Carmen Cojocaru
ESG Technical Director on the Kreston Global ESG Expert Network Committee
DEI in accounting: a key strategy to win over Gen Z talent
June 23, 2025
In today’s values-driven landscape, the accountancy profession faces a pivotal moment. As Generation Z joins the workforce, their priorities go beyond financial compensation. They seek employers who demonstrate genuine commitment to inclusivity, authenticity, and social impact. Firms that overlook the strategic importance of Diversity, Equity and Inclusion (DEI) initiatives risk losing touch with this emerging talent, potentially undermining both their recruitment success and long-term cultural integrity.
Carmen Cojocaru, ESG Technical Director, Kreston Global and Managing Partner at Kreston Romania, talks with International Accounting Bulletin about DEI in accounting and it’s importance to Gen Z. Click here to read the full report, or read a summary down below.
Why DEI in accounting matters to Gen Z
Gen Z is widely recognised for its strong sense of social justice. As digital natives, they prioritise transparency and authenticity in employer relationships. They’re not just chasing a paycheck, they want alignment with their values. A 2021 IBM Institute for Business Value study found that 61% of Gen Z are more likely to apply to companies that prioritise diversity and inclusion.
What Gen Z values most
Similarly, research from Co-operatives UK showed that 61% of Gen Z workers value company culture and principles as much as salary. With such clear expectations, the question is no longer if firms should invest in DEI, but how they can embed these values to attract and retain the talent that will shape the future of accountancy.
Why DEI in accounting still drives performance
DEI has long been central to recruitment and performance. McKinsey research shows diverse teams are 39% more likely to outperform others, proof that varied perspectives fuel innovation, agility, and global client responsiveness.
But political shifts have prompted some firms, even Big Four leaders, to scale back DEI efforts. This risks alienating Gen Z talent, for whom authenticity and inclusion are essential, and could lead to fewer top-tier applicants and weaker long-term performance.
The business risk of abandoning DEI in accounting
Consider a high-achieving Gen Z graduate choosing between two firms; one that visibly invests in DEI, and one that cuts back to save costs. For this graduate, values may matter as much as salary, and firms that sideline DEI risk losing top talent.
Attracting younger talent has long been key for the accountancy profession. As Gen Z grows in the workforce, firms ignoring their call for inclusivity may fall behind. Whatever the political climate, the business case is clear: real commitment to DEI is essential for meeting talent expectations and ensuring long-term success.
