Gen Z reverses the 'brain drain'? Career-driven young workers are turning their backs on big cities, says  Coca-Cola study

Published: 19:00, 28 July 2026 | Updated: 19:00, 28 July 2026 Gen Z is reversing a work trend that has lasted decades - by refusing to move to London and other big cities for the sake of their careers. Some 47% of the group, which comprises those aged between 14 and 29, say they are planning to try to establish themselves in the area where they have grown up rather than moving further afield. The shift to trying to find work locally rather than relocating is a direct reversal of the long-established pattern and could be fuelled by the prohibitive cost of renting in the capital. New research also found that the urge to stay nearer to home is caused by a desire to be close to their family (44%) and the perception that not relocating will be more affordable (27%). The urge to stay close to home is mirrored by that over half of the same group (52%) are considering following in the footsteps of a family member when it comes to choosing a line of work. Those considering following in family footsteps in their choice of profession cited having a better understanding of the role (33%), financial stability (32%) and access to a clearer route into the workforce (29%) as among the reasons this appealed. These were the headline findings of a poll by Coca-Cola Great Britain which describes the previous trend of moving away to find work as a 'brain drain' - which looks like it is finally slowing. Lewis Baker, 17, works alongside his dad as an apprentice at Coca-Cola's site in Wakefield. He said: 'I grew up knowing my dad worked here so joining the team myself felt like I was really following in my family's footsteps.' Coca-Cola and its bottling partner CCEP, employs over 31,000 people in the UK and produces locally 97% of the drinks sold in the UK. The company connects with the broader 'ecosystem' of local jobs, family businesses, manufacturing sites etc which support careers close to home.  As more young people look to stay closer to home, vocational careers - traditional trades rather than white collar jobs - are becoming increasingly attractive to all age groups. Nearly half (47%) of millennials - those aged 30-45 - say they would choose a vocational career if they could start again, more than any other generation. And older generations are also encouraging the shift. Seven in ten millennials and older *(70%) said they are now advising younger family members and friends to consider vocational career paths, while 65% believe vocational roles are viewed more favourably than they were a few years ago. Gen Z respondents said the appeal of this career path includes the ability to learn practical, hands-on skills (30%), avoiding higher education debt (25%), stronger earning potential (24%) and greater long-term job security (24%). Almost half (48%) also said a key benefit is not having to relocate for training. Among older respondents, almost a third (29%) said they had noticed more young people staying in or returning to their local towns, compared to a few years ago. Many also said this was having a positive impact on their local businesses (49%), communities (50%) and economies (50%). Dusan Stojankic, an executive at Coca-Cola, said: 'This research shows a clear shift in how younger people are thinking about work and ambition. 'Many are looking beyond the traditional path of moving to a major city, and instead choosing careers that offer practical skills, stability and a stronger connection to home.' Lewis Baker, 17, who works alongside his dad as an apprentice at the company's site in Wakefield, Yorkshire, said: 'I grew up knowing my dad worked here so joining the team myself felt like I was really following in my family's footsteps. 'He's been there for 25 years, and working alongside him has taught me so much – not just about the job, but about the pride people take in making something that's part of everyday life for families and businesses.'