Those who want to communicate with Gen Z (born approx. 1997-2012) certainly need to be aware of their 24/7 behavior in social channels, the impact of influencers and extremely short attention spans when it comes to advertising. But also: All brand owners and marketers should really consider the impact purpose has on this generation's purchasing decisions.
Gen Z is 3X more likely to state that a company should aim to improve society and strengthen different communities, rather than "just" providing good products and services
They are more likely than ANY other generation to call on brands to make a difference by using their power and influence to actually make an impact on the big issues of our time
In Gen Z, as many as 48% base their purchasing decisions on a company's impact on the environment, and 44% on ethical grounds
In conclusion, we can agree that this target group is social, digital and value-driven. A whopping 85% of Gen Z say they are happy to share their positive perceptions of a company that does good. It is both important and valuable to let the purpose be the core, not a random activity, in business development!
(Sources: Cone/Porter Novelli, KAM Media, BBMG & Globe Scan)