Back in 2017, we wrote a “by the numbers” article sharing stats about what Millennials want from their employers. Finding a job within a socially responsible organization was a key career motivator, and studies revealed specifics around what that meant.
The world has drastically changed since then, but a desire for social responsibility has remained a priority for employees. So, we searched for updated stats and incorporated Gen-Z to highlight what job seekers think, feel, and want today.
Before getting into the updated insights, let’s take a look at what we found back in 2017:
Business as a Force for Positive Change (2017)
- 76% of millennials consider business a force for positive social impact
- 65% of millennials agree that businesses around the world behave in an ethical manner; up from 52% in 2015
- In 2015, 75% of millennials believed businesses “focus on their own agendas rather than considering the wider society.” In 2016 that number fell to 64%, and again dropped to 59% in 2017
- A rising number of millennials believe “their leaders are committed to helping improve society;” recording a compound annual growth rate of 8.1% from 2015-2017
CSR in the Workplace (2017)
- When asked who benefits the most from business-government cooperation, millennials are split among three groups; Businesses (28%), Citizens/Society in general (27%), Mainly Government (26%)
- Top 5 causes supported by millennial employers:
- Education, Skills & Training: 31%
- Unemployment: 27%
- Health Care/Disease Prevention: 21%
- Community Cohesion: 17%
- Environmental Protection: 13%
- Employers who empower millennial workers to support or contribute to purpose-driven initiatives while at work see significantly higher levels of loyalty (stay 5+ years), social optimism and business impact
- 77% of millennials have involved themselves in a charity or “good cause.” Of those involved, 40% follow or take active interest (e.g. Social Media), 30% actively volunteer/organize, 30% become members making regular donations, 23% raise money by sponsorship, organizing a collection, or by other means
DATA SOURCE: The 2017 Deloitte Millennial Survey, “Apprehensive millennials: seeking stability and opportunities in an uncertain world”
If Corporate Social Responsibility (CSR) was treated as a side-project or “nice to have” attribute, that’s no longer enough. It’s a common expectation today, especially among younger generations. For brands and employers alike, understanding how generational attitudes toward purpose, impact, and workplace values are evolving is vital.
In this updated article, we look at two influential cohorts – Millennials (born 1981-1996) and Gen Z (born 1997-2012) – to explore how their views on business, workplace, and social impact differ and align.
Business as a Force for Good (2025)
75% of Gen Z and 74% of Millennials want to see businesses communicate more about their sustainability and social-impact efforts. (Triplepundit, 2024)
64% of both Millennials and Gen Z consumers are willing to pay more for environmentally sustainable products and services. (Deloitte, 2025)
More than half of Millennials (59%) and Gen Z (56%) have consciously chosen products with sustainable packaging in the past six months, and 43% of all consumers surveyed said they’re willing to pay extra for a product with sustainable packaging. (Shorr Packaging, 2025)
In a 2024 study, Gen Z rated companies’ CSR (social, ethical, environmental, working conditions) more highly than Millennials did: Gen Z gave a score of 6.44/10 vs Millennials 5.99/10 (uoc.edu, 2024)
What this tells us:
Both generations expect more from businesses. Not just a product or service, but meaningful, transparent impact.
Gen Z often shows a stronger expectation of business purpose and impact than Millennials, reflecting the fact that they grew up amid discussion of climate, inequality, and social change from a younger age.
Even though cost pressures exist (inflation, cost-of-living), many still indicate willingness to pay a premium for sustainable/ethical products.
CSR in the Workplace
54% of Gen Z and 48% of Millennials say they and their colleagues are putting pressure on their employers to take climate action. (Deloitte, 2025)
46% of Gen Z and 42% of Millennials said they have or plan to change jobs, or even industries, because of environmental concerns. (Deloitte, 2025)
75% of Gen Z job-seekers wouldn’t work for companies that lacked strong CSR values. (Posterity Foundation, 2024)
88% of Millennials find their jobs more fulfilling when their employer provides CSR opportunities. (Double the Donation, 2024)
Gen Z employees are expected to outnumber Baby Boomers in full-time workforce and will comprise around 30% of the workforce by 2030. (Adobe Blog, 2024)
What this tells us:
For Millennials, CSR opportunities (volunteering, employer-purpose initiatives) have been tied to job satisfaction and engagement.
For Gen Z, the expectation goes even further. Purpose must be embedded, and misalignment with values is increasingly a deal-breaker in both employment and purchasing decisions.
Employers now must treat CSR not as an optional add-on, but as a core part of culture, recruitment, and retention strategies.
Implications for Brands and Employers
Putting together what the data shows, what should companies, brands, and employers do to remain relevant and credible?
Communicate with transparency. Both Millennials and Gen Z want clear, authentic communication about impact and sustainability. The “we’re doing something” is less meaningful than tangible progress and visibility.
Make purpose operational. CSR cannot sit in a silo. For Millennials, it boosted engagement. For Gen Z, it’s an expectation. That means integrate impact into employee experience, product design, supply chain, and brand story.
Employer branding matters. If 75% of Gen Z job-seekers won’t work for companies lacking CSR values, then companies that ignore this risk losing future talent.
Tailor segmentation thoughtfully. While overlaps exist between Millennials and Gen Z, there are nuances (e.g., affordability pressures, brand loyalty, digital fluency) that matter. Use generational insight to refine messaging, but don’t stereotype.
Conclusion
We began with Millennials driving the conversation around CSR and purpose. Now, Gen Z doesn’t just participate, they raise the bar. Businesses and organizations that want to remain competitive must adapt by communicating impact clearly, embedding purpose into everyday operations, and aligning brand and workplace culture with the values of these generations.
For over 40 years, we at MacKenzie have been empowering businesses with human-centered insights to understand, connect, and compete in an ever-changing world. From high-level strategies to ground-level tactics, our strategic approach can be tailored to help you thrive in 2026, and beyond.
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