U.S. consumer confidence declined again in September as Americans pessimism over inflation and the weakening job market continued to grow.
The Conference Board said Tuesday that its consumer confidence index fell by 3.6 points to 94.2 in September, down from Augusts 97.8. Thats a bigger drop than analysts were expecting and the lowest reading since April, when President Donald Trump rolled out his sweeping tariff policy.
A measure of Americans short-term expectations for their income, business conditions and the job market fell to 73.4, remaining well below 80, the marker that can signal a recession ahead. Consumers assessments of their current economic situation dipped by 7 points to 125.4.
Write-in responses to the survey showed that references to prices and inflation rose this month, regaining its top position as consumers main concern about the economy. Mentions of tariffs declined this month but remain elevated, the Conference Board said.
Government data released earlier this month showed that inflation rose in August as the price of gas, groceries, and airfares jumped.
Consumer prices increased 2.9% last month from a year earlier, the Labor Department said, up from 2.7% the previous month and the biggest jump since January. Excluding the volatile food and energy categories, core prices rose 3.1%, the same as in July.
While unemployment and layoffs remain historically low, there has been noticeable deterioration in the labor market this year and mounting evidence that people are having difficulty finding jobs.
Earlier this month, the government reported that U.S. nonfarm employers added a paltry 22,000 jobs in August, following Julys disappointing 79,000 job gains. Worse, revisions to the May and June figures shaved 258,000 jobs off previous estimates. The unemployment rate stands at 4.3%, the highest since October 2021.
Also Tuesday, the Labor Department reported that U.S. job openings in August remained at 7.2 million, about the same as the previous month.
In addition to the lingering effects of 11 interest rate hikes by the Federal Reserves inflation fighters in 2022 and 2023, economists say the recent hiring slump may also be a result of Trumps policies, including his sweeping and ever-changing tariffs on imports, a crackdown on illegal immigration and purges of the federal workforce.
Many companies are locked in a no hire, no fire position, fearful of expanding payrolls until the effects of Trumps tariffs are more clear.
More jobs data comes Friday when the government releases its September labor market data, with analysts forecasting 50,000 job gains. However, that report could be postponed if a budget impasse in Congress leads to a government shutdown Wednesday.
The share of consumers expecting a recession over the next year rose modestly in September to the highest level since May.
Survey respondents who said they intended to buy a new or used car in the near future fell, while the share of those saying they planned to purchase a home rose to a four-month high.
Those saying they planned to buy big-ticket items like appliances were little changed from August with big variations across categories.
Matt Ott, AP business writer
The stat that women receive less than 2% of VC funding is often citedbut that figure tells only part of the story. Angel investors, non-dilutive grants, and other funding methods are shifting the landscape for women and other underrepresented foundersespecially at a time when DEI initiatives are in peril. This panel explores how investors are closing the funding gap and what you should know to get the capital you need.
Matcha drinks continue to challenge coffees dominance as the caffeinated beverage of choice. In the U.S., retail sales of matcha are up 86% from three years ago, according to market research firm NIQ. The drinks increasing popularity, particularly among Gen Z consumers, has resulted in shortages and supply-chain issues.
But when a recent Instagram reel that went viral suggested consuming Matcha might be contributing to hair loss, panic ensued. Can I unsee this post? one wrote. WHY DOES THE INTERNET HAVE TO RUIN EVERYTHING, another protested.
Soon, others were sharing similar alleged experiences. When you realise that the matcha youve been drinking every morning is the reason your hair is falling out, one woman on TikTok wrote.
Can it be true? Has the bright green beverage weve been told helps alleviate stress, enhances our immune systems, and supports our health, been a secret saboteur all along?
Like most health-related posts online, the truth is more complicated than a viral TikTok would have you believe, and comes with a whole host of caveats.
The good news: No, your daily matcha habit is not going to directly cause hair loss. The viral claims aren’t backed by any clinical research, Dr. Divpreet Sacha at Her Holistic Health told Fast Company. In fact, studies show the oppositegreen tea and matcha may actually help with hair growth because of their antioxidants.
Matcha might, however, affect iron levels, which may contribute to extra shedding.
