insights they need to win the war for talent.

With many firms struggling to recruit and retain the next generation of professionals, this UK-wide survey will tap into the real experiences, priorities, and dealbreakers of Gen Z accountants and trainees. The findings will be accompanied by in-depth report and practical guidance for hiring managers to help firms adapt their recruitment strategies, working practices, and cultures to better meet the needs of this rapidly growing workforce segment.

The survey, which is open now, is aimed at Gen Z professionals born between 1997 and 2012 who are either working in practises or training to become an account. It explores what matters most when choosing an employer, the red flags that put young professionals off, and the policies and initiatives that keep them loyal to their firms – or push them to leave for pastures new.

Josh Reeves, Associate Director – Marketing at 20:20 Innovation, said, “Like many sectors, the accountancy profession is facing an undeniable talent crunch, and Gen Z holds the key to its future. This cohort views the world of work differently to previous generations. We can’t guess what they want. We need to ask them. This research will not only capture those answers, it will also give firms the clear, actionable strategies they need to compete for the best people and cement the future of their workplaces.”

Once the survey results are in, the full Gen Z Accountants Report 2025, will be available as a free downloadable resource for accountancy firms. The report will provide evidence-based recommendations to help firms build compelling employer brands, improve retention, and futureproof their talent pipelines.

Current Gen Z accountants and trainees in the UK are invited to share their experiences and shape the future of the profession by completing the survey here: https://www.surveymonkey.com/r/BLYT75C.

The survey is open until 30 September 2025.

For more information on 20:20 Innovation, visit www.2020innovation.com.