Generation Z and the Future of Primary Care: Motivators and Barriers in Austria

Background

Strengthening the primary care workforce is a key public health priority across Europe. In Austria, general practice faces persistent recruitment challenges. Understanding the motivations and barriers influencing Generation Z physicians is essential to inform workforce planning and policy development.

Methods

A narrative synthesis of 11 Austria-specific studies (2012–2025) on medical students, trainees, and early-career general practitioners was conducted. Studies were selected based on relevance to career choice in general practice. In addition, national physician registry data were analysed to compare age distributions between Primary Health Care Units (PHCUs) and traditional solo practices.

Results

General practice aligns with key preferences of Generation Z. Motivators include meaningful and diverse clinical work, continuity of care, and close patient relationships, as well as work-life balance, flexible working arrangements, and professional autonomy. However, structural barriers limit uptake. Financial disincentives, including lower income compared to other specialties and economic risks, remain central. Organisational challenges such as administrative burden, time pressure, and workload further reduce attractiveness. Limited exposure during training, weak interprofessional collaboration, and lower perceived prestige act as additional deterrents. Registry data show a younger age profile in PHCUs, suggesting that team-based and flexible care models better match expectations of younger physicians.

Conclusions

While general practice reflects many preferences of Generation Z, structural misalignments undermine its appeal. Policy efforts should focus on financial reform, reducing administrative burden, and strengthening primary care training. Expanding team-based models such as PHCUs is key to improving recruitment and long-term workforce sustainability.

Key messages

• Aligning primary care structures with Generation Z preferences is critical to ensure future workforce sustainability.

• Team-based models and targeted reforms can increase the attractiveness of general practice.