The confusion probably comes from the fact that green tea can reduce iron absorption if you drink it with meals, Dr. Sacha continued. But there’s no evidence this leads to hair loss. You’d need a serious, long-term iron deficiency for that to happen, which isn’t caused by normal matcha drinking.
Matcha contains tannins and other polyphenols, which can bind to iron in the digestive tract and reduce its absorption by the body. One woman even claimed her iron levels got so low from drinking matcha she ended up in hospital. RIP to my matcha obsession era, she wrote.
Sacha added, People drinking 1-2 cups of matcha a day have nothing to worry about. If someone already has low iron, they should just avoid drinking it right before or after iron-rich meals, basic nutrition advice, not a hair loss warning.
Matcha isnt the only popular drink with tannins. Theyre present in many common drinks, including red wine, coffee, and other types of tea. Hair loss also can be caused by a number of other culprits, including insufficient protein intake and other deficiencies.
Fear not, for those with a balanced diet and healthy iron levels: Your morning matcha is back on the menu.
A federal judge agreed Monday to temporarily suspend the Trump administration’s plan to eliminate hundreds of jobs at the agency that oversees Voice of America (VOA), the government-funded broadcaster founded to counter Nazi propaganda during World War II.
U.S. District Judge Royce Lamberth in Washington, D.C., ruled that the U.S. Agency for Global Media cannot implement a reduction in force eliminating 532 jobs for full-time government employees on Tuesday. Those employees represent the vast majority of its remaining staff.
Kari Lake, the agencys acting CEO, announced in late August that the job cuts would take effect Tuesday. But the judge’s ruling preserves the status quo at the agency until he rules on a plaintiffs’ underlying motion to block the reduction in force.
Lamberth previously ruled that President Donald Trumps Republican administration must restore VOA programming to levels commensurate with its statutory mandate to serve as a consistently reliable and authoritative source of news. He also blocked Lake from removing Michael Abramowitz as VOAs director.
Judge cites concerning disrespect toward the court from the administration
Lamberth accused the administration of showing concerning disrespect toward the court in response to his earlier orders to produce information about its plans for Voice of America. He noted that the agency initiated the job cuts only hours after a hearing last month in which government lawyers said a reduction in force, or RIF, was merely a possibility.
The defendants obfuscation of this Courts request for information regarding whether their RIF plans comported with the preliminary injunction has wasted precious judicial time and resources and readily support contempt proceedings, Lamberth wrote.
But he said he wouldnt initiate contempt proceedings on his own because the plaintiffs havent sought it yet.
However, (the courts) deference to the plaintiffs with respect to further proceedings should not be mistaken for lenience toward the defendants egregious erstwhile conduct, he added.
Employees who sued to block the dismantling of Voice of America claimed the planned cuts would hamper the judges ability to enforce the injunction he issued in April. This Court should therefore preserve the status quo while the parties litigate compliance, their attorneys wrote.
Government lawyers accused the plaintiffs of impermissibly trying to micromanage the agencys operations. Enjoining the reductions in force would be a wholly overbroad and improper remedy, they wrote.
Lamberth, a senior judge, was nominated to the bench by Republican President Ronald Reagan in 1987.
Can the media agency continue to fulfill its statutory mission?
The U.S. Agency for Global Media also houses Radio Free Europe/Radio Liberty, Radio Free Asia, Middle East Broadcasting Networks and Radio Marti, which beams Spanish-language news into Cuba. The networks, which together reach an estimated 427 million people, date to the Cold War and are part of a network of government-funded organizations trying to extend U.S. influence and combat authoritarianism.
Congress appropriated $875 million to the agency for fiscal year 2025 and required that $260 million of the funds must be spent by VOA.
In March, Trump signed an executive order calling for the agency to reduce its statutory functions and associated personnel to the minimum presence and function required by law. A day later, VOA stopped broadcasting for the first time in 83 years. The agency placed almost all of its full-time employees on administrative leave.
In announcing the job cuts on social media last month, Lake said the agency will continue to fulfill its statutory mission … and will likely improve its ability to function.
