It wasn’t long ago when Gen Z logged onto the internet and created a social media account for the first time. For me, it was Facebook. 2011. I was 13 years old.

Then it was Instagram, Snapchat, then Twitter, the rise and fall of Vine, and the exponential growth of TikTok. I was raised, molded, and forged by a phenomenon that even adults older than me had just begun to get acquainted with. Through meme culture, the instant gratification of Instagram likes, and limitless access to information that would make a Victorian-Era child spontaneously combust, I learned not only how to write witty captions that captured the moment just right, but was also made aware of the many real social issues happening all around me.

At the same time that I was creating my first Tumblr blogs and Facebook statuses, companies and organizations were opening their eyes to the implications these platforms had for their businesses and how they conveyed themselves online. There was a new medium for organizations to advertise not only their products and services but the issues that companies themselves cared about.

Companies taking a stance on issues and having a clear set of values was nothing new, but the incorporation of social impact platforms as an extension of a brand’s voice online introduced a new way of implementing their corporate social responsibility (CSR) and environmental, social, and governance (ESG) goals. It was an easy way to kill two birds with one stone: pique interest in your organization while also claiming to save the world. Seems easy enough.

While the early approach of “donating X amount of [insert product good] for each pair purchased” ushered social impact into the mainstream, we now know that this alone is simply not enough for a consumer base that is hungry for meaningful change. As Gen Z continues to age into the workforce, we aren’t just looking for fancy job titles and a healthy salary. We want to know how the company we are investing our time into is taking action on the issues that are most pressing to us and speaking up in ways that move the needle forward. 

What does your social impact platform need to resonate with Gen Z?

Social impact platforms are an essential tool for Gen Z to support the causes that align with our interests and values. They provide a convenient and accessible way for us to take action, and an organization’s commitment to helping us do so speaks volumes. An effective social impact platform should operate both as an extension of your brand’s voice and as a useful employee engagement tool. Gen Z is hyper-cognizant and particularly keen on specific aspects of social impact, and it is important that organizations are utilizing their efforts in a way that both resonates and activates. 

Here are four things your social impact platform needs to grasp Gen Z’s short attention span:

Accessibility

In the age of non-stop scrolling and instant search results, anyone, at any time, can get involved in social impact causes that they care about. From low-lifts like reposting a graphic on Instagram or filming a thinkpiece on TikTok to time-intensive volunteer opportunities, the ability to get involved has never been easier. This is why you must ensure your impact platform is intuitive and has a low barrier to entry so consumers and employees alike can easily engage with the social impact initiatives you dish out. It’s also important to remember that fighting the good fight isn’t a one-person job. Partnering with local organizations increases both your accessibility and visibility to those unable to get involved in the digital space. Work with other organizations and businesses, as well as community organizations, to drive social change and make a greater impact together. When you find yourself overthinking what your next move should be, take a step back and think about what the easiest way for others to get involved would be. While we’re certainly not advocating for Slacktivism, oftentimes, the obvious idea is the right one. 

Patagonia’s Action Works initiative makes it easy for anyone to make a difference by connecting their customers to local environmental organizations and programs to get involved with. With an easy interface and a clear list of resources, Patagonia makes it extremely accessible for anyone trying to effect change in their community. 

Authenticity

It’s easy to use our voices and social media influence to start conversations and catalyze new trends. The challenge is finding relevance in a digital landscape where your audience switches its focus at the drop of a dime. That’s why showing up authentically is the best way to ensure your message is well-received. Perception is everything. Your social impact platform needs to have a connection to your organization’s mission and your audience. There are a million and one companies involved in every cause under the sun, but leveraging your specific connection to a cause improves your brand authenticity and increases your credibility as an agent of change. Use social media to spread awareness about your CSR campaigns (duh), but recognize it’s essential that how you show up matters. As digital natives, Gen Z knows when companies aren’t showing up as their authentic selves online. 

Think of ice cream giant Ben and Jerry’s, who have become famous for injecting their social impact stances into the conversation through the launch of products and a digital outspokenness not rivaled by many in the field. They’ve cultivated a true humanness in their brand that allows consumers to participate in their initiatives by simply buying a product. Doing good while eating good. What’s more authentic than enjoying a pint of ice cream?

Boldness

As a company, you can’t be afraid to make noise or cause ripples. If evolving societal norms have taught us anything in the past several years, it’s that (most of the time) all press is good press; and capitalizing on moments to amplify your convictions is essential. You can’t be afraid to think bigger, think bolder, think… what’s another word that starts with B? Boisterously! It’s important to remember that 77% of consumers are motivated to buy from companies making the world a better place. The market responds well to organizations taking a firm stance on issues they care about, so don’t be afraid to go there when evaluating how to market your impact campaigns. Silence is costing you more in impressions and engagement than any bold campaign will cost you in sales. Speaking up with purpose grows brand loyalty and fosters a sense of community through engagement. It’s good business and the right thing to do. So, speak up! And do it often. 

There’s no impact platform quite as bold as what we’ve seen from Patagonia in recent years (we’re mentioning them twice because they’re just that good). Just think of the headlines made when their CEO pledged the entire company’s worth to combat climate change, or when they sued the President of the United States to defend a national monument. They went there! And it paid off.

Measurability 

Gen Z has an interesting relationship with money, businesses, and time. Our childhoods were stained by the Great Recession and our early adulthoods are occurring at a time when others’ extravagance is easily showcased online. Giving our money and time to initiatives is a crucial decision that we don’t take lightly. Gen Z uses their spending power as an extension of our voices and we are weary to throw our money at things we cannot grasp. It’s up to you to ensure your initiatives have a clear objective and a streamlined way to measure impact. Sharing frequent updates on the impact of your efforts and regularly measuring and reporting on the numbers related to your work is a surefire way to build your brand’s credibility in the eyes of Gen Z. This generation values their time above all else, so knowing our time is well spent is a huge double thumbs up. Show us the real, tangible impact being made through the actions and initiatives supported by your platform and you’ll be sure to get buy-in from us youngins. 

Procter & Gamble has a good grasp on measuring the impact of their platforms through their Children’s Safe Drinking Water Program. For almost twenty years, and through a diverse network of partners, P&G has provided more than 20 billion liters of clean water to people all over the world. These efforts are documented and displayed in an easily accessible map that helps consumers visualize the impact of their efforts. What a great way of showcasing the actual work they’ve done!

I’ve gotta commend you on your willingness to make the changes necessary to maximize your social impact efforts. What you implemented last year may already be behind the curve as more and more organizations step up as changemakers. That’s why DoSomething Strategic uses research to keep its finger on the pulse of the attitudes and needs of the most socially conscious generation yet by interacting with and serving over 5 million young people. For your social impact platform to not only succeed but truly thrive as an extension of your brand, you must appeal first and foremost to the 70 million members of Gen Z living in the United States alone.

The attitude that Gen Z has towards organizations can be simplified in two simple words: do more.