Digital Activism and Gen Z: The New Face of CSR
Digital Activism and Gen Z: The New Face of CSR
Corporate social responsibility (CSR) is not a new concept, but it is evolving with society's changing times and needs. Today, CSR is about donating money or resources to a cause and positively impacting the environment, human rights, diversity, and inclusion. And who better to lead this change than the generation that grew up with the internet, social media, and smartphones? Gen Z, or those born between 1997 and 2012, are the digital natives who are using their online platforms and voices to advocate for social causes and influence consumer behavior.
This blog post will take a fresh approach and explore how Gen Z shapes the CSR landscape through digital activism and what opportunities and challenges this presents for different sectors. We will also look at some examples of successful Gen Z-led digital CSR campaigns and how you can support and engage with them.
The rise of Gen Z as digital activists in the CSR landscape
Gen Z is the most diverse, educated, and socially conscious generation in history. They are also the most connected, spending an average of 10 hours a day online, according to a report by Common Sense Media. They use social media for entertainment and communication and for learning, sharing, and mobilizing around social issues. They are not afraid to speak their minds and challenge the status quo. They are also not loyal to brands or institutions but to values and causes.
According to a study by Cone Communications, 94% of Gen Z believe that companies should address social and environmental issues, and 89% would rather buy from a company that supports these issues than from one that does not. Moreover, 75% of Gen Z are willing to take action for a cause they care about, such as signing a petition, attending a protest, or boycotting a brand.
These statistics show that Gen Z is aware of the world's problems and willing to take action to solve them. They use their digital platforms and skills to raise awareness, educate others, inspire change, and hold corporations accountable. They are the digital activists who are driving the CSR agenda forward.
The power of influencers:
How does 24% of Gen Z purchase based on celebrity or influencer endorsements? One of the ways that Gen Z is influencing consumer behavior is through their trust and admiration of celebrities and influencers. According to a survey by Morning Consult, 24% of Gen Z make purchase decisions based on celebrity or influencer endorsements, compared to 11% of millennials and 3% of baby boomers. This means that celebrities and influencers have a huge potential to sway Gen Z's opinions and actions on social and environmental issues.
However, not all celebrities and influencers are created equal. Gen Z is savvy and discerning when choosing who to follow and trust. They look for authenticity, credibility, and relatability in their role models. They also expect them to use their fame and influence for good, not just profit. They want them to be transparent about their values, opinions, and partnerships. They want them to be advocates for causes they care about, not just endorsers of products they sell.
Some examples of celebrities and influencers who have successfully leveraged their platforms for social good are:
- Emma Watson: The actress and UN Women goodwill ambassador has been vocal about gender equality and women's rights. She launched the HeForShe campaign in 2014 to encourage men and boys to join the fight for gender equality. She also promotes ethical fashion and sustainable living through her Instagram account.
- David Dobrik: Dispo's YouTube star and founder has been using his influence to encourage his fans to vote, donate, and support various causes. He partnered with HeadCount to register voters for the 2020 US presidential election. He also donated $50,000 to Black Lives Matter organizations in 2020. He recently launched a $100,000 scholarship fund for undocumented students in collaboration with TheDream.US.
- Zendaya: The actress and singer has spoken about racial justice, mental health, and body positivity. She has supported organizations such as UNAIDS, Convoy of Hope, and The Trevor Project. She also launched her own clothing line, Daya by Zendaya, which includes all sizes, genders, and skin tones.
Fashion, beauty, and CSR:
Exploring the prevalent interests of Gen Z in fashion and beauty and how these sectors can drive CSR initiatives. Another way that Gen Z is impacting the CSR landscape is through their interest in fashion and beauty. These are two of the most popular topics among Gen Z on social media, according to a report by GlobalWebIndex. However, these are two of the world's most polluting and exploitative industries.
