Labelling them as the new wave of ‘conscious consumers’, business consultant Josh Cote of EAW Consulting believes Gen Z view companies and businesses in a dramatically different way than any consumer before.
CSR (corporate social responsibility) lets companies reveal a new side to consumers, one that is more compassionate and evocative. Josh Cote believes now more than ever recruiters and business leadership must navigate CSR successfully to stay relevant with a portion of today’s workforce.
In addition to CSR, Cote has seen a growing trend of companies looking after their staff beyond the token gym membership to things like advice on dealing with stress, information about healthy eating – and organising active team nights out on the squash court. The view here is to try and build people up, and give 10 positives before dishing out a negative.
Gen Z are the demographic cohort after the Millennials, and 94% of them believe companies should take actions to address CSR, and critical issues that may not be relevant to everyday business operations.
“Gen Z aren’t too fond of companies who only think about themselves and not others. They will be far more likely to buy into the mission statement of a company if they can see community involvement, and meaningful ‘giving’ to try and make the world a better place,” states Josh Cote.
The business consultant states that this mantra applies to businesses of all sizes, and suggests entrepreneurs and SMEs can get involved through sponsorship, giving time or offering expertise to those who need it.
“Small businesses should view and utilise social responsibility as a differentiator to attract and retain top talent. Set up some giving impacts that align or relate to your industry or goals,” suggests Cote.
EAW Consulting is a London-based consulting firm, aiming to change the way people understand business. CEO Josh Cote has over 18 years of combined experience in the sales and marketing field, including coaching, training and consulting SME’s in both the US and UK.