Retail staff rank fifth as least motivated at work - new global data finds

Employees are most motivated by being able to make a difference at work  

4 November 2025, UK: New global data reveals that Retail is the fifth least motivated industry, with staff averaging a personal motivation score of 71.2% respectively.   

Financial Services staff scored the worst with an average motivation of 69% with Banking closely following with 70.4% and IT and Services third with a score of 70.8%.  

The data is based on the scores of 17,381 Motivational Maps completed by employees across 10 major industry sectors worldwide. Released by transformational leadership and people development consultancy Full Potential Group, in partnership with Motivational Maps, the findings show that those working in Management Consulting report the highest motivation levels, with an average score of 76.2%. Employees in the Pharmaceutical sector follow closely behind with an average of 73%, and construction with 71.9% while those in Hospital and Healthcare and Insurance follow behind retail with a 71% motivation average. 

Based on extensive research into human motivation, Motivational Maps measures how well an employee’s top three workplace drivers are being fulfilled, out of a total of nine motivators. These motivators – clustered into achievement, growth or relationships – include, for example, power, influence and control; innovation and creativity; and security and stability. Scores between 61-80% fall into ‘The Boost Zone’ – meaning some fine tuning around people's top motivators is required.   

Retail key motivators  

Interestingly, the data shows Retail staff rate ‘Purposeful work that makes a difference’ as their number one motivator with work that develops their ‘mastery, knowledge and expertise’ and gives them ‘job security and stability’ of close importance.  

On average, employees in this sector are least interested in ‘seeking recognition and respect’ and ‘gaining power and influence’, nor a need for ‘money and material satisfaction’ and ‘friendship and belonging’. 

Carole Gaskell, CEO of Full Potential Group said: “Our research shows a clear shift: employees today are increasingly motivated by purposeful work that makes a difference, rather than by status, recognition, or respect alone. For leaders, this means creating roles and projects that connect people to purpose, values and impact, ensuring their teams feel their work truly matters. 

“Motivation across the retail sector is being tested like never before. Retail staff are often under pressure to deliver more with less, facing demanding customer expectations, long hours, and constant change. Yet our data shows what truly motivates them isn’t pay or recognition, it’s feeling that their work makes a difference, building expertise, and having a sense of stability. 

“For retailers, that’s a powerful message. Creating purpose-led roles, investing in people’s development, and giving employees a stronger sense of security can transform motivation and performance on the shop floor and beyond. Retailers that listen to what drives their people will not only improve engagement, but also customer experience and results.” 

The new Motivational Maps data follows the recent publication of Gallup’s Annual State of the Global Workplace report, which shows that last year employee engagement worldwide fell to 21% - 2% less than the year before, equating to $438 billion in lost productivity. This is just the second time global engagement has fallen in over a decade, having previously dropped in 2020 during the pandemic year. 

Carole adds: “Motivation at work is deeply connected to what we seek in life as a whole. Current top motivators are purpose, mastery, and security. That’s why examining your Motivations is of fundamental importance. For leaders and HR, this insight is a powerful tool to design roles, cultures and opportunities that truly empower people. For employees, it’s a chance to understand what really drives you, so you can align your career with what matters most. When organisations and individuals harness this awareness, they unlock not only higher motivation and performance, but also greater fulfilment in work and life.” 

ENDS  

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Editors notes

About the data 

The table below shows the data contained within this press release based on 17,381 Motivational Maps Profiles from employees based in over 100 countries, working in ten of the top industry sectors to have completed the maps across the nine motivational factors - Builder, Creator, Defender, Director, Expert, Friend, Searcher, Spirit, and Star. For the nine motivational factors, please see the second and third diagram below.  

To note that whilst the dataset covers over 100 countries, the sample sizes of the motivational maps conducted does vary by country. 

About Full Potential Group

Established in 1998, Full Potential has partnered with over 2,500 organisations, growing their talent, building confidence and capability, shifting mindsets, behaviours and beliefs and skilling over 700,000 people to realise more of their potential.

Full potential creates business growth by unleashing the talent within your organisation. The organisation is passionate about the potential of people and the transformational impact of leadership in driving exponential performance and return on investment.