1 June, London: New research into Generation Z in the US reveals that it’s time for businesses to ‘confess’ more openly that their sustainability and social programmes are designed to make them more money. 57% of those surveyed said they thought it was OK for businesses to make a profit out of making the world a better place.
The results show this first post-Millennium generation think that businesses have a responsibility to make the world a better place, and they will reward them for doing so. Nearly three quarters of those surveyed (73%) agreed that organisations should make ‘doing good’ a central part of their business.
“Generation Z feel a strong connection to businesses who are taking steps to put sustainability at the heart of their organisation,” says Andy Last, CEO at salt communications who commissioned the research. “Random CSR activity just won’t cut it for them. They are highly educated and globally connected, being the first generation to grow up with the internet, and clearly recognise the impact that businesses doing meaningful good can have on creating a better world.”