Recently, the world witnessed the power and determination of Gen Z after they inspired over 1.2 million people in over 450 rallies in the U.S. (not to mention countless rallies worldwide) to march for gun control. Despite their young age, this generation is concerned about the state of our world, and 94 percent feel that companies should step up to address social and environmental issues. Now, one brand is harnessing this empowered group’s engagement to advocate for a variety of issues that matter most to them.
Coca-Cola launched the “Dear Future [Community] Challenge” inviting Gen Z and young Millennials to be changemakers and better their communities. The beverage giant has identified 15 communities across the U.S. where the company has bottling centers and other community stakeholders to partner with locals and address their concerns. Individuals ages 18-24 can submit proposals on how to strengthen these areas, and for residents outside those selected locations, there is a national competition. To help bring their ideas to life, winners will receive a $30,000 grant from the company as well as support and guidance from former Coca-Cola Scholar Foundation recipients and other community partners. Caren Pasquale Seckler, Vice President of Social Commitment for Coca-Cola North America, explains the engagement approach saying, “We really want to write the next chapter together with ‘Dear Future’ by engaging consumers and doing something together, [as well as] engaging all of our local partners in identifying all of the issues that are truly meaningful to them.” Coca-Cola is spreading the word with a “Dear Future” ad, which features employees and former scholars, as well as print, social and TV spots.
Today’s teens want to be involved in brands’ CSR efforts in a variety of ways from volunteering, to donating or signing a petition to help an important cause. And the issues that matter most to them range from gun control to job creation to women’s rights. By partnering with this socially conscious group of consumers, Coca-Cola can connect with them on issues that matter to them while simultaneously addressing important issues in the communities they operate in.