Time is the one resource we can’t earn back, yet it’s often spent without much thought. For Millennials and Gen Z, this reality has fueled a cultural shift. Many are willing to take jobs that pay less if it means they gain something invaluable—time flexibility. The ability to work around personal priorities, hobbies, and loved ones is, for some, worth far more than a bigger paycheck.

But how often do we truly stop to think about how we value our time?

Ask yourself this:

• How much money would it take for you to miss bedtime with your children every night?

• What’s the price tag on stepping away from your aging parent who needs care?

• Could anyone pay you enough to skip the final moments with someone you love?

Last year, I sat by my grandmother’s bedside during her final days. No meeting, job, or opportunity could have pulled me away when she needed me. That time was priceless. It was a stark reminder that how we spend our hours and who we spend them with matters deeply.

The Shift in Workplace Priorities

Recent studies highlight a significant change in what younger generations value in their professional lives. According to Gallup, 65% of Millennials rate greater work-life balance and better personal well-being as "very important" when considering a new job. These priorities are just as significant as their desire for increased pay or benefits.

Gen Z shares similar sentiments. A study by the World Economic Forum found that 73% of Gen Z employees desire permanent flexible work alternatives, such as hybrid schedules or the ability to set their own hours.

This data paints a clear picture: younger workers are reshaping workplace expectations, and they’re prioritizing their time and well-being over traditional markers of success.

The Sandwich Generation: Balancing Two Worlds

For many in their 30s, 40s, and 50s, life feels like a constant tug-of-war between caring for aging parents and raising young children. This group, known as the Sandwich Generation, faces unique challenges as they try to balance the increasing demands of family caregiving with their professional responsibilities.

AARP reports that over 47% of adults in their 40s and 50s have a parent age 65 or older while still raising children under the age of 18 or supporting grown children financially. Many also navigate long-term care for parents, which often involves medical appointments, financial planning, and emotional support.

This dual caregiving role is both rewarding and overwhelming. Time, already stretched thin, has become an even more precious commodity. For these individuals, every hour spent at work is an hour away from loved ones who need their presence and care.

The Cost of Time in the Sandwich Generation

When you're part of the Sandwich Generation, the way you value your time shifts dramatically.

• What’s the cost of missing your child’s soccer game because you're trying to make a work deadline?

• How do you balance being there for a parent’s doctor’s appointment without sacrificing your own mental health?

• Can a paycheck truly offset the time lost with those who matter most?

Sitting with my grandmother this past summer put many things into perspective for me. Every year, I pick a word to focus on. This year, my word is “intentional.” I plan to be more intentional with my time, money and other resources. Am I using them to the best of my ability, or am I squandering them on things that do not serve any higher purpose?

A Wake-Up Call for Individuals and Leaders

For individuals, I ask that you reflect on whether you’re being intentional about how you use your time. Are you saying “yes” to too many things that don’t align with your values? Are you running on autopilot, chasing tasks but losing sight of the bigger picture?

For business leaders, the question is just as critical: Are you respecting your employees' time? In an age where flexibility is valued more than ever, how you structure roles and support work-life balance could determine whether you attract and retain top talent.

Gallup data shows that 60% of Millennials report being open to new job opportunities, a stark reminder that companies failing to prioritize flexibility and well-being risk losing their workforce.

Introducing Optimize 60

This reflection is the driving force behind Optimize 60, a 60-day program I’ve designed to help you be intentional with your time. It’s about learning how to prioritize what matters most, get more done in less time, and create space for the things that truly enrich your life—whether that’s your health, your relationships, or time spent doing what you love.

For members of the Sandwich Generation, Optimize 60 offers tools to help you streamline productivity, set boundaries, and ensure your time is spent on what truly matters.

Life is finite, and time is our most precious asset. Let’s commit to using it wisely, focusing on what truly enriches our lives.

We are kicking off a new Optimize 60 group coaching program in March. I am looking for 10 people to participate in this new group program. To learn more about our Optimize 60 and the March group coaching program, email us at [email protected].