It is not really cutting the benefits and wages that affect loyalty. Seeing my parent generation, they all understood that there were good and bad time in a com

It is not really cutting the benefits and wages that affect loyalty. Seeing my parent generation, they all understood that there were good and bad time in a company and that sometimes you needed to work for the greater good (of the company). The major difference, they had their job for life. Now you are a despised resource. If you are not in sales, you are a "cost center". A previous boss of mine, during a company meeting QA summarized it like that: "Q: Are you thinking about outsourcing our project X dev team ? A: There is no immediate plan, however we are a development company, and we are continuously investigating outsourcing opportunities to stay competitive." That is something that the new generation know very well: you current job is only training for the next one.