• 65% of graduates rank workplace culture and environment as a top priority, compared to just 29% of experienced professionals. Additionally, graduates seek mentorship and a supportive environment, while experienced professionals focus on client-facing work and technical challenges.
• Graduates view flexibility as integral to career development and personal growth.
  Whereas, experienced professionals value flexibility primarily as a means to balance productivity and well-being.
• Graduates place greater emphasis on diversity and inclusion practices compared to their more senior counterparts.
• Competitive pay remains a priority for experienced professionals but graduates place greater weight on alignment with the firm’s values and mission.
• Firms’ efforts to widen access by revising traditional entry requirements have drawn mixed reactions. While such changes support diversity, some clients perceive this shift as ‘dumbing down’.

Sholto Lindsay-Smith , Founder and Director at Industry, commented:

“Our findings reveal a delicate balancing act for accounting firms. While experienced professionals remain focused on technical expertise and reputation, younger professionals are reshaping the industry by prioritising workplace culture, flexibility and values. To succeed, firms must adapt to these shifting priorities while maintaining the high standards of client service and technical excellence that have built their reputation.”

Sholto concluded:

“The generational divide offers both significant opportunities and challenges for accounting firms. On one hand, younger professionals are driving demand for a more inclusive, flexible and values-driven work environment. On the other, firms must ensure these cultural shifts do not undermine the technical excellence and client service that have long been the cornerstone of the profession. Our findings suggest that firms must adjust their strategies not only to attract and retain top talent but also to address potential concerns from clients regarding changes in entry-level standards. Ultimately, the future success of firms will depend on their ability to balance these priorities - preserving high standards while fostering an environment that appeals to the next generation of professionals.”

A total of 302 respondents, including graduates, experienced professionals, and clients, participated in the survey.

For the full results, download a copy of Industry’s Accountancy Brand Survey 2024 visit our Knowledge Bank