I look forward to taking additional steps in the coming months to improve the functioning of a very broken agency and make sure Americas voice is heard abroad where it matters most, she wrote.
Plaintiffs attorney Georgina Yeomans argued Monday that the cuts would cement the agencys programming at deficient levels that dont comply with the judges orders. Yeomans said its unclear who at the agency is making key decisions, such as which jobs to eliminate.
We simply do not know, she said.
Michael Kunzelman, Associated Press
Shopping for a used car? Hertz is making it easier than ever to buy a car from its fleet: You can now browse, finance, and purchase vehicles entirely online, the company announced Tuesday.
The car rental giant has revamped its website, HertzCarSales.com, allowing customers to now browse thousands of vehicles, get a trade-in offer, get pre-qualified, and secure financing so they complete the purchase entirely online. These changes mean that car buyers no longer need to visit one of Hertzs 45 retail locations to complete the purchase.
Our new e-commerce platform marks a major step forward in modernizing how we serve our customers with a seamless journey from browsing to ownership, Gil West, CEO of Hertz, said in the statement. By enhancing our digital capabilities, were meeting customers where they are and giving them greater visibility into our inventory, easier purchasing processes, and broader access to quality Hertz vehicles.
TURNAROUND PLAN
This move also marks a critical milestone in making retail the companys primary car selling channel, West said. The company has been trying to right its business after filing for bankruptcy in May 2020 amid the height of the Covid-19 pandemic. Last year, it announced a Back-to-Basics Roadmap for a turnaround plan focused in part on fleet management.
The company has more than 560,000 vehicles in its fleet, of which it sells approximately halfor about 280,000 vehicleseach year, according to reporting by CNBC. By comparison, Carvana sold more than 416,000 vehicles in 2024, according to its 2024 financial results.
By shifting from what was an online catalog to a full-service e-commerce platform, Hertz is likely hoping to speed up how quickly it turns over its fleet of used vehicles and also maximize resale price, Deutsche Bank analyst Chris Woronka told CNBC.
AN ASSIST FROM TOM BRADY
And Estero, Florida-based Hertz is hoping for an assist from Tom Brady, the NFL hall of fame quarterback who has previously served as a company spokesman. Beginning on Wednesday, Hertz will roll out a new ad campaign for HertzCarSales.com in which Brady touts the ease of buying online and pokes fun at the inflatable air figurines seen at many used car lots.
Its not a terribly difficult pitch to make at this point: Carvana has changed how many Americans shop for used vehicles in the 12 years since its founding. The Phoenix-based company announced record results for its second quarter, with a 41% surge in vehicle sales during the three months ended June 30.
Shares of both Hertz and Carvana fell in mid-day trading Tuesday, but their stock prices are both up more than 81% year-to-date.
When it comes to artificial intelligence, a handful of publicly traded companies tend to dominate the discussion. Alphabet, Amazon, Apple, Meta Platforms, Microsoft, Nvidia, and Tesla get the lion’s share of the attention and deservedly so. But dig a little deeper and youll find a host of other companies laying the groundwork for the next layer of AI disruption.
Futurum Equities, a new division of the tech research company Futurum Group, has compiled a list of disruptors, who despite not being among Wall Streets vaunted Magnificent 7, are making waves in the AI world. Rankings were derived using a proprietary algorithm that examines both the company’s current state and its expected future trajectory.
All of Futurum’s picks — an evolving list, the company notes — are publicly traded. (Qualcomm, Dell and Cisco appeared on prior, unreleased versions.)
Here’s a look at the companies Futurum says are worth watching.
1) Broadcom
Futurum gave the semiconductor developer and manufacturer, which it dubs “the glue holding the AI infrastructure together,” top marks, citing a recent $10 billion deal, widely believed to be with OpenAI to provide custom AI chips or XPUs. “Broadcom isnt just supplying parts but is becoming the toll collector across silicon, networking, and software,,” researchers wrote.
2) Taiwan Semiconductor
TSMC might be Nvidia’s foundry partner, but it could be in a better position than the Mag 7 giant to capitalize on the AI boom: Sales were up 34% year over year in August and the percentage of revenue from AI continues to grow. “If Nvidia is the brain of AI, TSMC is the beating heart, pumping advanced silicon into every corner of the digital economy, making it indispensable long term,” wrote Futurum.
