Gen Z concerned about Earth's future, not just theirs

If the pandemic has tought us anything, it’s that competiting on salary alone is not enough to stand out in today’s talent market. Employers must show they care about their workers, offering flexible and hybrid scheduling to help promote work/life balance, as well as creating a supportive company culture.

The youngest generation of workers wants employers to go a step further and show they care not just about their employees but the environment. Gen Z workers are increasingly looking at an employer’s committment to the environment and social impact when considering career opportunities, and employers looking to attract these workers need to step up and deliver.

But where to start? Casey Welch, CEO of Tallo, recently shared some insights with BenefitsPRO on how employers can make a statement that catches Gen Zers’ attention.

Why is Generation Z fixated on pursuing a career that makes a positive impact on their environment?

There are a few reasons why, but for starters, Gen-Z wants to do work that aligns with their values more so than any generation before. They don’t just want a job that pays the bills. Rather, they want to find personal fulfillment in a job that is important to them. At Tallo, we’ve found that in the past year it’s become increasingly important for early talent to find a job that’s personally fulfilling (69%) and because of that, it’s imperative that companies take their social impact strategies seriously.

Furthermore, Gen Z has experienced unique challenges during the turbulence of 2020 and 2021 that contribute to their concerns about the environment. In addition to witnessing the devastating impacts of some of the most intense heatwaves, floods, storms and wildfires, the coronavirus pandemic has also taught this generation that our world, including our economic well-being and livelihood, can be overturned at any moment in ways we cannot control. It’s no surprise that these events have led to an increasing demand on companies to reduce the negative impact on the environment/combating climate change from this generation.

How can companies promote green initiatives into their recruiting strategies?

CSR is a broad topic, so it’s often tough for companies to know where to begin. However, in both past and recent surveys, Tallo found that 68% of Gen Z feels it’s important for an employer to support a cause that they are passionate about and minimizing negative impact on the environment/combating climate change took top spot on the list of causes it wants companies to take seriously.

So, understanding which initiatives are most important to early talent is the first step. After that, it’s all about finding realistic ways to make those initiatives part of your company’s culture and values. Integrating green initiatives into recruiting strategies should be a by-product of a company’s commitment to do the right thing–not the other way around. This is where a lot of companies fall short.

There is no shortage of sustainability targeted recruiting in which a company promotes itself as environmentally friendly without adopting legitimate sustainable strategies to back it up. Gen Z can see right through that. That’s why the best way to integrate any social impact strategies into the recruiting process is through transparency. Be honest about where your company’s at with its initiatives and where you want to go. Set goals and reach them. If you truly care about making the world a better place, early talent will find that valuable no matter how far along you are in the process.

What role does CSR play in keeping Gen Z employees engaged at work?

This goes back to the fact that Gen Z is passionate about doing work that matters and about creating a meaningful life for themselves. In our latest survey, we found that 79% of Gen Z values making a difference in the world over making money. That’s a big deal and it’s why CSR teams are critical for attracting and retaining the next generation of talent.

In addition to CSR programs, Gen Z still wants the basics covered when it comes to staying engaged at work. Fair pay and solid benefits are just as important to Gen Z as past generations and should be given equal attention alongside social impact initiatives. In a previous Tallo survey, when Gen Z was asked what was most important in keeping them at a job, financial stability was number one, followed by company mission/purpose and career advancement. In addition to that, we found that the majority (51%) of the future workforce plans to stay at their future employer for 3+ years which is more than 3x the average for millennials. It’s fair to say that as long as Gen Z is given an opportunity to do work that matters alongside opportunities for professional growth and development, they will stay engaged and eager.

Can you share some examples of companies actively changing their goals to mirror Gen Z’s interest in green initiatives?

Almost every company nowadays has a list of green initiatives, because CSR isn’t just something that Gen Z is interested in, it’s something it demands. Most notable is Google, which recently announced it is eliminating its entire carbon footprint with plans to operate solely on 24/7 carbon-free energy by 2030. Some of Google’s other green initiatives include $5,000 subsidies for employees buying hybrid cars, company dining facilities that serve organic, sustainably sourced foods and donations to charitable organizations that fight global warming.

Toray, a Tallo partner, has made sustainability part of its mission and by committing to delivering innovative technologies and advanced materials without negatively impacting the environment. Toray publicly supports global sustainability efforts that help tackle issues like climate change, water scarcity and pollution.

Other examples include those companies who have been forced out for their inability to meet Gen Z’s demands, particularly in the retail world. “Fast fashion” brands that have prioritized cheap materials and mass production over sustainable sourcing have begun to falter. Gen Z is not only turning away from unsustainable brands but is embracing and willing to pay more for sustainable products. Those companies who fail to change will ultimately fall behind.