Ines Imdahl Exposes Unrealistic Salary Expectations and Social Media Illusions — But Are Generational Stereotypes Valid at All?

Use this link or read the full article here:

Generation Z, born between 1997 and 2010, is at the center of many debates. Young people are often criticized for having unrealistic expectations regarding careers and salaries. But what’s really behind these accusations? A recent interview in the Frankfurter Allgemeine Zeitung (FAZ, paywall) with psychologist Ines Imdahl, an expert on Generation Z, provides a more nuanced view.

Gen Z: €10,000 Salary or Social Decline? Imdahl, founder of the psychological research agency Rheingold Salon, emphasizes in her conversation with the FAZ that many young people do, in fact, have high salary expectations: “Young people want to earn between €6,000 and €10,000 net per month — and not eventually, but as soon as possible after starting their careers.”

These figures are based on a representative study of over 1,000 participants. Specifically, young women named an average net salary expectation of €6,300, and young men €8,000.

Where Do These High Expectations Come From? Imdahl sees several causes. One is a sense of loss of control: Gen Z is growing up during a time of global crises — digitalization, inflation, wars, climate change. These challenges create anxieties, which in turn drive the desire for financial security.

The Illusion of TikTok and Instagram Social media platforms also seem to play a significant role. Instagram and TikTok are flooded with so-called "psycho coaches" who claim that “with the right mindset” anything is achievable. According to Imdahl, this leads to unrealistic expectations and constant comparisons.

However, Gen Z isn’t solely focused on money. According to Rheingold Salon, 85 percent primarily want a job that makes them happy. The search for a “dream job” that promises ongoing excitement is even more important to some than finding a romantic partner.

Up to 40 percent of young people drop out of their training or university studies, according to Rheingold. But perhaps not out of boredom or flakiness — rather out of a new seriousness and a desire for a fulfilling life?

Even in their private lives, traditional values still seem to play at least some role for Gen Z. And some Boomers at work might have realized that there's something to be learned from these young digital natives.

Gen Z's voting behavior, however, appears to be unstable — with a tendency toward the extremes of both the Left and AfD parties, while the once-popular Greens no longer receive unconditional support.

Gen Z: €10,000 Salary or Social Decline? (Repeated) Imdahl, founder of the deep-psychology research agency “Rheingold Salon,” emphasizes that many young people indeed have high salary expectations: “Young people want to earn between €6,000 and €10,000 net per month — and not eventually, but as soon as possible after starting their careers.”

These numbers come from a representative study with more than 1,000 participants. On average, young women stated a net salary expectation of €6,300, and young men €8,000.

Where Do These High Expectations Come From? Imdahl identifies multiple causes. One is a sense of loss of control: Gen Z is growing up in an era of global crises — digitalization, inflation, wars, climate change. This fuels anxieties that are met with the desire for financial security.

The Illusion of TikTok and Instagram (Repeated) Social media platforms also seem to play a role. Instagram and TikTok are full of “psycho coaches” who claim that “with the right mindset,” anything is possible. According to Imdahl, this results in unrealistic expectations and comparisons.

Recommended Reading Stuttgart Universities on TikTok: “I bims, your juicy prof!” – Engineering Professor Goes Viral

Still, money is not the only thing Gen Z cares about. According to Rheingold Salon, 85 percent are mainly looking for a job that makes them happy. For some, the search for the “dream job” that promises permanent excitement is more important than finding a partner.

Up to 40 percent of young people drop out of training or university studies, says Rheingold — but maybe not just out of whimsy, but from a newfound seriousness and the desire for a meaningful life?

In their private lives, traditional values still seem to play a role for some Gen Z members. And some Boomers may have realized that there are things to be learned from young digital natives.

Gen Z’s voting behavior appears unstable, with increasing support for extreme parties like the Left and AfD, while the once-dominant Greens are no longer universally supported.

Generation X: Overburdened, Sick, Overlooked at Work? Born between 1965 and 1979 — Is Generation X being passed over in the workplace?

What Is “Generation Z,” Anyway? In addition, social researcher Martin Schröder argues in a conversation with our editorial team that generational clichés are not particularly meaningful. Schröder relies on data from the Socio-Economic Panel (SOEP) and concludes: “Empirically, generations don’t exist. They are a myth, not a measurable fact.”

He argues that the differences between young and old people are often due to the “age effect” — younger people see work differently than older people. There is also the “period effect” — we all think differently today than we did in the past. Generational affiliation, however, plays a subordinate role.

Gen Z, Companies, and the Job Market Psychologist Imdahl warns companies not to focus too much on Gen Z or try to create a paradise for them (higher pay, 100 percent remote work, fast promotions). That would create imbalances within teams and is unsustainable.

Instead, she advocates for a diverse age structure and realistic communication with young employees. It’s important to convey that happiness doesn't only come from excitement, but also from perseverance and contentment with what’s realistically achievable.

Ines Imdahl is a psychologist, author, and keynote speaker. Together with Jens Lönneker, she founded Rheingold Salon GmbH in 2011, a qualitative market and media research agency focused on deep psychological analysis. Imdahl also advises companies on leadership and internal communication.

Foto: IMAGO/Zoonar