How quality of life shapes relocation choices
A good job may open the door, but it’s often quality of life that closes the deal.
In our 2025 talent survey across European countries, practical lifestyle factors like healthcare, safety, cost of living, and housing topped the list of relocation priorities. The data shows that even when career opportunities are strong, these everyday realities shape whether someone says yes to a move, and whether they stay.
This is especially true for younger talent, who now rate safety just as highly as older groups, and for countries like Spain and the UK, where cost and healthcare are front of mind. Integration also matters. A welcoming and friendly local population ranked highly, reinforcing that belonging is just as important as living well.
Social values are beginning to show up in decisions too. Two-thirds of respondents said it was important that their destination aligned with their political and social beliefs. This matters more in some countries than others, but it’s a signal that employers and places need to look beyond economic indicators.
It is clear that a competitive salary won’t be enough on its own. Talent is placing just as much weight on quality of life and the best places are getting better at telling that story. For more insights like this, download your version of What Talent Wants below.
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Get insights from more than 650 European talents about how they find information on new career opporutnities, what they prioritize about lifestyle and how to influence where they move.
