We’ve synthesized data from dozens of sources to explain how the newest generation to enter the workforce views purpose and impact in the context of their job and their company. Gen Z believes that one of the reasons business exists is to solve social problems. They want their own job to involve solving social problems, not just their volunteering time.
These trends bode well for businesses with a strong purpose, authenticity and a culture of impact, but also mean those companies who are just beginning that journey will need to accelerate — and fast! Gen Z will be nearly 30% of the US workforce in the next four years.
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