According to the United Nations Environment Programme (UNEP), the fashion industry is responsible for 10% of global carbon emissions, 20% of global wastewater, and 85% of textiles that end up in landfills or incinerators. The beauty industry is also guilty of generating massive amounts of plastic waste, using harmful chemicals, and testing on animals. Gen Z is aware of these issues and is demanding change. They are looking for fashion and beauty brands that are ethical, sustainable, and transparent. They are also willing to pay more for eco-friendly, cruelty-free, and socially responsible products. According to a report by First Insight, 73% of Gen Z are willing to pay more for sustainable products, compared to 68% of millennials, 55% of Gen X, and 42% of baby boomers. Moreover, 62% of Gen Z prefer to buy from sustainable brands, compared to 54% of millennials, 44% of Gen X, and 34% of baby boomers.
Some examples of fashion and beauty brands that are catering to Gen Z's preferences and values are:
- Reformation: The fashion brand known for its trendy and feminine styles is committed to sustainability and social responsibility. It uses eco-friendly materials, reduces its carbon footprint, pays fair wages, and supports various causes such as voting rights, racial justice, and animal welfare.
- Glossier: The beauty brand famous for its minimalist and natural aesthetic is also dedicated to inclusivity and empowerment. It features diverse models, celebrates individuality, and listens to customer feedback. It also donates to organizations that support women's health, LGBTQ+ rights, and Black lives.
- Adidas: The sportswear brand popular among Gen Z for its sneakers and apparel is also a leader in innovation and sustainability. It has partnered with Parley for the Oceans to create products made from recycled ocean plastic. It has also launched the Futurecraft Loop project, which aims to create a circular economy for sneakers.
Video gaming and CSR:
Delving into the hobby of video gaming among Gen Z and potential CSR opportunities within the gaming industry
A third way that Gen Z influences the CSR landscape is through their video gaming hobby. According to a report by GlobalWebIndex, 86% of Gen Z play video games on any device, compared to 79% of millennials, 66% of Gen X, and 48% of baby boomers. Video gaming is not only a source of entertainment and socialization for Gen Z, but also a medium for learning, expressing, and engaging with social issues.
According to a study by UNICEF USA and Drexel University, video games can help Gen Z develop critical thinking, problem-solving, creativity, empathy, and collaboration skills. They can also expose them to different perspectives, cultures, and realities. They can also inspire them to take action for causes they care about, such as climate change, human rights, health, and education.
Some examples of video games that have incorporated social and environmental themes and messages are:
- Minecraft: The sandbox game that allows players to create and explore virtual worlds is also a platform for education and activism. It has partnered with organizations such as UNICEF, WWF, and The Nature Conservancy to create content and campaigns that raise awareness and funds for global issues such as water scarcity, wildlife conservation, and disaster relief.
- Life is Strange: The adventure game that follows the story of a teenage girl who can rewind time is also a commentary on social issues such as bullying, suicide, homophobia, racism, and drug abuse. It has received praise from critics and players for its realistic and empathetic portrayal of these issues and its positive impact on mental Health.
- Assassin's Creed: The action game around the historical conflict between the Assassins and the Templars showcases cultural diversity and heritage. It has featured various settings and characters from different eras and regions, such as ancient Egypt, Renaissance Italy, colonial America, and Victorian London. It has also collaborated with museums and universities to create educational modes and resources that teach players about history and culture.
The future of CSR with Gen Z at the forefront
Gen Z is not only the future of consumers but also the future of leaders. They are the ones who will shape the world in the coming years. They are also the ones who will hold corporations accountable for their social and environmental impact. They are the ones who will demand more than just profits from businesses. They are the ones who will drive the CSR agenda forward.
As digital activists, Gen Z uses their online platforms and skills to advocate for social causes and influence consumer behavior. They are also looking for brands that share their values and vision. They are looking for ethical brands that are sustainable, transparent, inclusive, empowering, and innovative.
The question is: Are you ready to meet their expectations?