How Millennial and Generation Z consumers, employees and activists will shape the world in the years ahead
The findings of the Purpose Pulse 2020 present an opportunity for companies to drive social and environmental change as well as business performance, simultaneously.
These findings should also hopefully challenge current approaches to demonstrate social purpose in a world that is being shaped by Millennials and Generation Z.
There are significant implications for how companies engage with this agenda and younger generations.
How Millennial and Generation Z consumers, employees and activists are reacting to this year's events
This report is based on an online survey of 1,919 Generation Z and Millennials in the UK (n=951) and Germany (n=968). In total, we interviewed 507 Generation Z (those aged 16-22; born between 1998 and 2004) and 1,412 Millennials (those aged 23 to 39, born between 1981 and 1997). The interviews were conducted December 4, 2019 - January 7, 2020. The margin of sampling error for the entire sample of 1,919 is +/- 2 percentage points and for Generation Z and Millennials it is +/-2 and 3 percentage points, respectively.