3) Palantir
The AI-driven data mining company has seen revenues top $1 billion this quarter, making it indispensable to governments around the world. While other companies make promises, Futurum wrote, Palantir is “building the control layer for how AI actually runs in the real world.”
4) ASML
Declared “the kingmaker behind the new digital economy,” ASML is the single point of control for advanced compute, the hardware and infrastructure required to train AI models, researchers wrote. Nvidia and Intel’s recently announced deal to co-develop CPU chips will only deepen the industry’s reliance on ASML, they added.
5) Oracle
The epicenter of cloud storage for AI companies, Oracle has established itself as a foundation of the AI business, boasting a long list of top-tier clients. “Oracle has the contracts, infrastructure, and data moat to be one of the defining winners of the AI economy,” the report reads.
6) Astera Labs
As something of a tollbooth between accelerators, memory, and storage, Astera Labs has seen its revenues climb as it relieves bottlenecks in the AI world. “Compute may be the engine, but connectivity is the oil and Astera is selling the refineries, pipelines, and control valves, shaping the AI cycle rather than just riding it,” wrote Futurum.
7) AMD
While Nvidia remains the undisputed king of AI chips, there’s plenty of room for challengers to the throne. AMD still provides a key part of the AI infrastructure and its partnership with TSMC gives it a boost, too.
8) Cloudflare
Calling Cloudflare “the gatekeeper of the modern internet,” Futurum notes that the company carries nearly 20% of global online traffic. And its growing, cutting latency and making AI agents more responsive.
9) Crowdstrike
If Cloudflare is the gatekeeper, Crowdstrike is the shield for enterprise users. Once focused on endpoint protection, Crowdstrike is evolving, Futurum says, adding an autonomous security layer for AI infrastructure — a layer that will become increasingly necessary, researchers said
10) Palo Alto Networks
Palo Alto has moved beyond firewalls to build platform-led AI security that can scale with enterprise customers. Futurum’s score difference between Palo Alto and Crowdstrike was one-tenth of a point, a virtual tie. And researchers wrote the company was “building one of the most efficient scaled enterprise software models in the market.”
Crypto mining companies are actively negotiating contracts with Brazilian electricity providers, such as Renova Energia, that would benefit from the South American country’s surplus renewable power without burdening the grid during peak times.
Following crypto heavyweight Tether, which announced in July an investment in the South American country, there are at least six negotiations for small and medium-sized enterprises, as well as one for a larger project of up to 400 megawatts (MW), people from six different companies told Reuters.
Mining machines that solve complex mathematical problems to back crypto transactions have overloaded grids in multiple countries. However, in Brazil, where crypto mining hardly exists today, they could help address a chronic clean electricity oversupply problem, which has cost energy companies almost $1 billion in the last two years, according to wind and solar industry groups ABEEolica and Absolar.
Tether, the world’s largest digital assets company, said it is leveraging its recent acquisition of Adecoagro to tap its renewable energy, such as the electricity coming from sugarcane mills, to power a bitcoin mining operation in Brazil.
Renewable energy supplier Renova told Reuters it is making one of the first major investments in the crypto sector, a $200 million mining project for an undisclosed client in the state of Bahia in the northeast of Brazil. The 100-MW venture consists of six data centers that will draw power from a wind farm.
“We aim to expand the company and enter new markets,” Renova CEO Sergio Brasil said. “We realized that by providing all the infrastructure (for crypto mining), we were one step ahead of our competitors.”
Crypto miners can rapidly scale operations up or down based on energy availability, providing a flexible consumer base for excess energy without straining the grid during peak demand periods.
Brazils energy oversupply stems from years of government incentives that spurred a boom in wind and solar investments. But the pace of development has outstripped the expansion of transmission infrastructure, and some plants now waste as much as 70% of the power they generate.
There’s tons of potential, John Blount, one of the founders of Enegix, a crypto miner based in Kazakhstan, told Reuters. We will try somehow to elaborate mobile data centers, he added, that would be plugged directly into power plants.
