New Ipsos Research Reveals the "Loyalty Paradox" Facing Australian Employers

Ipsos reveals Australia's 35% talent flight risk, a Loyalty Paradox driven by lack of recognition. Get actionable insights to stabilize key demographics and improve culture

A comprehensive new report released by global market research leader Ipsos has unveiled a complex landscape for the Australian workforce at the present time. Titled "What Australia Thinks, Feels and Does at Work", the study draws on data from a representative sample of 1,000 Australian employees, offering a data-driven glimpse into the psyche of the local worker.

While the report highlights distinct positives in Australian workplace culture, it also sounds an alarm regarding talent retention. Ipsos researchers found that while 69% of Australians are proud to work for their organization, this figure sits 7 points below the global benchmark. More concerning for local businesses is the "flight risk" reality: 35% of the Australian workforce plans to leave their current employer within the next two years, a figure that is 15 points higher than the global norm.

The Australian Retention Challenge

Ipsos, utilizing its global team of business psychologists and data scientists, identified a significant generational divide. The study indicates that younger Australians (aged 18–24) are the greatest advocates for their employers, yet they are also the most transient, with 52% planning to resign within two years.

While pay and benefits remain the primary "pull" factor for 63% of employees considering a new job, the "push" factors tell a more emotional story. A lack of recognition is driving attrition, particularly among older demographics. For Australians aged 55–65, "not feeling valued" surpasses salary as the top reason for leaving an employer.

Culture: Friendly but Disconnected?

The report highlights a uniquely Australian cultural footprint. Australians are more likely to describe their workplace culture as "friendly" compared to global averages. The data shows a direct correlation between culture and advocacy: 81% of employees who experience a positive culture would recommend their employer, compared to just 32% of those in negative environments.

However, Ipsos identifies a critical disconnect in leadership. Surprisingly, senior leaders in Australia are less likely to feel their organization welcomes honest feedback compared to middle managers. This perception gap is costly; the study found that employees who feel their feedback is welcomed are 51 points more likely to recommend their organization as a great place to work.

Implications for Aussie Business

The Ipsos findings suggest that to stem the tide of resignation, Australian employers must look beyond remuneration. The data points to a need for "listening cultures" where feedback is valued across all levels of seniority. As the report concludes, while pay attracts talent, it is the feeling of being valued and a supportive culture that retains it.