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Brief Published: 30 Oct 2019

What are Gen Z’s Top Purpose-Driven Priorities?

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In the US, 88% of Gen Z (aged 10-24) think their generation has the power to transform the world for the better – according to the latest Gen Z Purpose study from US PR firm Porter Novelli. We highlight key findings from the report and decode the opportunities for brands to engage this socially motivated cohort.

  • Prioritising the Planet: In the last Gen Z Purpose study in 2017, poverty was the top issue for this generation. But now, the environment is the issue most youths want brands to address (26%), followed by poverty (19%) and human rights (19%). Though personally motivated, Gen Z wants to see companies get in on the altruistic act. Brands should address sustainability credentials to retain their support – see Reaching Eco Demographics for tips on how to eco-proof businesses targeting today’s tenacious teens.
  • Trigger Unhappy: Gun control is a growing concern for this group, rising from 68% seeing it as a priority in 2017, to 80% in this year’s survey. For more on what’s impacting this generation’s outlook, see Events & Concerns Shaping Gen Z’s Worldview.
  • Be Positive: Nine in 10 (90%) Gen Zers are frustrated with how negative – and divided­ – the US is on key political issues. To counter this, brands should emphasise social-good projects to attract the 85% of this demographic who prefer to concentrate on positive progress. For successful examples of how companies can achieve this, see Brands as Change Leaders and Aspirational Altruists.
  • Give Them the Chance: Some 83% of Gen Z in the US feel they can personally make a difference when it comes to the issues that are important to them. A huge 87% of this age group feel encouraged to take a stand, having seen peers such as Emma Gonzalez and Greta Thunberg speak up and create powerful movements.

To better understand the issues affecting this group, the causes that matter most to them, and ways to ease their concerns, see 10 Teen Causes to Watch.

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