Share: Share on Facebook Share on Twitter Share on LinkedIn I recommend visiting to read:%0A%0A {0} %0A%0A {1}
Ode aan de woningcorporatie Ode aan de woningcorporatie - small

Top 10 places in the Netherlands to live for millennials and Gen Z

Sophie Schuller • 17/03/2022
Approximately, 25% - 30% of the workforce are millennials and Gen-z. this number is set to increase to closer to 50% - 70% over the next 10 years as the older millennials, born between 1981 and 1996, start to hit the C-suite.

Closely followed by the graduate influx of Gen-zer, born between 1997 and 2012. Millennials and Generation Z are often described as highly adaptable, smart and tolerant. They are hyper-connected, digitally native and grew-up facing the consequences of climate change, terrorism, and social injustice.

The impact of this demographic shift is that these generations engage with work, life and each other in a fundamentally different way compared to previous generations. The increase in technology has fuelled globalisation and availability of information in a way that has deeply changed traditional notions of power and knowledge; often leaders with the power, don’t have the knowledge and those younger Gen-zers with the knowledge don’t have the power. Increasingly younger generations are developing alternative models of success and ‘wealth’ which make existing motivators such as salaries, homeownership and seniority, redundant.

Workplace design and organisational management is based on traditional models of work and hierarchy, which we see superseded by lifestyle choices, technology-enablement and a strong sense of “we”, not ”I”. Over the last 24 months, millennials and Gen-z have arguably had the toughest time. Young families, financial instability, isolated living and a lack of social connection has driven many to the brink, with a significant rise in diagnosed mental health issues within these groups. Making up an exponentially increasing percentage of our working population, organisations need to further understand the experience of these groups, their desires, values and life goals in order to attract and retain the future generation of our world.

The last 24 months has offered us an opportunity to radically revaluate where people live, what they do for fun and how this fits into a life that previously revolved around work.  Having proven that working outside a designated office works and an increasing focus on the value of our society, our ability to design work around the lives that millennials and gen-zers are seeking is likely to improve profitability and win not only the war for talent, but for competitive advantage.

In this paper, we use 10 common millennial and Gen-z consumer personas, as well as Cushman & Wakefield’s proprietary research platform to explore the changing face of the Netherlands and how our cities could cater to the needs and wants of this increasingly important group.

(*Generational insights are based on widely accepted consumer trend profiles. Our profiles are intended to characterise these profiles and directionally explore their locational choices).

Read more - Value Of A City

Lessen uit de woestijn card

Lessons from the desert

Having a place to live is a right for everyone. Preferably in a nice place in an inclusive environment with room for personal development and perspective.
Jos Hesselink • 16/12/2021
Smart City card
Insights • Technology

The smart Smart City

A fully digital city is like working completely from home due to corona: all spontaneity and creativity disappear like snow in the sun. Living in the city only gives energy when the city is bustling with activity and at the same time provides peace of mind when you need it.
Jos Hesselink • 18/11/2021
Climate risk card
Insights • Sustainability / ESG

Climate risk

Climate risk is now a reality which will impact current and future value of property. When we talk about climate risk, we invariably mean one of two things – the transitional risk of moving towards a low carbon economy or the physical risks associated with climate change.
Lucy Matchett • 29/09/2021
Urban Bike Share Rack

The City That Moves Stays Healthy

We move too little. Both the city and its inhabitants. While the population density in the cities is growing. 
Jos Hesselink • 27/07/2021
Kalverstraat card image

Kalverstraat in 2030

The Kalverstraat as the aorta of the new business district that is developing in the center of Amsterdam. Where old business comes back in new form, because the businessman and woman is back in town!
Jos Hesselink • 17/06/2021
City profiler image card

City profiler

Today, we can better see urban policy makers as 'city profilers'. They must make the right connections to arrive at future-proof solutions for our cities in the coming decades.
Frank van der Sluys • 27/05/2021
De stad na COVID
Insights • Sustainability / ESG

The city after COVID-19

COVID-19 shows our vulnerability. At the same time, it gives us insight into how we should improve the quality of life in our cities in a future-proof way. Anticipating population growth, climate change, health and our continuing need to live, work and stay in cities.
Jos Hesselink • 22/04/2021
De Randstad loopt leeg card

The Randstad is emptying out

The initial cause of this has everything to do with supply and demand. For years there has been a chronic shortage of affordable housing in the Randstad, the economic heart of the Netherlands. This applies to both starters in the buyers' market and middle incomes in the tenant market.
Jos Hesselink • 25/03/2021
Auto de stad uit card
Insights • Sustainability / ESG

City streets should not have cars

The arrival of the car has radically changed the spatial development of our cities and the infrastructure in the Netherlands.
In order to bring cars and freight traffic safely and quickly from A to B, highways and motorways, bridges and viaducts, traffic lights and pedestrian crossings were necessary.
Jos Hesselink • 25/02/2021
Groene steden
Insights • Sustainability / ESG

A city full of green is not valued enough

A green environment or fresh air is not often a reason to live in a city, rather the opposite. It is often a reason to escape the city at the weekend and visit nature, or even to live elsewhere.
Jos Hesselink • 04/02/2021
Ruimtelijke ordening

The future-proof city

The value of the city lies in its future-proofness. In order to be able to anticipate the needs of the time, vision and ambition are needed as guidelines for strategic area development.
Jos Hesselink • 09/12/2020
Ode aan de woningcorporaties

Ode to the housing association

We are faced with a major challenge to ensure that living in the city remains affordable and thus retains its soul and that we feel connected to the city in which we live.
Jos Hesselink • 12/11/2020


Get in touch with one of our professionals.
With your permission we and our partners would like to use cookies in order to access and record information and process personal data, such as unique identifiers and standard information sent by a device to ensure our website performs as expected, to develop and improve our products, and for advertising and insight purposes.

Alternatively click on More Options and select your preferences before providing or refusing consent. Some processing of your personal data may not require your consent, but you have a right to object to such processing.

You can change your preferences at any time by returning to this site or clicking on Cookies.
Agree and Close
These cookies ensure that our website performs as expected,for example website traffic load is balanced across our servers to prevent our website from crashing during particularly high usage.
These cookies allow our website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced features. These cookies do not gather any information about you that could be used for advertising or remember where you have been on the internet.
These cookies allow us to work with our marketing partners to understand which ads or links you have clicked on before arriving on our website or to help us make our advertising more relevant to you.
Agree All
Reject All