A new USA based study from Porter Novelli/Cone confirms what you probably suspect about the Gen Z cohort. They see the problems of planetary health, social and environmental issues as urgent. They pretty much unanimously feel empowered to make a difference and believe that both positivity and collaboration are the go forward strategies to change the world for the better. They are civically engaged, but don't think much of politicians and they expect companies to play an active role in taking action on environmental and social issues. And they will do their research to find out who is taking action and act accordingly.
So, if like many people you are concerned about the so called 'fat, scared, rich, old white guys' who seem to be intent on making as much mess as they possibly can on their way out of power and down the steps to their graves, know that your children have their own backs.
Gen Z were born between 1997 and 2012 and they are the most ethnically and culturaly diverse group ever. They are turning out to vote and have a propensity to take action. Their resourcefulness to use the power they have, even at a young age is now seen most Fridays in most countries in the world. The Fridays for Future Strikes started by 16 year old Greta Thunberg and now with school kid leaders in every country in the world, is a clear view of the kind of capacity Gen Z have to galvanise. Gen Z are flipping the script on the way things are around here and creating their own rules. They are tired of negativity and feel we can all do way better if we get positive, look for action and collaborate. EIGHTY-EIGHT PERCENT OF GEN ZERS FEEL THEIR GENERATION HAS THE POWER TO TRANSFORM THE WORLD FOR THE BETTER, AND MORE THAN EIGHT-IN-10 (83%) FEEL THEY CAN PERSONALLY MAKE A DIFFERENCE ON ISSUES IMPORTANT TO THEM.MORE THAN THREE-QUARTERS (76%) OF GEN Z SAY THEY BELIEVE IN FIVE YEARS’ TIME WE WILL HAVE MADE PROGRESS ON IMPORTANT ISSUES.And they are making sure we are on our way, with school kids in their millions now turning out around the world, increasingly supported by adults - and the adults aren't just the kid's parents. Groups like Not Business as Usual are growing quickly and creating paths for companies to give employees the day off and put a stake in the ground for their own positions.
THIS HIGH PROPENSITY TO GET INVOLVED IS LIKELY BECAUSE GEN ZERS FEEL THE POWER OF THEIR ACTIONS. MORE THAN THREE-QUARTERS (76%) SAY THEY CAN MAKE AN IMPACT BY TAKING ACTIONS TO SUPPORT ISSUES THAT ARE IMPORTANT TO THEM. FOR THIS REASON, THEY FEEL WE’LL BE BETTER OFF IN THE FUTURE.
As a snapshot into the minds of Gen Z, albeit American, this is a great little report especially if you are a business looking at your audience psycho-graphic or a parent trying to better understand your children.