Building a Social Impact Platform for Gen Z
The civic and social landscapes are experiencing a paradigm shift. Youth voter turnout in the 2022 midterm elections reached its second highest level in almost three decades. The United States elected its first Gen Z Congress member. And, employees are demanding their employers speak up and address pressing social issues.
A monumental reckoning is here.
Companies like yours understand that simply embracing the adage “this too shall pass” is not enough. Employees, consumers and other stakeholders expect a values-based approach to the workplace. If you’re reading this, it’s because you are part of the solution to some of the biggest challenges facing our communities, our country and our world.
You’re leading your company’s stance on and approach to social impact. That begins by asking the right questions. Start with, “what is my company’s point of differentiation when it comes to a social impact platform,” or “what can I do to rejuvenate an existing one?” One of the most common mistakes people make is answering these questions in a vacuum without consulting the right stakeholders.
It’s time to introduce an emerging stakeholder: Generation Z.
Did you know that 88 percent of DoSomething’s Gen Z membership say it’s important for brands to take action around a purpose? Furthermore, 62 percent say that they have boycotted a brand based on their values. This is not the moment to let your company fall asleep at the wheel — there are over 68 million Gen Z’ers in the U.S. and they are quick to make a decision about your company. Their growing purchasing power and social media influence make them formidable and not to be overlooked.
This starts with building a social impact platform inclusive of Gen Z. That’s easier said than done. Organizations need a social impact platform that not only aligns with company values, but is profitable, efficiently run, and engages the right stakeholders.
How on earth do you pull it all off?
DoSomething Strategic (DSS) believes that prioritizing the perspectives of young people when addressing some of the world’s most pressing challenges will lead to a multigenerational impact at scale. Companies like Gap, Nike, PINK, The College Board, Spotify and Feeding America have worked side-by-side with us to co-create strategies that engage and activate their Millenial and Gen Z stakeholders.
Why us? Here's the DoSomething competitive advantage:
The Niche: Illuminating Young People - DoSomething Strategic’s work captures the nuanced view of young people (under 25), the causes they care most about, and anticipates how they'll show up in the world–digitally and in real life. DoSomething has activated over 5 million young people during its nearly 30-year existence, so we have a proven track record and know what works.
The Secret Weapon: Data-Driven Insight - Unprecedented access to the raw and unfiltered perspectives of young people through DoSomething’s membership, and custom research to support your goals.
The Sweet Spot: Actionable Strategies: DSS moves you past awareness to deep engagement by aligning your young-people-centric, pro-social values to your business purpose and objectives.
Over the coming months, you’ll hear more from us about how companies like yours can and should create or reimagine your social impact platform — and then what you can do with that platform to create change and strengthen your organization's position in the marketplace.
Consider this article a precursor to more data-driven insights ahead.