The Change Generation

Key takeaways

From likes to activism. Social media is becoming the go-to vehicle for achieving change, and Gen Zers are in the driver’s seat. They are 68% more likely than other generations to engage in issues they care about through social media and are over twice as likely to say it has shaped their beliefs on issues.

Work matters, but the world matters more. If employers do not share similar stances on issues or do not engage in them, Gen Zers are more likely than other generations to look elsewhere for jobs that better align with their values. In cases where the company doesn’t “connect,” young employees are likelier to be less engaged at work and to attend fewer work events.

Always-on activism. Activism spills into all aspects of daily life, affecting decisions on everything from whether to bike to work to where to invest. One in five Gen Zers say they would buy a different brand from their favorite if they found out the brand had a stance against the global issues they care about.

There is no one-size-fits-all type of activist. Gen Zers have an expansive definition of activism including everything from sharing posts on social media to conversations.

Keeping up with Gen Z

Use social media to show, not tell. By providing concrete evidence of real-world actions to address social issues, companies can show they are committed to making a positive impact and encourage others to follow their lead — and provide the receipts to back them up.

Provide clear labels and sustainability information. While lowering prices may not be an option for companies, there are other ways they can encourage sustainable purchases, such as providing clearer labels and more information about a product’s environmental impact.

Offer more opportunities related to social impact. Nearly two in five Gen Zers say having professional opportunities to affect critical issues would make them more engaged in all aspects of work life, from reducing employee turnover to increasing engagement in day-to-day work activities and attendance at work events.

Double the impact through matching donations. Matching employee donations is one way Gen Zers say employers can do more. More than 40% say they want employers to donate money or match their own contributions.

Consider naming a chief purpose officer. A growing number of businesses now have a dedicated C-suite leader overseeing purpose or sustainability. Gen Zers are more likely to consider buying from, working at, engaging productively with, and investing with companies whose missions align with their beliefs and values.