Gen Z, millennials demand stronger corporate stance on social issues: survey

LONDON, UNITED KINGDOM — Majority of Gen Z and Millennials expressed their desire for companies to take a more active role in addressing social issues.
The Purpose Pulse 2024 report, conducted by Purpose Union, Root Cause, and the Brand & Reputation Collective, surveyed 1,638 young adults in the United Kingdom and the United States between April 25 and May 7, 2024.
Rising expectations for corporate action
Over half (53%) of Gen Z and Millennials now expect companies to take a stronger stance on social issues, such as race riots in the UK or abortion rights in the U.S. This marks a substantial increase from 39% in 2021. The survey also found that 58% of Gen Z and 49% of Millennials believe companies are falling short in tackling these issues.
Oliver Hodgson, founder and managing director of Platinum Live, attributes this rise to several factors:
- Immediate access to information
- Exposure to corporate engagement through media and social platforms
- Personal values shaping career and consumer choices
“Millennials and Gen Z have grown up with immediate access to information, and we’re constantly exposed to how companies engage with social issues through the media and social platforms. This has created an expectation for brands not to stay silent on matters that affect society,” Hodgson explained.
Diversity and inclusion in the workplace
The survey highlighted the importance of diversity and inclusion for Gen Z and Millennials when choosing employers.
Nearly three-fifths (57%) believe organizations must establish racial and gender targets, while over half (51%) feel businesses should actively promote diversity and inclusion.
Equity, Diversity, and Inclusion (EDI) initiatives are seen as trust-building measures by 62% of respondents. Interestingly, when asked why organizations should prioritize EDI policies, 26% said it is simply “just the right thing to do,” compared to only 8% who cited financial benefits.
Aligning corporate values with social expectations
The report underscores the necessity for companies to align their values and actions with the expectations of Gen Z and millennials, who increasingly prioritize companies that demonstrate a genuine commitment to societal improvement.
“Many of us consciously support brands that reflect our beliefs on things like social justice, diversity, and sustainability. With movements in these areas gaining momentum, we naturally expect companies to step up and align their actions with words,” Hodgson added.
Charline Merieau, a founding partner at Root Cause, urged companies to focus on “partnership and coalitions that work toward common goals,” while Phil Riggins, founder of The Brand & Reputation Collective, stated that purpose-driven action is essential for gaining the trust of this new generation.
HR experts, like Sarah Kerr of Adviser Plus, warn that failing to meet these expectations may lead to a talent deficit. They suggest that companies assess and update policies to attract and retain young talent.