About 92% of Indian professionals find workplace recognition the strongest motivating factor, according to a study conducted by workplace culture consulting firm Avtar Group revealed on Monday.
Released in collaboration with EY Global Delivery Services (EY GDS), the pan-India study was conducted between April and July 2025 among 10,255 respondents across industries and demographics at various stages of their careers.
Among the respondents, 61% were men, 38% were women, and 1% preferred not to specify, said a press statement. The research captured the voices of Gen X (14%), millennials (the largest respondent group at 69%), and Gen Z (16%). Respondents older than these demographics comprised 1% of the pool.
According to the study, Tier II and III cities have the widest gender gap in valuing recognition, with 78% of women professionals prioritising it against only 58% of male professionals.
The Why We Work study revealed that today’s Indian professionals are building careers defined as much by uncertainty as by ambition. Factors, like AI disruption, hybrid work models, economic volatility, and global upheavals, have heightened a sense of risk, from fears of automation to concerns about job stability.
It also highlights that Indian professionals demonstrate remarkable resilience. They continue to seek recognition, belonging, and growth, investing in new skills and stepping outside their comfort zones.
Key findings from the study include:
A high 91% of respondents are eager to take on challenging assignments at work.
Only 28% of Gen X say continual upskilling isn’t important, versus 40% of millennials and 47% of Gen Z.
More than half (65%) want stable and predictable careers, compared with 60% of millennials and 53% of Gen X.
Women professionals, especially those in leadership roles, are more willing to step outside their comfort zones (71% vs 59% of men). Nearly 52% women felt threatened by automation and global disruption compared to 42% of men.
Sandeep Kohli, Deputy Global Vice Chair – Talent, at EY Global GDS, said, “The study captures a powerful shift in India’s world of work. Professionals today are driven as much by recognition, security and belonging as by financial growth. The organisations that will thrive are those that nurture this balance, where people feel seen, valued, and trusted to grow. That’s the true currency of engagement in the new workplace.”
“The study is an invaluable insight into what’s driving India’s workforce today. As organisations go through massive change, these findings will push leaders to rethink what the ideal employee experience should look like,” said Jaya Virwani, Chief Wellbeing Officer and Inclusiveness Leader at EY GDS.
Saundarya Rajesh, Founder–President, Avtar Group, said: “With AI reshaping industries and creating some uncertainty around, resilience is vital. To attract and retain talent, it is essential for leaders to build workplaces where people feel safe, recognised, and energised by what they do.”