End of the brain drain? Gen Z opts for careers that are closer to home

• Nearly half of Gen Z (47%) say they are looking to build careers in their local communities rather than move to major cities
• Cost of living pressures, proximity to family and friends, and quality of life are reshaping what early-career success looks like
• Nearly three in five (58%) Gen Zs are considering more vocational job opportunities and over half (52%) are considering following in their family footsteps
• One in four millennials are considering returning home and nearly half (47%) would choose a vocational career if they could start again
• Coca-Cola is spotlighting the local families, workplaces and businesses behind the brand in Great Britain, that help make, distribute and serve Coca-Cola every day

After decades of young workers flocking to London and other major cities to start careers, new research suggests that Gen Z might be putting an end to the “brain drain” and looking for work closer to home.

Polling from Coca-Cola Great Britain* found that almost half (47%) of Gen Z are looking to stay in their local communities after education, with proximity to family (44%) and a more affordable cost of living (27%) among the factors influencing their decisions.

The findings point to a broader reassessment of what ambition looks like for Gen Z, with nearly three in five (58%) considering more vocational job opportunities and over half (52%) considering following in their family footsteps, whether through a trade, skilled role or family business.

The shift comes as young people weigh the rising cost of moving away against the benefits of remaining close to support networks, local opportunities and family connections. It also suggests that vocational careers, once seen by some as a less conventional route, are increasingly being reconsidered as practical, stable and locally rooted pathways into work.

The findings reflect the importance of local opportunity in keeping communities thriving. The Coca-Cola system, which employs over 31,000 people across Great Britain, is rooted in local jobs, family-run businesses, manufacturing sites and supply chains - many of which support careers close to home.

Homegrown growth

The research suggests that this generational shift is already being felt beyond individual career choices. Among older generations*, almost a third (29%) said they had noticed more young people staying in or returning to their local towns, compared to a few years ago. Many also said this was having a positive impact on their local businesses (49%), communities (50%) and economies (50%)*.

The trend is not limited to the youngest workers. Over a quarter (27%) of millennials who have moved away are considering relocating closer to where they grew up, driven by a desire to be closer to their friends and families (54%), a better standard of living (27%) and lower living costs (23%).

Following family footsteps

For many young people, staying local also appears to be strengthening the appeal of careers connected to family experience. Over half of Gen Z respondents (52%) said they would consider a career path inspired by a family member, whether by learning a vocation or trade that runs in the family, or joining the family business.

Those considering following in family footsteps cited a better understanding of the role (33%), financial stability (32%) and access to a clearer route into the workforce (29%) as among the key benefits.

One example is Utilities & Facilities Apprentice at Coca-Cola Europacific Partners, 17-year-old Lewis Baker. Lewis, who is one of the 65 early careers apprentices, among 102 overall at Coca-Cola's bottling partner, continued the family tradition by joining CCEP at its Wakefield site, following in the footsteps of his father, Mark.

Lewis Baker, 17, who works alongside his dad at Coca-Cola’s Wakefield site, said: “I grew up knowing my dad worked at the Coca-Cola Wakefield factory, so joining the team myself felt like I was really following in my family’s footsteps. Coca-Cola is obviously a brand everyone knows, but for me it’s always felt close to home because of my dad and the people who work here. He’s been there for 25 years, and working alongside him has taught me so much – not just about the job, but about the pride people take in making something that’s part of everyday life for families and businesses.

There’s a real sense of community on site, you see familiar faces and people look out for each other – it feels like a place where generations of families can build something together. It means a lot knowing you’re part of something your family’s been connected to for so long.”

The resurgence of the vocational career

As more young people look to stay closer to home, vocational careers are becoming increasingly attractive. Gen Z respondents said the appeal includes the ability to learn practical, hands-on skills (30%), avoiding higher education debt (25%), stronger earning potential (24%) and greater long-term job security (24%). Almost half (48%) also said a key benefit is not having to relocate for training.

Older generations are also encouraging the shift. Seven in ten millennials and older* (70%) said they are now advising younger family members and friends to consider vocational career paths, while 65% believe vocational roles are viewed more favourably than they were a few years ago. Millennials are leading the charge, with nearly half (47%) saying they’d choose a vocational career if they could start again, more than any other generation.

Dusan Stojankic, Vice President and General Manager of Great Britain & Ireland at Coca-Cola said: “This research shows a clear shift in how younger people are thinking about work and ambition. Many are looking beyond the traditional path of moving to a major city, and instead choosing careers that offer practical skills, stability and a stronger connection to home.

“That is something we see every day across the Coca-Cola system in Great Britain, from our five manufacturing sites to the thousands of independent businesses we work with. Families like Mark and Lewis’s show how local careers can create opportunity across generations, while helping to keep skills, jobs and pride rooted in communities across the country.”

The Coca-Cola system, including Costa and bottling partner CCEP, employs over 31,000 people in Great Britain, and produces 97% of the drinks sold in GB, in GB. Its latest campaign spotlights the stories of generations of families who have helped make, distribute and serve Coca-Cola, while also connecting and supporting their local communities.

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Notes to Editors

Coca-Cola GB combined polling from over 2,000 consumers. The research was conducted by Opinium, among a sample of 2,000 nationally representative UK adults. The data was collected between 19 June 2026 - 23 June 2026.

* Findings across Millennial, Gen X, Boomer and the Silent Generation