Enegix is looking into deals in Brazil’s northeast, the region suffering from the biggest energy surplus, including tapping into solar and wind power in the state of Piaui.
Penguin, which is based in Paraguay, one of the world’s biggest crypto hubs, said it is negotiating projects too, but declined to share any details.
And China’s Bitmain, one of the largest manufacturers of mining equipment, is also exploring opportunities, according to an executive who asked not to be named.
Miners seen as ‘diamonds’
Energy providers have also expressed an interest in crypto projects. Casa dos Ventos, which partners with France’s TotalEnergies on wind power, and U.S.-based investment firm Global Infrastructure Partners’ (GIP) Atlas Renewable Energy confirmed their intentions to Reuters.
French utility Engie’s subsidiary in Brazil and Auren Energia, the joint venture between Votorantim Energia and CPP Investments, Canada Pension Plan’s global investment arm, are also looking into projects to monetize their unused energy, three sources told Reuters. The companies declined to comment.
Providers look at consumers like this as if they were diamonds, said Raphael Gomes, a lawyer who has been working on several crypto projects.
Companies are assessing different models, including buying equipment to mine on their own. In Bahia, electricity provider Eletrobras, the biggest in the country, is installing ASIC mining machines, along with a microgrid fed by a wind turbine, solar panels and batteries, for a pilot project.
“We want to understand how this industry works,” said Juliano Dantas, Eletrobras’ vice president for innovation.
The work could help energy providers prepare to enter the data center industry, which the Brazilian government is trying to attract as a strategy to grow the clean energy economy.
There are concerns about the industry’s water use, as some of the regions with the biggest amount of unused energy also suffer from droughts. Brazil also has infrastructure problems and lacks regulations for cryptocurrency mining.
“We went after 400 MW it was like a Sisyphean journey, a bit difficult,” said Bruno Vaccotti, an executive at Penguin. “We’re still exploring Brazil, but it’s not that easy.”
Leticia Fucuchima, Reuters
Additional reporting by Elizabeth Howcroft and Samuel Chen.
China’s factory activity shrank for a sixth straight month in September, the longest slump since 2019, an official report said Tuesday.The official manufacturing purchasing managers index, or PMI, improved to 49.8 from 49.4 in August. But it remained below the 50-cutoff level between contraction and expansion on a scale of 0 to 100.A private sector PMI survey by the credit research and rating startup RatingDog was more upbeat, with September’s overall PMI rising to 51.2 from 50.5 in August.The mixed manufacturing measures reflect persisting sluggish domestic demand and uncertainties over trade tensions with the United States.More detailed data measuring new orders and production saw month-on-month improvements.“The September PMI reads from China offered a picture that looked less like a coherent growth engine and more like a car with one cylinder firing while another misfires,” Stephen Innes of SPI Asset Management said in a commentaryCompanies are under pressure from price cutting amid rough competition, he said.“Factories are moving more goods, but they’re being forced to do it at thinner margins, like street vendors selling more bowls of noodles at half price just to keep the crowd coming,” Innes said.The latest data show China’s economy is gaining momentum, with output accelerating slightly, said National Bureau of Statistics chief statistician Huo Lihui.China’s official manufacturing PMIs first slipped back into contraction in April as trade friction with U.S. President Donald Trump’s administration heated up after he took office.The two sides are still slowly working their way toward a broad trade agreement after exchanging threats of sky-high tariffs on each others’ exports.A pause in steep U.S. tariff hikes on China has been extended until November, while a Sept. 19 phone call between Trump and Chinese leader Xi Jinping offered glimmers of hope for improving relations.A truce hinges largely on a widely anticipated U.S. proposal for transferring ownership of TikTok to a U.S. company from its Chinese owner ByteDance. That would also require Beijing’s approval.A face-to-face meeting between Trump and Xi is set for the end of October in South Korea on the sidelines of an annual summit of the Asia-Pacific Economic Cooperation forum.China’s economy has remained in the doldrums, bogged down by a prolonged slump in the property sector, elevated unemployment and weak household spending.Some economists are hoping that a rate cut by China’s central bank by the end of the year could help encourage more spending and investment. This month, the People’s Bank of China left its key lending rates unchanged following the U.S. Federal Reserve’s rate cut for the first time this year.
