2019 Porter Novelli/Cone Gen Z

Purpose Study

Gen Zers are tired of how negative and divided our country has become. They believe positivity is the go-forward strategy and are near-unanimous in their belief that we need to come together to make progress. They are looking to Purpose-driven companies to be partners in that progress and stand ready to take action. This is a generation that feels empowered to change the world for the better. Are you ready to join them?

Key Findings Include:

  • Tired of the Negative Dialogue: 90% of Gen Z are tired of how negative and divided our country has become and 94% believe our country needs to come together to make progress on important issues.

  • Inspired for Action: 86% say events like the Stoneman Douglas High School shooting have made them care more about issues affecting them and 87% percent are inspired when their peers like Emma Gonzalez and Greta Thunberg take stands on issues.

  • Holding Companies Accountable: 90% believe companies must act to help social and environmental issues and 75% will do research to see if a company is being honest when it takes a stand on issues.

  • Impact through Social Media: 80% feel they can have an impact on issues by using social media, so much so that 64% believe supporting issues online is more effective at making a difference than doing something in their communities.

Register for the webinar here.

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