<h1>Why Gen X (Not Gen Z) Care More About Purpose and Thrive in Entrepreneurial Driven Careers in Malaysia</h1><h2>Introduction</h2>Malaysia’s multi-generational workforce is full of surprises. Conventional wisdom often pegs Gen Z as the entrepreneurial, purpose-driven upstarts and Gen X as the traditionalists hanging on to corporate careers. Yet new data from the<a href="https://hub.hiredly.com/workculture?utm_medium=article&amp;utm_source=career_advice&amp;utm_campaign=why_gen_x_(not_gen_z)_care_more_about_purpose_and_thrive_in_entrepreneurial_driven_careers_in_malaysia">&nbsp;Hiredly 2025 Work Culture Report</a> reveals two insights that flip these assumptions on their head.First, Gen X is significantly more likely than Gen Z to be drawn to entrepreneurial work environments, the kind of unstructured, fast-paced roles you find at startups. &nbsp;Second, Gen X surprisingly values purpose at work more than Millennials and Gen Z even though younger generations are often seen as the most mission-driven.These findings carry big implications for Malaysian employers, especially startups and lean organisations that rely on younger talent. Let’s unpack why these generational preferences exist and how they play out in Malaysia’s unique economic and cultural landscape.&nbsp;<h2>Gen X Loves Entrepreneurial Environments, While Gen Z Seeks Stability</h2><figure class="image"><img src="https://assets.hiredly.com/cms/image_de62bd6e50.webp"></figure>If you’re hiring for a startup or high-growth SME, you might assume fresh graduates and Gen Z recruits would jump at the chance to join an exciting,&nbsp;entrepreneurial job. In reality, the opposite may be true.&nbsp;Gen X employees are more drawn to<a href="https://www.guidantfinancial.com/small-business-trends/" target="_blank" rel="noopener noreferrer"> startup-style chaos and creativity </a>than Gen Z.A survey by Guidant Financial shows that Gen X makes up 49% of small business owners nearly half, while Millennials only account for 21%. The average age of a successful startup founder is around 42–45. Clearly, the appetite for entrepreneurial risk and adaptability is highest among Gen X.Meanwhile, Malaysian Gen Zs are leaning toward security. A survey by University of Nottingham Malaysia found that 51.7% of young jobseekers prefer working for MNCs, while just 8% said they would work at a startup. Even fewer (6.8%) aspired to start their own business.The reasons? Simple:<ul><li>MNCs offer stability, benefits, and structured career paths.</li></ul>&nbsp;<ul><li>Gen Z entered the workforce during or after the pandemic, making them more cautious.</li></ul><h3> Financial concerns dominate their worldview.</h3>A <a href="https://www.malaymail.com/news/malaysia/2023/05/29/survey-half-of-malaysian-millennials-and-gen-zs-see-cost-of-living-as-top-issue-majority-live-paycheck-to-paycheck/71517#:~:text=KUALA%20LUMPUR%2C%20May%2029%20%E2%80%94%20Half,Z%20and%20Millennial%20Survey%20found." target="_blank" rel="noopener noreferrer">Deloitte survey</a> via Malay Mail reported that nearly half of Malaysian Gen Zs cite the cost of living as their biggest concern, and 65% live paycheck to paycheck. A volatile, ambiguous role at a fast-paced startup without job security or clear growth doesn’t always appeal.&nbsp;<h3>The Startup Talent Dilemma</h3>So how do startups compete?Through&nbsp;employer branding in Malaysia that focuses on:<ul><li>Fast learning and real responsibility &nbsp;</li><li>A collaborative culture without rigid hierarchies &nbsp;</li><li>Autonomy, creativity, and visible impact &nbsp;</li></ul>Also consider offering signals of security like structured development plans or competitive benefits to ease concerns.Don’t ignore&nbsp;Gen X talent, either. They might be craving late-career reinvention. Pitch entrepreneurial roles to Gen X with messaging that highlights flexibility, autonomy, and mission-driven work values they increasingly prioritise.&nbsp;<h2>Purpose at Work: Gen X Craves It Even More Than Gen Z</h2><figure class="image"><img src="https://assets.hiredly.com/cms/Screenshot_2025_05_21_at_4_17_50_PM_230f173b6d.png"></figure>We often hear that Gen Z is the 'purpose generation.' But the Hiredly 2025 Work Culture Report tells a different story. Gen X places higher value on purpose at work than both Gen Z and Millennials (see page 11 of the report for the graph).And this tracks globally. According to LinkedIn Workforce Insights, Baby Boomers were 75% more likely than Gen Z to choose a job based on value alignment. That same sentiment applies to Gen X a generation now reassessing what work means to them after decades of grinding.A purpose-driven culture is no longer a bonus for Gen X.&nbsp;It’s a requirement.In fact, Hiredly’s report found that:<ul><li>83% of Gen X would choose a positive work environment over a higher salary. &nbsp;</li><li>Gen X ranks the highest across all generations in valuing a company’s purpose. &nbsp;</li></ul><h3>Why Would Older Workers Care More About Purpose?