By Phil Riggins, CEO and Founder, the Brand & Reputation Collective and Board Member, EACD Board member

I’m not sure what you’re hearing, but in my crowd, people are asking: given the current political climate, are corporate Diversity, Equity & Inclusion (DEI) initiatives and climate activism dead or on life support? Can and will companies throttle back on their commitments to do and be better when it comes to social and environmental issues? I’m here to tell you that the data say they’d better not.   

Our recent polling with Gen Z and Millennials in the US and the UK ⃰  shows that their expectations from corporations on these issues remain clear and undeniable. And they’re not shy about what they will do if businesses don’t measure up. For corporate communicators, the emergence of Gen Z and Millennials and their concern about social and environmental issues isn’t just a tremor that is starting to fade – it’s a seismic shift that signals the rise of an unstoppable force. Ignore it at your peril.


What they want
Gen Z and Millennials aren’t asking for the moon. But their demands cut deep into what defines a company today. The five things that matter most to them are: 

  1. Employee Well-Being is Non-Negotiable
    For over 70% of Gen Z and Millennials, the treatment of employees isn’t just a checkbox – it’s the bedrock of trust. Fair pay, mental health support, and inclusive workplaces are the baseline. 
  2. Action Over Empty Words
    Talk about saving the world? Great. Show measurable impact? Better. From addressing climate change to dismantling inequalities, they expect corporations to roll up their sleeves, get to work, and “provide receipts” that they are living up to their commitments. 
  3. Transparency Rules the Day
    These generations get an overdose of corporate speak on social media every day, and they won’t tolerate fluff. Be upfront about challenges, progress, and failures. Authenticity isn’t just appreciated – it’s required if you want to get their attention. 
  4. Purpose at the Core
    To them, DEI isn’t a fad; it remains an expectation. Over 75% say promoting diversity in corporate leadership and actively tackling inequalities are critical markers of a company worth supporting. 
  5. Climate Action is a Dealbreaker
    Over half believe businesses aren’t doing enough about the climate crisis. It’s not about pledges for 2050 – it’s about visible, tangible efforts now.
     

What happens if you don’t deliver
Here’s where it gets serious. Gen Z and Millennials are holding companies accountable like never before. They have the tools, the platforms, and the resolve to make you feel it where it hurts: 

  • The Power of Boycotts: Nearly half say they’ll stop buying from brands that clash with their values. And they won’t stop there. Social media gives them the megaphone to amplify their discontent, making a bad headline just the beginning. 
  • Employee Revolts: These generations don’t just want a paycheck – they want purpose. If they’re not aligned with your mission, they’re not just leaving – they’re calling you out. If their employer takes concrete action on social or environmental issues, they are more than twice as likely to say they would recommend that company as a place to work (66% vs 27%). 
  • Activism with Bite: From petitions to protests, they’re mobilising in ways that impact bottom lines and reputations – especially Gen Z, highlighting the likelihood that corporate activism remains a priority. Brands failing to act risk becoming the poster child for corporate apathy – or worse.

Your move
So, how should corporate communication professionals respond to this generational reckoning? Simple: Align where you can or get left behind. 

  1. Build a Culture of Purpose
    Define it, live it, and communicate it. Purpose is more than a PowerPoint slide -it’s the foundation of modern corporate strategy. 
  2. Deliver Transparency
    Talk about what’s hard. Admit what’s not working. Honesty builds trust, and these generations have finely tuned BS detectors. 
  3. Make Employees Your Advocates
    If your workforce doesn’t believe in you, why should anyone else? Invest in their well-being, and they’ll champion your brand in ways no marketing campaign can replicate. 
  4. Embrace Accountability
    Being scrutinised isn’t a risk – it’s the reality. The companies that listen and adapt are the ones that thrive. 
  5. Engage Relentlessly
    Stop talking at your stakeholders and start co-creating with them. To build trust, listen first. Collaboration isn’t just a buzzword – it’s the secret to enduring relevance.

The Bottom Line
Gen Z and Millennials continue to reshape the corporate landscape as consumers, stakeholders, employees, and leaders. They’re vocal, they’re mobilised, and they’re not lowering the bar because of what’s going on in the political arena. The question isn’t whether your company will adapt – it’s how you will do it in order to stay relevant. 

The message is loud and clear: Do better. Or they’ll find someone who will.

 

 ⃰ For the complete Purpose Pulse 2024 results and report, click here