What Gen Z Expects from Your CSR Activity
Gen Z has entered the workforce and they’re looking at a lot more than your company’s LinkedIn account. This generation is analysing your impact claims, questioning your corporate values, and deciding if your business is making a tangible difference in the world.
With *75% of Gen Z considering a company’s social impact when evaluating prospective employers, CSR has become a make-or-break factor in attracting and retaining the next generation of talent and customers. But what exactly do Gen Z’s want from your impact activity and – more importantly – how can your organisation rise to the challenge?
1. Less Promises and More Action
Gen Z have grown up with information at their fingertips and are master detectives who like to dig deep into the brands they support. Instead of PR photos or press releases; they want concrete proof that businesses are making a positive impact.
That’s why impact reporting is so essential. Demonstrating tangible CSR outcomes not only reinforces a company’s commitment to social good; it also builds trust and credibility with a generation that expects transparency and accountability.
Ask Yourself:
- Are we publishing clear, measurable updates on our impact?
- Do we include qualitative stories with our raw data to clearly illustrate the real-world impact of our CSR initiatives?
2. Meaningful Opportunities to Get Involved
For the next generation of professionals, CSR goes beyond where a company donates – it’s about how employees can participate. *92% of Gen Z workers engage in CSR programmes when given the opportunity, which shows they want to be part of the change, not just bystanders. They’re looking for:
- Workplace giving schemes that allow them can support the causes they care about
- Volunteer days that align with their skills and ability to support meaningful causes
- Employee-led initiatives, not just top-down campaigns
Gen Z doesn’t see social impact as just a corporate initiative. To them it’s personal; and businesses that enable them to engage meaningfully will ultimately foster a deeper sense of purpose and satisfaction within their teams.
Ask Yourself:
- Is our CSR programme employee-led or is it designed from the top down?
- Do our volunteering opportunities take into account the causes our employees want to support? Or, do they take on a one-size-fits-all approach?
3. Alignment with their Personal Values
More than *60% of Gen Z believe businesses have a responsibility to promote social equality; and nearly *45% have turned down employers that don’t align with their values. Therefore, it’s clear that if businesses want to attract and retain Gen Z talent, diversity, equity, and inclusion (DEI) must be at the core of their social impact.
Whether it’s providing flexible and accessible service opportunities, listening to the voices of the team, or supporting underrepresented communities, organisations that actively work to break down barriers through equitable CSR will not only ensure meaningful participation, they’ll earn the trust and loyalty of a generation that values fairness and representation.
Ask Yourself:
- Does our CSR activity cater the diverse needs and values of our team?
- Is our CSR activity genuinely aligned with our company ethos? Or, is it disconnected from our everyday business operations?
4. A Commitment to Sustainability
Environmental sustainability continues to be among Gen Zs’ top priorities, with *46% already changing or planning to change jobs based on environmental concerns and *25% reducing or concluding their relationship with businesses due to unsustainable practices.
Today, it’s no longer enough to make a vague pledge “net-zero by 2040” or announce your team is “going green.” Gen Z is demanding to see sustainable action in every part of a company’s operations, from supply chains to products.
Ask Yourself:
- Is sustainability embedded in every aspect of our business, from the employee breakdown to supply chains and product development?
- Are we empowering employees to contribute to our sustainability efforts through volunteering or eco-friendly initiatives at work?
5. Investment in Local Communities
Research shows that UK employees are 2x more likely to leave within 2 years if their employer doesn’t contribute positively to their communities. That means businesses need move beyond thinking about corporate philanthropy as just one thing; and focus on direct, long-term partnerships with the communities they serve.
Instead of one-off donations, Gen Z is looking for businesses to work with grassroots organisations, provide hands-on community activities, and ensure their CSR strategies reflect the specific needs of the areas where businesses operate, not just global causes.
Ask Yourself:
- Are we actively working with the communities our employees are part of?
- Do we offer employees opportunities to contribute locally, not just through financial giving but through time and expertise?
Now It’s Your Move
Gen Z is paying attention – to where businesses put their energy, resources, and influence. They want honesty, participation, and local impact – and they’re willing to walk away if they don’t see it. So, as you look to the future, ask yourself: Is our CSR programme ready to meet the expectations of Gen Z?
If you’re ready to build a Gen Z-approved CSR strategy, let’s talk! Our team of experts can help you assess new or existing programmes and equip you with tools you can use to report, measure, and amplify impact in ways that truly resonate with your employees, wider business, and communities alike!