Introducing Wave IX of the Porter Novelli Purpose Tracker: Gen Z Joins the Social Justice Movement.
As we know, every generation is defined by the events that took place during their formative years. World War II. The Cold War. The Civil Rights Movement. The Vietnam War. The Dot-Com Bubble. September 11th. The Great Recession. For Generation Z, that moment is now.
Amid a global health crisis that continues to grow and an economic downturn of massive proportions, the Black Lives Matter movement has reached new heights – drawing attention to hundreds of years of racial injustice deeply embedded into the fabric of society. There’s no doubt this moment of trauma will be the defining moment of their adolescence.
Yet, Generation Z is not running away from the hard conversations, the tough work. This generation is ready to act and activate in the ways they see most effective. But they’re not looking to go it alone – Gen Z knows companies must “do the work” too.
In Wave IX of Porter Novelli’s Tracker series, we will be diving deeply into the motivations and mandates from this young group of leaders. This data will help business leaders understand this generation’s expectations when it comes to social justice, racial equality, climate change and more – and how to best engage them for action.
Meet Z in 2020 & read our full report here.