Make an Impact

It’s not just the right thing to do, It’s the smart thing to do foR: your bottom line, your employees, & your culture.

“Brands will win the respect and loyalty of Gen Z by standing up for their authentic values and beliefs – not just chasing what’s easy or popular – and by using their influence to transform the issues of our day.”
— BBMG - The Gen Z Reckoning

73% of Gen Z consumers were willing to pay more for sustainable products while 91% of Millennials would switch brands to one associated with a cause, given similar price and quality.

83% of millennials say that it's important for the companies they buy from to align with their beliefs and values.

There is nothing inherently noble in neutrality. If given the opportunity, 87% of Millennials would buy a product with a social and/or environmental benefit.

“Gen Z is the least likely to associate trust with ‘not having made mistakes in the past’, indicating a willingness to prize authenticity, speaking out and impact over perfection.”
— BBMG - The Gen Z Reckoning

81% of Millennials expect their favorite companies to make public declarations of their corporate citizenship.

76% of 18-34 year-olds like when the CEOs of companies they buy from speak out on issues they care for.

47% OF GEN Z SAYS THAT BRANDS SHOULD SPEAK UP AND SPEAK OUT “BECAUSE IT’S THE RIGHT THING TO DO.”

Climate change/protecting the environment was the No. 1 concern for Gen Z, according to a recent Deloitte survey.

"It used to be that companies would align with charities that shared their same values. Now brands are taking these do-good values and baking into their corporate identities."
- Kirk Olson, VP of Trend Sights, Horizon Media

“Millennials often use their spending power to express who they are and cause-sumption makes it accessible.”
— Kirk Olson

62% of Millennials are willing to take a pay cut to work for a responsible company

49% of Gen Z and 44% of Millennials said that their personal ethics have played a role in their career choices.

Millennials are the largest generation represented in the U.S. labor force (35% of total). 76% will consider a company’s social responsibility stance when making employment decisions while 94% like using their skills to benefit a cause.

44% of Millennials have turned down a job offer because the company's values did not match their own. Nearly half, 49%, said they have rejected assignments at work because of conflicts with their ethics, and 56% have sworn to never work for specific companies because of the organizations' values.

“While Gen Z is ready to champion brands who show bravery on the issues that matter, they are also the first to call bullshit when they see it, especially when they see brands promoting their commitment to ‘doing well by doing good,’ while staying silent about the negative impacts at the heart of the business practices that make their success possible.”
— BBMG - The Gen Z Reckoning

Nearly three-quarters (72%) agree that public companies should be “mission driven” as well as focused on shareholders and customers.

A survey of 1,026 adults for Fortune by polling firm New Paradigm Strategy Group found that as many Americans (64%) say that a company’s “primary purpose” should include “making the world better” as say it should include “making money for shareholders.”

“Social responsibility is a critical part of proactive reputation management. And companies with strong reputations outperform others when it comes to attracting top talent, investors, community partners, and importantly, consumers.”
— Carol Gstalder, SVP Reputation & Public Relations Solutions, Nielsen