The Generation of Forward Thinking

When it comes to a generation that thrives on individuality, it probably seems impossible to find some common ground. Though Gen Z is far from being a monolith, there are still a few things they seem to agree on across the board. Community. Exploring one’s identity. Having hard conversations. Taking direct action. The kids aren’t alright (and they're quickly becoming adults – their ages range from 9 to 24) but they’re going to be.  

What do the Zoomers want? How can you learn from their bold yet realistic view? What can your purpose-driven organization do to welcome the next generation of activists, leaders and workers? We asked. They answered —in an informal survey* as well as interviews that informed our Gen Z Report. 

The Priorities of Generation Z 

If every world leader was replaced with a 24-year-old tomorrow, the first change they’re likely to make would be improving the state of climate change. Their realistic (and often nihilistic) outlook means they understand, perhaps better than any generation before them, that all our other issues won’t matter if we don’t have a planet we can live on. Once the planet is stable, our survey respondents listed racial justice, education equity, mental health and LGBTQIA+ rights as their next most important issues. It's clear that equity is top-of-mind, sometimes even more than topics like gun violence or immigration reform. They are both the most diverse generation and the most well-educated. From greater inclusion for gender and sexual diversity to candid conversations about how racism affects every facet of life, they’re perfectly poised to create vast social change. 

Looking at how Gen Z advocates for these issues gives us a glimpse at our future. 37% of our respondents said that research and self-education were the best ways to show support, followed by attending protests and creating digital content. Interestingly enough, contacting one's local, state and federal representatives ranked second-to-last. This points to an interesting trend of how Zoomers might perceive the legislative process. With things like Black Lives Matter organizations, mutual aid groups and “Instagram activism” taking off in recent years, it’s no wonder Gen Z might prefer direct action. This trend also speaks to their view of community: forming tight-knit groups based on shared interests instead of proximity or background — no doubt due to the connective powers of the Internet. 

If we time-traveled to the day when Gen Z runs the world, it’s likely that we'll see large-scale reform across the American system of government and reflected in other nations as well. If Millennials were just barely able to achieve the American Dream before the pandemic, imagine how Zoomers must feel about their odds. This new generation will bring with them a new perspective on labor, education, work ethic and productivity to include more balance. They will also use their buying power and digital knowledge to push for equity more directly, making up for the lack of progress in the legislative and judicial systems. 

But some of the most interesting viewpoints come from our Zoomer’s responses to why they may not take action, or consider themselves to be an activist. In a nutshell, we heard that: 

• “The time and effort it requires out of my already busy life are not proportional to effect change.” 
• “Although I'm someone who is very socially aware and has a small part in calling attention to big issues and volunteering, I don't think I do enough to be considered an activist.” 
• “These things often have a severe negative impact on my mental health, due to how much hostility there is surrounding these issues.” 
• “The people making the rules will always put themselves and their kind first. It's life.” 
• “I'm too disorganized and cowardly to ever get started, even though I desperately want to make a difference.” 

Clearly, there are Gen Zers out there who are inspired by their peers but feel held back, either by ability or fear of backlash. While this may sound like an obstacle to change, this is also a huge opportunity for you to make a difference as a nonprofit, B Corp or purpose-driven organization. 

Supporting the most diverse generation 

How should you approach Zoomers with your content? Let us count the ways. 

1. Get real. This generation values authenticity and realism above nearly everything else. They’ve been known to thwart online campaigns in the past. Don’t try to be a part of the “in-group” or get too casual before you’ve been accepted, or it will come off as inauthentic. Just be honest and upfront first – you're a brand, talking to people, asking them to take action.  
2. Know your stance and start from within. On the same theme of authenticity, it’s a good time to refresh your values, mission and purpose as an organization and decide what conversations you’re willing to speak on. 90% of Gen Z believe companies should address social and environmental issues. If you work with sustainable fabrics, for instance, you should be ready to speak not only on climate change but also on labor standards and the diversity and inclusion policies of your organization. While you can’t speak for the rest of your industry, you can (and will be asked to) speak for yourself. Don’t forget that every member of your organization should also share those values and purpose – everyone needs to walk the walk. 
3. Lower the barriers to entry. If you’re a nonprofit or activist group, make sure that there are a number of ways for people to show their support beyond donations or big time commitments. Not only will this increase your accessibility (another hot topic for Zoomers), but you’ll be able to grow your supporter base and build loyal, close ties – something many Gen Zers value in purpose-driven organizations. Do you have a video that summarizes your cause? Can they share a hashtag or buy a sticker? Do you host Facebook or Instagram Live sessions to chat? All of these are great ways to encourage positive action from those who are low on time, energy and funds. 
4. Get creative with your inclusion. Don’t be afraid to find new ways to get engaged and make activism feel a little fun — Zoomers are very open to new experiences. Try things like livestreaming from a protest; hosting sign-painting parties; sharing reliable sources with engaging data; or creating an entertaining walkthrough video and script for how to contact elected officials. For instance, letting Gen Zers take over your digital platforms can be a great way to show that you are truly invested in what they have to say. 
5. Share the wins. Even though not every movement or protest is successful in the end, there are always baby steps made towards progress every day. Sharing the positives and creating a feeling of community is a great way to keep the momentum going. At the end of the day, fighting for a cause isn’t just about our collective problems – it's about creating collective joy and safety. 

This is only the beginning. We’re looking forward to the wild, chaotic and beautiful energy that Gen Z will bring to our world. If you’re ready to meet Zoomers where they are, check out our full Gen Z Report.

*Note: This survey was conducted by Black Sheep intern Christa Westheimer via MechanicalTurk as part of developing another potential project related to student activism. Though the responses were intended for a different research goal, the data provides valuable insight that expands on previous research conducted for the Gen Z Report. Written responses have been edited for grammar and spelling but are otherwise unaltered.