NEW YORK, NY — A new research brief from the Institute for Public Relations (IPR) and Integral finds that while younger employees (ages 18-24) are most aligned with their organization’s values (70%), they are also the most likely to share negative experiences about their employer online (33%), compared to other generations.
The report, “From Gen Z to Boomers: How Age Influences Employee Engagement, Advocacy, and AI Mindset,” analyzes studies conducted by The Harris Poll between 2022 and 2025 of more than 8,000 U.S. employees as part of the annual Integral Index. This research explores how employee age shapes workplace factors (such as values alignment, employee voice, organizational advocacy, and perceptions of AI) and identifies meaningful age-based differences that influence organizational reputation and culture.
“Employees are one of the most trusted sources of information about an organization and the greatest advocates,” said Olivia Fajardo, Director of Research at IPR. “To treat them as a singular audience is not only inaccurate but may also pose reputational risks.”
Below are some of the key findings:
- Older employees were most optimistic about their colleagues’ advocacy: Among those ages 65+, 77% believed their colleagues would “go the extra mile” for clients and coworkers, and two-thirds (66%) said their colleagues would defend the organization during a crisis.
- Younger employees reported greater access to AI professional development: The majority of those ages 25–34 (57%) and 18–24 (54%) said they have access to training on common AI tools, compared to just 31% of employees ages 65+.
- Older employees were less concerned about AI-driven job displacement: Only 15% of employees ages 65+ and 22% of those 55-64 expressed concern about job displacement due to AI, compared to 35% of employees ages 18–24 and 31% of those 25–34.
- Perceptions of career growth opportunities varied by age: Younger employees, including 65% of those ages 18-24 and 63% of those 25-34, said their organization clearly communicates career paths, compared to 50% of those ages 55-64. On the other hand, employees 65+ reported the highest level of agreement (83%) that they have the tools and resources needed to do their jobs.
“We donated our Integral Index data to IPR because we’re obsessed with one goal: changing the future of work, for good,” said Ethan McCarty, CEO of Integral. “This report shows that ‘success’ at work is a moving target. For instance, while 70% of our youngest workers feel deeply aligned with their company’s values, they’re also the most likely to be vocal—and public—about their criticisms. By getting these insights into the hands of the industry, we help leaders move past simple productivity metrics to focus on what actually keeps employees activated: strategic clarity and genuine investment in their futures.”
Download the full report here.
About the Institute for Public Relations:
The Institute for Public Relations is an independent, nonprofit research foundation dedicated to fostering greater use of research and research-based knowledge in corporate communication and the public relations practice. IPR is dedicated to the science beneath the art of public relations.® IPR provides timely insights and applied intelligence that professionals can put to immediate use. All research, including a weekly research letter, is available for free at instituteforpr.org.
About Integral
Integral is an award-winning employee experience agency combining the attention and creativity of a boutique with the breadth and expertise of experienced leaders. Integral partners with and champions their clients to bring the best ideas to life across a wide range of industries. Integral’s capabilities in developing employee experience as a strategic business driver focuses on the three areas that impact businesses the most — transformation, communication and intelligence.