Gen Z activism

They recognize that there’s no guarantee that their efforts will have the intended outcome. Yet they still persevere to secure a future for themselves and those that follow.

Look how vocal Gen Z has been with climate change and racism. And it's just getting started. It's about to do the same thing with gun violence, drug abuse, and addiction.

Companies must proactively define what real progress looks like and follow that up with real actions. Nearly two-thirds of Gen Z respondents look for businesses with a genuine commitment to their values — and increasingly find that important in their employer. This will also ring true of the brands they will choose to support and the experiences to which they will devote their time.

Bubble graphic showing share of Gen Z who say it’s extremely or very important for employers to share their values by segment. 75% of Authentic Activists, 71% of Stressed Strivers, 60% of Secluded Perfectionists, 51% of Big Dreamers and 17% of Carefree Constituents think it is important to work for employer that shares their values.