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.

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special reports 2020

How Millennial and Generation Z consumers, employees and activists are reacting to this year's events

APRIL 2020
As the UK economy prepares to emerge from lockdown, new research shows that consumers are likely to reward companies and brands they think have acted in a socially responsible way during the COVID-19 crisis.
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JUNE 2020
BAME people want social change and racial equality. They believe that companies and their leaders can make a real difference and they want to work for employers that take a stand on the issues that matter to them.

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.

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