Empowering Youth: The role of Gen Z in redefining company values
Salome Todua Climate Impact Analyst
The generational shift from baby boomers to Generation Z has always been observed in different behavioral contexts such as usage of technology, communication styles, forms of entertainment and many more. However, one of the most impactful topics that is still widely left out from discussions is the extend to which Gen Z has already transformed the common core values and expectations of humanity that are cornerstones of a sustainable future.
The new generation has emerged as a significant force to be reckoned with and it is becoming apparent that the generation’s fresh perspectives and solid actions have already reshaped the way that some companies operate. This article explores the trends and distinctive approaches of Gen Z observed inside and outside of responsAbility and how redefining companies’ values can empower youth.
Shifting core values
As previous generations mostly prioritized conservative success symbols such as status and wealth and neglected much of social and environmental consciousness, it has taken a significant toll on us as a society. As a consequence, it was the new generation’s turn to step up and take action against some of the outdated, yet deeply rooted unethical business practices. This transition between the two very different approaches has led to corporates demonstrating more responsibility and transparency in their day-to-day business.
Sustainability and accountability
It appears clear, that Gen Z feels a strong need to address pressing and ongoing social and environmental issues and therefore feels very drawn to the concept of sustainability as a whole. They have already exhibited change in daily patterns such as ethical consumerism, labor practices, diversity, inclusion and more. For example, Gen Z holds industries accountable for their business practices and impact and puts up a strong demand for transparency. This is well-reflected into actions such as willingness to only purchase from and support companies that truly align with their values (less environmental footprint, fair labor conditions, ethical sourcing etc.). As a result, more and more businesses have to reevaluate their supply chains, assess their real impact and change practices in order to meet the demands of the younger generations.
Building resilience
It should already be apparent that Gen Z shows a significance to become the key to building resilient communities. By advocating for addressing climate change, equalities (gender, age, ethnicity, etc.), and social justice, the generation is actively working on creating a better, resilient future. Gen Z has taken the lead in implementing measures and actions that drive a positive change. For example, Gen Z’s entrepreneurial spirit, commitment and passion towards technology have spurred the rise of start-ups that focus on developing solutions to combat climate change or promote circular economy. In addition, the on-going development of digitalization has simplified the ways to raise awareness and share knowledge about challenging sustainability issues. They leverage social media and other digital tools to educate and mobilize peers, amplify their voices and inspire change on a global scale.
responsAbility Corporate Initiatives
responsAbility strongly believes that empowering its employees and giving them the opportunity to be the voice of the company brings positive, long-term impact to its daily and broader work. Currently, there are two main corporate initiatives in place that reflect the core values of the company - NextGen and GDAG (Gender and Diversity group), each advocating different influential topics.
NextGen is a group of young people within responsAbility whose objectives of NextGen include accelerating career progress and personal development (Internal Development Goals working group), defining responsAbility's culture, promoting modern and sustainable work habits (4-day working week), sharing knowledge (monthly newsletter), improving communication and more. As a result of empowering a group of young people from different regions bringing unique perspectives to the table, NextGen has been able to take ownership of a series of new initiatives where the company has acknowledged the value of applying a fresh outlook brought by NextGen to its business.
GDAG, or Gender and Diversity group is an advisory group consisting of 4-5 people elected by the employees in every 2 years. GDAG has a clear objective of advising and analyzing policies and initiatives put in place to improve gender equality and diversity within responsAbility, as well as the overall performance regarding these topics. GDAG has been successfully publishing its annual reports since 2020 where they outline the year-to-year progress and give their independent opinion on how the company can improve its gender and diversity strategy.
Gen Z’s emergence has largely influenced the industry standards, values and expectations placed on companies and it is important to see them more than just a generation that is spraying paint.
For instance, fashion and beauty brands (Patagonia, VEJA, The Body shop, etc.) have prioritized environmentally friendly materials and transparent supply chains, ensuring fair wages and safe working conditions for their workers. Or tech start-ups like ClimateView that provide cities and organizations with software tools to visualize and track their carbon emissions, helping them set and achieve climate goals. And there are non-profit organizations such as The Ocean Cleanup that help remove plastic of the world’s oceans, showcasing how the issues are addressed in practice.
In the long run, businesses that resonate with Gen Z’s aspirations and encourage their values, will not only benefit the most but will also contribute largely to a more responsible and sustainable world.