Employment motivations and values in the creative industries: Reorienting from creativity to well-being among Generation Zs in Ireland

This study aims to better understand the experiences and motivations of creative industry workers who graduated degree programmes at a time of significant work and employment instability during the Covid-19 pandemic. Using a case study approach involving a qualitative questionnaire with 16 open- and closed-ended questions, we present responses from 20 graduates of media studies programmes at an Irish university. Findings show that young people who graduated at the time of the pandemic did experience career disruption and felt financially compelled to rethink their career ambitions. Pandemic-related economic uncertainties meant that many participants either did not enter creative industries or took up roles that did not utilise their creative degrees. However, many of these young people have found job satisfaction in ‘being mentally well’ at least as much as ‘being creative’, and prioritise good quality of life and achieving work-life balance. Good mental health and well-being are pronounced personal and career motivators, with new work regimes such as remote and hybrid working seen as important rewards and incentives.