</h3><ol><li>Financial Stability: Gen X is at a stage where they can afford to make career choices based on fulfillment, not just financial survival. &nbsp;</li><li>Mid-Career Values Shift: They’ve done the long hours, chased the titles now they want impact, legacy, and meaningful work. &nbsp;</li><li>Gen Z Skepticism: While Gen Z talks about purpose, they’re also highly suspicious of inauthentic messaging. A study by <a href="https://www.atlantis-press.com/article/126010350.pdf" target="_blank" rel="noopener noreferrer">Atlantis Press</a> explains that Gen Z is quick to call out greenwashing and corporate performativity, which may lead them to deprioritise “purpose” in job decisions unless it’s clearly demonstrated. &nbsp;</li><li>Different Definitions of Purpose: Gen Z often sees purpose in grand societal impact. Gen X sees it in everyday meaning mentoring others, contributing to something bigger than themselves, or feeling respected for their experience.</li></ol>&nbsp;<h2>What Employers Can Do to Attract Both</h2><figure class="image"><img src="https://assets.hiredly.com/cms/Generations_in_the_Workplace_d0471d1430.webp"></figure>Whether you’re a startup or established brand, here’s how to adapt:<h3>For Gen Z:</h3><ul><li>Show growth and learning opportunities clearly. &nbsp;</li><li>Provide tangible benefits and salary transparency. &nbsp;</li><li><a href="https://www.leaderonomics.com/articles/business/employer-branding-101-first-fix-your-company-culture" target="_blank" rel="noopener noreferrer">Prove your purpose</a> through action, not slogans. &nbsp;</li></ul><h3>For Gen X:</h3><ul><li>Emphasise flexibility, autonomy, and respect. &nbsp;</li><li>Show how they can bring meaningful impact with their experience. &nbsp;</li><li>Highlight stability and a strong, inclusive work culture. &nbsp;</li></ul><h2>Change the Way You See the 3 Generations at Work</h2><figure class="image image_resized" style="width:98.33%;"><img src="https://assets.hiredly.com/cms/hand_arranges_alphabet_wood_cubes_260nw_2609332791_copy_ab2b075727.jpg"></figure>What you’ve read is just a glimpse into the shifting values of Malaysian talent. From Gen Z’s hunger for growth to Gen X’s focus on flexibility and purpose, understanding these differences is the key to hiring&nbsp; and keeping&nbsp; the right people in 2025.The full&nbsp;<a href="https://hub.hiredly.com/workculture?utm_medium=article&amp;utm_source=career_advice&amp;utm_campaign=why_gen_x_(not_gen_z)_care_more_about_purpose_and_thrive_in_entrepreneurial_driven_careers_in_malaysia" target="_blank" rel="noopener noreferrer">Hiredly 2025 Work Culture Report</a> uncovers even more surprising insights:<ul><li>What workplace red flags each generation refuses to tolerate &nbsp;</li><li>How work-life boundaries are being redefined &nbsp;</li><li>Why fewer young professionals are willing to hustle for promotions &nbsp;</li></ul>📥&nbsp;Download the 50-page report for free at<a href="https://hub.hiredly.com/workculture?utm_medium=article&amp;utm_source=career_advice&amp;utm_campaign=why_gen_x_(not_gen_z)_care_more_about_purpose_and_thrive_in_entrepreneurial_driven_careers_in_malaysia" target="_blank" rel="noopener noreferrer">&nbsp;hiredly.com/workculture</a> to get deep insights and actionable advice for how to stay competitive as the expectations of all 3 generations, Gen Z, Millennials, and Gen X continue to evolve at increasingly rapid rates.<hr><h2>About Hiredly</h2> Hiredly is a leading recruitment platform in Malaysia, specialising in professional and executive talent. Our modern, rich-media platform levels the playing field for all employers, big or small, by helping them build their employer brand and attract top-tier talent. At the same time, our AI-powered Job Discovery features, combined with deeper insights into company culture and values, help candidates find the right fit. The platform also includes an integrated recruitment agency, Hiredly X, creating a true hybrid model. Unlike traditional agencies, Hiredly X has native, exclusive access to a live, self-updating talent database. This gives them a clear edge, as most agencies depend on limited, third-party access to external job platforms. For employers, this seamless integration means access to unique candidates and a faster, more efficient hiring process. For more information or to start hiring smarter, visit&nbsp;<a href="https://my.hiredly.com/employer?utm_medium=article&amp;utm_source=career_advice&amp;utm_campaign=why_gen_x_(not_gen_z)_care_more_about_purpose_and_thrive_in_entrepreneurial_driven_careers_in_malaysia">hiredly.com/employer</a>&nbsp;

Gen X in Malaysia is redefining purpose at work, with a greater focus on flexibility and meaningful impact compared to Gen Z. Learn how this shift affects employer branding and hiring strategies in Malaysia.