Deloitte research indicates that Gen Z is motivated by purpose and a brand's good global citizenship reputation. This only makes sense. Growing up in an era of rapid information dissemination, Gen Z was hyper-aware of global issues like climate change, social inequality and human rights abuses.
People of all ages and from all generations have become skeptical about companies' corporate social responsibility efforts. They want to make sure that their employer (or future employer) isn't just 'checking the box' but is following through on promises.
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