08/12/2021

Generation Z Wants to Know Your Mission

How to do more to highlight it

Even as members of Generation Z have little trust in institutions, they’re also optimistic about their ability to shape a better future. Sixty-two percent of Gen Z-ers say they have the potential to change the world, a figure that rose even amid the chaos of 2020.

Yet only 27 percent of employees strongly believe in their company’s values, and less than half strongly agree that they know what their organization stands for. One way associations can let Gen Z know that they have a partner in positive change is to highlight their missions and core values in their communications.

“You have to build a creative strategy on intention, purpose, and authenticity,” said Ellen Kim, founder and creative director of Graphek, an agency that works with associations and nonprofits to generate purpose-driven work. “We’ve asked ourselves, ‘What’s in it for me?’ as we think about what members want, but that question has shifted through the lens of Gen Z. Now the question we must ask ourselves is, ‘How does this impact everyone for the greater good'?”

Please select this link to read the complete article from Associations Now.