Careers in Transition: What Avtar Group and EY GDS Learned from 10,000 Professionals

The Avtar Group and EY GDS study involving over 10,000 professionals reveals that recognition, security, and belonging are essential motivators. As careers evolve, purpose becomes central to employee engagement.

Work in India is undergoing a transformation. No longer just about paychecks or promotions, careers today are defined by identity, belonging, and the pursuit of meaningful growth. That was the central insight from the Why We Work study — a nationwide research initiative by Avtar Group in collaboration with EY Global Delivery Services (EY GDS) — revealed at the myAvtar Career Conference (MACC) 2025 in Bengaluru.

A Study of Scale

Between April and July 2025, researchers engaged 10,255 professionals across generations, industries, and cities. Millennials dominated the pool at 69%, while Gen Z made up 16%, Gen X 14%, and older professionals 1%. With 38% women participants, the study also captured gendered perspectives on what truly motivates India’s workforce.

At the heart of the findings was a clear message: recognition, security, and belonging are the pillars of motivation.

• 92% of respondents said being known and respected for doing a great job was their biggest driver.
• 90% said they worked primarily to secure their family’s future.
• 81% viewed careers as the pathway to unlock their full potential, with women expressing this more strongly than men.

It also revealed a bold workforce, unafraid of challenge. 91% welcomed tough assignments, 85% embraced feedback, and 81% proactively upskilled. These trends fed into the Risk–Resilience–Reward framework proposed by the researchers: risk as the spark of change, resilience as the fuel to keep moving, and reward as the ultimate outcome that blends financial, emotional, and social fulfilment.

Redefining Careers in an Age of Risk

With AI, hybrid work, and economic turbulence reshaping industries, the study underlines how employees are not shying away from risk but are instead seeking resilience and purpose.

“Indians no longer work just for a pay check. They work for identity, respect, and purpose,” explained Dr. Saundarya Rajesh, Founder–President of Avtar Group. “In an age of AI and global disruption, resilience is the new career muscle, and reward goes far beyond money. Leaders must create workplaces where people feel secure, valued, and inspired.”

Jaya Virwani, Chief Wellbeing Officer and Inclusiveness Leader at EY GDS, echoed the need for transformation: “As industries navigate change, purpose, recognition, and belonging will be central to how we engage and grow talent. This research is a powerful reminder that human motivations must anchor future-ready workplaces.”

MACC 2025: Bengaluru Hosts Career Conversations

The unveiling of the research was one of the main highlights of MACC 2025, held at the NIMHANS Convention Centre in Bengaluru. Known as one of India’s largest diversity and inclusion platforms, MACC has grown into more than just a conference — it is a meeting ground for corporates, professionals, and students navigating the evolving world of work.

This year’s edition brought together an impressive line-up of more than 20 industry leaders. Among them were Pavitra Shankar, Managing Director of Brigade Enterprises; Manjushree Dutta, Managing Director of State Street India; Jayati Singh, CMO of Tally Systems; and Geetha Adinarayan, Chief Architect at IBM. Panels covered topics like inclusive leadership, digital disruption, and new career pathways for India’s young workforce.

Celebrating Role Models: MACC 2025 Awards

Beyond discussions, the event also celebrated those driving impact on the ground. An awards ceremony honoured organisations and individuals for their contributions to workforce development and career resilience.

The awards were presented by Dr. Saundarya Rajesh, Pavitra Shankar, and Louis Mathew, GDS Enablement Services Leader at EY.

• Organization Award: KBR Energy, received by *Ms. Geetha Ramamurthi, Managing Director, KBR India.
• Career Icons Award: Shilpi Mitra, Principal Software Engineering Manager, Microsoft India and Sobhitha Neelanath, Senior Manager, Software Engineering, Salesforce India.
• Inspiring Second Career Professional Award: Preethy Senthilkumar, Lead Business Analyst, Zuci Systems India Pvt Ltd.

The recognition spotlighted companies and professionals who are not only navigating today’s uncertainties but also pioneering inclusive practices and second career opportunities.

Why It Matters

For Avtar Group, the study and the event reaffirm its mission. Over the past 25 years, Avtar has been at the forefront of reshaping workplace culture in India — advising over 800 organisations, helping over 100,000 women re-enter the workforce, and leading diversity benchmarking studies like the Best Companies for Women in India (BCWI) and the Most Inclusive Companies Index (MICI).

As careers get redefined by uncertainty, the Why We Work study offers a fresh lens: success today is not measured by job titles alone, but by how deeply work connects to recognition, belonging, and purpose.

MACC 2025 captured that shift — from research and dialogue to recognition and celebration — reminding leaders and professionals alike that India’s future of work will be shaped by resilience and the human motivations that drive us all.