Gen Zers (Born between 1997 and 2012) aren’t the “Millenial 2.0” generation – they’re charting a course of their own. Tired of how negative and divided our country has become, they’re looking to make a difference. According to research from Porter Novelli/Cone, they believe positivity is the go-forward strategy and are near-unanimous in their belief that we need to come together to make progress. They are looking to Purpose-driven companies to be partners in that progress and stand ready to take action. This is a generation that feels empowered to change the world for the better.
The online survey of 1,026 American Gen Zers found:
- Holding Companies Accountable: 90% believe companies must act to help social and environmental issues and 75% will do research to see if a company is being honest when it takes a stand on issues.
- Corporate Purpose Matters: 83% of Gen Zers consider a company’s purpose when deciding where to work and 72% consider purpose when deciding what to buy.
- Involvement Is Key: Around three-quarters of Gen Zers stand ready to support in a variety of ways — with specific actions like sharing their positive opinion about a company doing good (85%), buying a product with a social or environmental benefit (84%) and learning what they can do to make a difference (84%). They’re also willing to participate in more traditional activities like volunteering (83%) and donating (81%) in support of causes they care deeply about.
- Climate Change Is No Longer Invisible: The environment (26%) is the top issue Gen Zers want companies to focus on.