Does Gen Z Really Care?

Like many, many generations before them, Gen Z seems to get blamed for everything, from laziness and lack of motivation to addictive TikTok scrolling and the eventual downfall of mankind.

And while the TikTok scrolling thing may be undisputed, the truth is that, by and large, this generation isn’t lazy or unmotivated at all when it comes to the things they care about.??

Check out these eye-opening stats: 82% of Gen Z?have expressed concern about the state of the planet, and 72% have altered their behavior to diminish their environmental impact.

So, to answer the above question, Gen Z not only cares, it cares a lot.?

The Myth of the Apathetic Generation

Anyone born between 1997 and 2012 is considered Gen Z. This means that, at present time, their ages range anywhere between 12 and 27.?

This means that most—if not all—have essentially grown up on the Internet. While largely considered tech-savvy, Gen Z is no stranger to, shall we say, less-than-positive stereotypes.?

People say they’re apathetic, lacking in work ethic, and are self-centered.? But the truth is, these metaphorical barbs have been thrown at just about every generation that came before them.

The reality is that, if we do end up being saved before Mother Nature decides to wipe us off the planet, we’ll most likely have Gen Z to thank.

Need proof?

• 62% prefer to buy from sustainable brands.
• 73%?are ready to allocate additional funds for ethically sourced products.
• 56%?believe businesses should take responsibility for environmental issues.
• 72%?want companies to be held accountable for their environmental impact.

Does that sound like an apathetic demographic??

Gen Z's Passion for Purpose-Driven Brands

Because younger generations care so much about doing good, businesses need to pay attention.?

No matter how incredible your product or service is,? if you don’t show some corporate social responsibility—and that they can trust you to keep your word—they’re not only going to forego your products and services: They’ll forget about you entirely.?

Remember: “Relationships move at the speed of trust.”?

So, how can your business successfully leverage cause marketing to connect with Gen Z? Simple. No need to reinvent the wheel. Do what the pros do.?

Patagonia, for example, actively promotes sustainable practices. Nike uses athletes—like Colin Kaepernick—to advocate for social justice.?

The Rise of Social Media Activism

Content is king, but distribution is queen. In addition to having the right content, you need to be distributing it through the correct channels.?

And, in the case of Gen Z, this means social media. Thanks to social media's worldwide connection, it’s now easier than ever for people to get involved.?

For example, eco-activist (and Gen Zer) Greta Thunberg’s campaign to get the Swedish government to take action on climate change has sparked similar events and protests all over the globe, in large part due to her social media activity.?

Giving Back: Gen Z's Generosity

So, what is Gen Z doing to support the causes they care about? Lots, actually.?

In addition to spreading the word through social media, they also donate their time and skills, seeking out and working with the organizations they think are making a genuine difference in the world.

The charities leading the way in Gen Z engagement include the Trussell Trust, which?supports a nationwide network of food banks; and Mind, which is focused on mental health initiatives.?

3 Key Takeaways for Brands

So, how can your company reach the kids??

By emphasizing three things:

1. Authenticity: Gen Z can smell a phony from a mile away, so make sure there’s genuine alignment between your brand's values and its cause marketing efforts.
2. Engagement: You need to determine how to create meaningful interactions and dialogue with Gen Zers.
3. Impact: Use cause marketing to create a positive social impact and build long-lasting brand loyalty.

Don’t believe the hype: Gen Z indeed cares about causes and is eager to support businesses that do as well.?

If your business wants to utilize cause marketing to better connect with this generation and make a positive difference in the world, Do Good Points is here to help.?