Chan Ho-Him, AP Business Writer
Adventure travel used to mean strapping on a backpack and vigorously sweating your way up a steep mountain with a can of bear spray swinging from your belta niche pursuit for the hardcore.
But the page has turned: The once extreme is now mainstream.
Marriott Bonvoy, the rewards program from hotel giant Marriott International, is riding this momentum with the launch of Marriott Bonvoy Outdoors, a hub showcasing more than 450 outdoor-focused hotels and 50,000 homes and villas, along with curated tours and activities.
The launch, announced Tuesday, includes a real-world treasure hunt across 20 outdoor destinations in North America led by Dylan Efron, actor Zac Efrons brother and self-proclaimed outdoorsman.
‘Adventure-first’ travel is on the rise
Its no surprise Marriott is doubling down now. The adventure-first traveler base has climbed from 30% to 40%, and two-thirds of international travelers now fall under the Open to Adventure banner, as reported by the Adventure Travel Trade Association (ATTA). The market has soared to become a $1.16 trillion global movement.
And its not just about cliff faces and kayaks anymore. Seventy percent of travelers say they now prioritize cultural exchange and physical activity in their trips, ATTA says.
The pandemic swiftly propelled this shift. While business plummeted, Airbnb dropped 40% and Expedia 58%, nature-based travel was in full bloom, the Boston Globe reported at the time.
[Photo: Marriott]
Pitchup.com, which books lodges, cabins, and campsites, reported advance reservations for 2021 were six times higher than the year before, the Globe reported. Getaway, which rents tiny cabins in the woods, saw bookings spike 148%. Travelers voted with their wallets for fewer crowds and more campfires.
And as we all know, demand sparks supply. Destinations that once offered a handful of local activities now tempt travelers with dozens, if not hundreds, of ways to hike, paddle, surf, or stargaze.
And Marriott is hardly alone. Its fellow hotel giants are racing into the woods as well.
Last July, Hyatt Hotels teamed up with glamping brand Under Canvas, pulling its safari-style tents into the loyalty fold. And earlier last year, Hilton Hotels linked with AutoCamp, making Airstream suites and luxury tents bookable through its platform.
All of this comes as the broader travel business is facing potential headwinds from a rapidly shifting political climate.
The U.S. economy is projected to lose $12.5 billion in international traveler spending this year, according to the London-based World Travel & Tourism Council. In April, Oxford Economics had warned that intensifying “America first” policies from the Trump administration were breeding a negative sentiment toward the U.S. among potential international travelers.
Julia Simpson, president and CEO of the council, spoke bluntly in a statement. This is a wake-up call for the U.S. government,” she said. “The worlds biggest travel economy is heading in the wrong direction, not because of a lack of demand, but because of a failure to act. While other nations are rolling out the welcome mat, the U.S. government is putting up the closed sign.
Todays workforce often spans foursometimes fivegenerations. Gen Z, millennials, and baby boomers bring distinct experiences and expectations that enrich organizations yet complicate workplace design. The core challenge is building physical and cultural environments that serve these differentand sometimes conflictingneeds.
The stakes are high. Gallups 2024 State of the Global Workplace shows global engagement falling to 21%, the second decline in 12 years. Engagement drops fastest when generational needs go unmet. Nearly 60% of employers say their workforce spans four or five generations, and in a recent AARP study, 83% said creating a more multigenerational workforce would drive their success and growth.” Addressing this divide demands more than new policies. It requires intentional design, empathetic leadership, and norms that respect every age group.
Flexibility is a universal demandbut for different reasons
If one expectation transcends generational lines today, it’s the desire for flexibility. But the why behind that desire differs.
Boomers and Gen X often see flexibility as a tool for managing work-life balance or caregiving responsibilities. Millennials view it as a non-negotiable element of trust and autonomy, while Gen Z perceives it as a reflection of an employer’s adaptability and tech-savviness.
