As Gen Z enters the workforce in growing numbers, corporate relocation companies face a new challenge: this generation does not just want to be moved — they want to be understood.

Born between 1997 and 2012, Gen Z now represents over 27% of the UK workforce, a figure set to rise to 31% by 2035*1. They’re digital natives, socially conscious, and deeply attuned to their mental wellbeing. And when it comes to employee relocation services, they’re rewriting the rulebook.

What Gen Z wants from global mobility companies?

Recent UK-based studies reveal a striking shift in expectations:

• Purpose over permanence: Nearly 90% of UK Gen Zs say working for a company that shares their values is essential*2. They’re more likely to reject assignments that don’t align with their ethics or wellbeing.
• Flexibility is non-negotiable: Gen Z is the least likely to expect a “job for life.” 77% say they’re likely to leave their employer within two years—not out of disloyalty, but in pursuit of growth, balance, and meaning.
• Loneliness is a hidden cost: A Bupa UK survey found that 38% of Gen Z workers feel isolated while working remotely, compared to just 24% of the wider workforce. Many are actively seeking roles with more in-person connection and community.
• Wellbeing is a priority: Mental health-related claims among 18–35-year-olds have doubled since 2019. Gen Z expects employers—and corporate relocation services—to support their emotional and physical wellbeing.

For global mobility companies, this means rethinking relocation as a lifestyle experience — not just a logistical process.

How corporate relocations must adapt

Traditional relocation models—focused on housing, visas, and logistics — don’t fully meet the needs of Gen Z. This generation demands a more holistic, personalised experience. Here’s how employee relocation services can evolve:

1. Design for connection

Gen Z craves community. Consider relocation packages that include:

• Introductions to local social hubs, co-working spaces, or interest-based groups
• Curated guides to neighbourhoods with vibrant cultural scenes
• Optional “soft landing” events or mentorship pairings
• Guidance and information should be presented in a format familiar to them –in person or in an engaging digital format.

2. Support mental wellbeing

Relocation can be isolating. Providers can offer:

• Access to mental health resources or local therapists
• Quiet zones or wellness amenities in temporary housing
• Relocation advisors trained in emotional intelligence and cultural sensitivity.

3. Embed purpose and sustainability

Gen Z wants to feel good about where they live and how they got there:

• Offer eco-conscious housing options and carbon-offset travel
• Highlight local volunteering opportunities or social impact initiatives
• Share transparent sourcing and sustainability credentials
• Make sure sharing information is a two-way process. Gen Z value people who listen as much as they talk

4. Make it personal—down to the details

This generation values precision and relevance. That means:

• Mobile contacts with roaming built in to maintain connection and reduce hassle
• Temporary broadband solutions to avoid connection delays
• Hyper-local insights: best cafés for remote work, weekend escapes, or Gen Z-friendly gyms
• Extend the area orientation service, beyond the local area and include information on places to explore and experiences
• Enhanced travel solutions beyond the local community or the trip to work so they can travel further afield.

Gen Z-specific mobility strategies can also resolve talent shortages

UK employers are facing a critical talent shortage—especially in specialist and leadership roles. But attracting Gen Z talent isn’t about filling gaps; it’s about understanding what this generation values from the very first interaction.

Gen Z candidates are highly selective. They’re not swayed by traditional incentives alone—they want purpose, flexibility, and wellbeing baked into the entire employee experience. A relocation offer that feels generic or transactional won’t land. But one that reflects their values and needs? That’s a differentiator.

A thoughtful, personalised corporate relocation strategy can signal that your organisation sees the individual, not just the role. It can reinforce your employer brand, build trust early, and support retention long after the move.

In short: if you want to attract Gen Z talent, your corporate relocation strategy must reflect their world—not just yours. And if you adopt this strategy into a holistic talent strategy it can be a competitive differentiator in the war for talent.

The role of technology and AI in supporting Gen Z mobility

As digital natives, Gen Z expects digital fluency from their employers—and their relocation providers. But tech alone isn’t enough. It must enhance, not replace, the human experience.

How technology supports Gen Z:

• Self-service platforms: Gen Z values autonomy. Let them track progress, access resources, and customise their relocation journey.
• AI-driven personalisation: Use AI to recommend neighbourhoods, services, and experiences based on lifestyle preferences.
• Chat-based support: Gen Z prefers conversational interfaces over formal emails. Offer real-time, empathetic assistance via chat or app.

According to Morgan McKinley’s 2024 Tech Hiring Report, AI and data-driven tools are now essential for attracting and retaining talent—especially in competitive sectors. For relocation providers, this means integrating smart tools that feel intuitive, responsive, and human rather than adding another layer of complexity.

How BTR stands apart from other global mobility companies

At BTR, we believe corporate relocations should feel like a welcome—not a transaction. Our approach blends smart technology with human insight, ensuring every move is tailored to the individual, not just the itinerary.

Whether it’s a Gen Z analyst relocating for a six-month rotation or a senior executive seeking a seamless family transition, we design experiences that reflect who they are, what they value, and how they want to live.

Ready to discover how a tech-forward, human-centric approach can transform your relocation programme—and help you win the next generation of talent? Chat with us today to learn how BTR can make your global mobility strategy a true differentiator.