Retail work has long been a crucial part of the early employment journey for young Australians. It is often their first job offering flexibility, accessibility, and an introduction to essential workplace skills. Service and Creative Skills Australia’s (SaCSA) 2024 Retail Sector Report highlights the importance of flexibility and the appeal of part-time roles, while also acknowledging the challenges in positioning Retail as a long-term career pathway. 

Our Top 100 Gen Z Employers research, conducted with nearly 1,000 Australians aged 15 to 24, sheds further light on how young people view the retail sector today, not just as workers, but as individuals making choices about their future. 

Retail: A Short-Term Stepping Stone? 

As noted in the SaCSA report, the retail sector is a popular entry point into the workforce, particularly for students and young people seeking flexible working hours. The report also acknowledges that the sector is often not perceived as a long-term career option. 

Our research echoes this point. While 26% of respondents said they are currently working in retail and 33% are actively seeking retail jobs, only 2% see retail as their “dream sector.” Hospitality follows a similar pattern, with 24% employed, 28% seeking roles, and just 3% aspiring to stay long term. 

These figures reinforce the existing understanding of the sector’s current positioning among young people, while also highlighting a potential opportunity: to explore how the sector might build on this strong foundation and offer a more compelling, longer-term proposition. 

What Young People Really Want? 

Gen Z are clear about what they value in a workplace. When asked to rank the importance of employer attributes, they prioritised: 

  • A competitive salary (56%) 
  • Career advancement opportunities (44%) 
  • A positive and ethical environment (35%) 
  • Additional benefits or rewards (35%) 

At the same time, when asked what they associate with the retail companies they are most interested in working for, different attributes stood out: 

  • Being a well-established company (30%) 
  • Being popular among youth (26%) 

Attributes such as competitive salary (6%) and career advancement (5%) were less commonly linked with Retail employers. This suggests that while young people have clear workplace values, they may not yet see those values reflected in the retail sector. 

An Invitation to Reframe the Narrative 

While the sector’s current strengths—flexibility, part-time opportunities, and foundational skill-building—remain highly relevant and valued, our research suggests that there’s room to enhance and broaden the narrative. 

The retail sector could take further steps to present itself not only as a great place to start, but also as a space where young people can learn, grow, and stay. Potential actions might include: 

  • Promoting internal career stories to show pathways to leadership and long-term growth. 
  • Investing in visible skill development and training from the early stages of employment. 
  • Creating recognition moments that help part-time staff feel valued and seen. 
  • Supporting career mentorship and guidance, so young people can see a future within the sector. 
  • Collaborating with education and community partners to reposition retail as a viable long-term option. 

Expanding the Possibilities 

The retail sector contributes significantly to the early career experiences of young people. With some thoughtful evolution, it can also offer them a more defined and inspiring path forward. The potential is clear: the skills young people develop in retail are transferable, the roles are varied, and the workplace experience can be rich and meaningful. 

Based on our research, the following value proposition is worth considering as part of a broader effort to reposition the retail sector in the eyes of young people: 

“A Job that Grows with You” 

Flexible work, real-world skills, and a future you can shape. 

Retail is more than a first job; it is a springboard. Workplaces provide the flexibility to balance life and study, while offering young people meaningful, hands-on experiences. Along the way, they develop real-life skills such as communication, problem-solving, and leadership. These open doors to future opportunities. With clear pathways for progress, a supportive culture, and space to grow, Retail can support young people through every stage of their career journey.