Offering hybrid or remote options alone isn’t enough for workplace designers and change managers. Organizations must clearly define flexibility across roles and levels and be prepared to support it through policies, digital infrastructure, and space planning.
PDR collaborated with one client to develop a “living lab” that tested various workplace design solutions to enhance collaboration, flexibility, and employee wellness. This pilot provided valuable data and feedback that informed the design of that firms future workplaces.
Design implication: Create dynamic office environments with zones that accommodate focused work, collaboration, and social interaction, allowing people to work where they’re most productive.
Technology adoption isn’t about ageit’s about mindset
Gen Z quickly embraces chat-based apps but abandons clunky software, while Gen X and boomers master enterprise systems, once trained. Blanket assumptions of digital fluency miss these key facts: 75% of knowledge workers already use generative AI at work, 46% adopted it in the past six months, and even boomers (73%) bring their own AI toolsalmost as many as Gen Z (85%). Relying on outdated platforms frustrates younger staff who expect real-time collaboration, yet rolling out new tools without support sidelines those who learn differently. True adoption comes from aligning technology with workflows and giving every generation trainingand a voicein the process.
Leadership implication: Invest in tech that meets a real need, then train, support, and listen to feedback from all generational perspectives to drive adoption and equity.
Career growth means different things
The way each generation defines career success has changed over time. For baby boomers, upward mobility and long-term job security were often measured as success. Gen X shifted the focus toward autonomy and work-life balance, shaped by layoffs, economic uncertainty, and institutional skepticism. Millennials redefined success around purpose, growth, and social impactvalues that Gen Z amplifies, viewing each career move as part of a broader personal brand strategy.
Traditional annual reviews and fixed career ladders no longer fit a multigenerational workforce. Provide clear growth paths, mentorship, and real-time feedback that align with diverse definitions of success. According to PWC, more than half of workers feel theres too much change at work happening at once, and 44% dont understand why things need to change at all.
HR implications: Offer multiple development tracksnot everyone aspires to management. Emphasize mentorship, skills development, and lateral mobility.
Values matterand not just for Gen Z
Much has been said about Gen Z’s insistence on social responsibility, sustainability, and inclusion. However, research increasingly shows that employees of all ages are asking their employers to take principled stands. What differs is how those values are communicated and operationalized.
Boomers may appreciate top-down statements of ethics. Millennials and Gen Z want visible, measurable action through diverse leadership, mental health support, or environmental policies. The credibility gap between rhetoric and reality is especially noticeable to younger staff, who grew up in an era of brand transparency and accountability.
Cultural implication: Values must be lived, not just listed. Leaders must model behaviors and allow employee-led initiatives.
Toward a multigenerational mindset
Gen X was raised to push through so many still see mental health support as optional, even though 76% of C-suite leaders say the pandemic harmed their well-being. Companies need to reframe self-care as a productivity strategy: When Gen Z employees request a mental health day, it signals resilience, not fragility. That matters because nearly half of Gen Z reports feeling stressed most of the time, and only 57% of workers worldwide rate their holistic health as good.
Workplace expectations also diverge by age. Younger employees value remote work yet still want mentorship, networking, and a sense of belonging. Many boomers and Gen Xers appreciate the structure of an office but reject a strict 9-to-5 schedule. Reflecting this tension, CBREs 2023 survey shows 65% of occupiers require some office attendance, while 30% leave it entirely up to employees.
The question is no longer Should we return to the office? but What purpose should the office serve now?
Space must earn its keep by fostering collaboration, connection, and creativity. When a Houston-based Fortune 500 energy company faced a renovation-versus-relocation decision, it engaged PDR to crate a modular, home-like headquarters. The adaptable design cut costs and heightened both teamwork and employee satisfaction.
Design strategy implications: Involve employees across generations in co-creating the space. The more they see their needs reflected in the outcome, the more likely they will embrace it.
PDR sees the future of work shaped by design, not policy. Through design, strategy, and change management, we help organizations transcend compliance to create spaces that spark conversation, preserve knowledge, and elevate diverse voices. Resilient workplaces mirror their peoples adaptability.
Lauri Goodman Lampson is principal emeritus at PDR.
