Make Way For Gen Z: Is Your Business Ready?

Make Way For Gen Z: Is Your Business Ready For You
Make Way For Gen Z: Is Your Business Ready To Be
Make Way For Gen Z: Is Your Business Ready For A
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Generation Z, more or less, comprises those who grew up deeply connected to technology, practically from the moment they became self-aware. Generation Z characteristics are interesting and specific; Generation Z features avid gamers and music-goers, and they are known for being ever-present messaging, on the internet, on social networks, and on mobile systems—they are truly the “Digital. Roughly speaking, Gen Z encompasses anyone born since the late '90s. And like all young people, Gen Zers have their own slang that mostly baffles older generations. But recently, one of their teachers made an effort to figure out what his students were talking about. Then he came up with a great way to enlighten other uncool old people. Generation Z: Why They Matter. Generation Z is entering the workforce and will soon account for over a third of the global population. 1 Some estimates say that in a few years they will make up a quarter of the global workforce. 2 Organizations that understand Gen Z and their drive and motivation will be well-positioned to ensure their successful inclusion within multi-generational workplaces. The best way to do this is by making sure your managers are fostering an environment of communication and collaboration on their teams. Include other Gen Zer in the interview process so they can.

While Gen Zers feel personally responsible to make a difference and 76% believe we will have made headway on important issues in five years’ time, 90% also believe companies must drive action on social and environmental issues.

Nearly nine-in-10 (87 percent) of Gen Zers are worried for the environment andthe planet, according to the 2019 Porter Novelli/Cone Gen Z PurposeStudy. The study, whichsurveyed US youth ages 14-22, examines this emerging generation’s expectationsof and attitudes toward company involvement in social and environmental issues —and the actions they are willing to take to positively impact topics they careabout.

“The events of the past year show the steadfast determination of Generation Z tomake their mark,” says Porter Novelli CEO BradMacAfee. “Thisresearch not only reinforces what we’re seeing in the marketplace, but also howcompanies can engage this generation that is so driven to change the world forthe better.”

Tired of the divisive narrative that has taken over the national news, 94percent of Generation Z believes our country needs to come together to makeprogress on important issues. In fact, 85 percent would rather focus on thepositive progress we’ve made rather than the negative.

This generation feels profoundly influenced by events that have impacted themdirectly in recent years. 86 percent say events such as the Stoneman DouglasHigh Schoolshootingin 2018 have made them care more about issues affecting them. This cohort feelsthey are the key to change moving forward. Nearly nine-in-10 (87 percent)percent are inspired when peers including EmmaGonzálezand GretaThunbergtake stands on issues; and just as many (88 percent) say their generation hasthe power to change the world for the better. And even up against increasinglyinsurmountable and urgent problems, Gen Zers remain hopeful — with more thanthree-quarters (76 percent) stating they believe in five years’ time, we willhave made advancement on important issues.

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While they feel personally responsible to make a difference, the vast majorityof Gen Zers (90 percent) follow the growing consumer trend of the past few yearsin believing companies must take action on social and environmentalissues— and they’re holding these organizations accountable: More than nine-in-10 (93percent) say if a company makes a commitment, it should have the appropriateprograms and policies in place to back up that commitment; and three-quarters(75 percent) will do research to see if a company is being honest when it takesa stand on issues.

Companies that demonstrate authenticPurposeto this astute demographic will be rewarded, as Gen Zers use Purpose as a corefilter in deciding which companies to associate with. LikeMillennialsjust before them, 83 percent of Gen Z considers a company’s Purpose whendeciding where to work and nearly three-quarters (72 percent) factor in acompany’s Purpose whenshopping.

“In the ever-increasing war for budding talent, companies must understand thatPurpose is a strong filter for Generation Z,” says Alison DaSilva, EVPPurpose & CSR at Porter Novelli/Cone. “Gen Zers are not willing to check theirvalues at the workplace door, so companies need to clearly communicate how theyare making an impact to appeal to this driven but discerning generation.”

Priority issues among Generation Z

While Generation Z feels unprecedented urgency around many pressing issues, theenvironment (26 percent) is the top priority that they want companies toaddress. This issue superseded poverty and hunger (19 percent), which led in2017, as the one issue they want companies to solve for. Other ranked issuesinclude:

Human rights (19 percent)
Economic development (14 percent)
Health anddisease(13 percent)
Education (10 percent)

When looking specifically at the hot-button issues of today, Gen Zers feelcompanies must do their part to solve a myriad of topics. Although environmentis a priority, it is not exclusive: Job creation (91 percent) is at the top of the list, followed by racialequality(90 percent), sexualharassment(90 percent) and genderequality(89 percent). Other topical issues include:

Climatechange(85 percent)
Religious freedom and tolerance (83 percent)
Immigration (81 percent)
Gun control (80 percent)
LGBTQ rights (74 percent)
Fake news (67 percent)

Notably, the research saw a significant jump among two specific topics: Thepercentage of Gen Zers who saw gun control and LGBTQ+ rights as priority issuesfor companies to engage around both grew roughly 15 percent from 2017 (from 68percent to 80 percent for gun control and 65 percent to 74 percent for LGBTQ+rights).

“As a generation that sees a school shooting every twelve days on average andthe rights of their LGBTQ+ friends become compromised, it’s no surprise they arelooking to companies to engage on and influence theseissues,”DaSilva says. “Gen Zers are seeing the impact of many of these issuesfirst-hand, and they are determined to change the course.”

Taking action for impact

Generation Z does not expect companies to go it alone; they’re willing to rollup their sleeves and participate. Around three-quarters of Gen Zers stand readyto support companies that care in a variety of ways, including: sharing theirpositive opinion about a company doing good (85 percent), buying a product witha social or environmental benefit (84 percent) and learning what they can do tomake a difference (84 percent). Engagement spans both on- and offline actions:

Volunteer (83 percent)
Sign a petition (82 percent)
Donate (81 percent)
Boycott/refuse to buy from a company (77 percent)
Research if a company is helping or hurting society or the environment(77 percent)
Share social or environmental information with social networks (77percent)
Take an online action to trigger a donation (76 percent)
Protest(67 percent)

Make Way For Gen Z: Is Your Business Ready For You

Social media as a change driver

Make way for gen z: is your business ready to be

As truly digital natives, Generation Z uses social media not only to learn aboutissues, but to make a meaningful difference. 91 percent say they use socialmedia to learn about and participate in issues they care about. They feel sowell-informed, in fact, that more than three-quarters (77 percent) say they knowmore about important issues than their parents or guardians.

This generation sincerely feels social media engagement can drive change. 80percent feel they can have an impact on issues by using social media, so much sothat 64 percent believe supporting issues online is more effective at making adifference than doing something in their communities. They view their engagementon their social channels as a powerful way to motivate others to care (35percent). They are less motivated by more self-serving reasons such as makingthemselves look like a good person (7 percent). Other motivations include:

It shows others what they care about (17 percent)
They want to be a part of the conversation about the world around them (15percent)
It shows they are informed (9 percent)

Over the past two years, Generation Z’s habits and preferred social mediaplatforms have changed. While Facebook remains relevant (61 percent vs. 66percent in 2017), it dropped in importance. Now Gen Zers are more likely to turnto YouTube (64 percent vs. 50 percent in 2017) as the priority channel, followedby Instagram (63 percent vs. 51 percent in 2017). Other channels include:

Snapchat (47 percent)
Twitter (38 percent)
Pinterest (21 percent)
Reddit (15 percent)
LinkedIn (9 percent)

Published Oct 23, 2019 2pm EDT / 11am PDT / 7pm BST / 8pm CEST

Sustainable Brands Staff