Hope for a brighter future isn’t built into the collective consciousness of millennials and Generation Z in the same way it was for the baby boomer generation. According to Hartman Group’s Sustainability 2019 Report, many from these younger generations feel fear about the future and the state of the environment, and that concern fuels their attitudes about sustainability issues and corporate responsibility.
The expectations of these younger generations are changing what’s expected in regard to social responsibility, and for some businesses, the existing corporate social responsibility plan might not be enough. Millennials (those born between 1981 and 1996) and Gen Zers (those born between 1997 and 2012) feel it is their responsibility to step up and take action, but they are also expecting to see sustainability solutions enacted by governments and companies. This represents a shift in thinking from seeing individuals as primarily responsible for sustainable actions to seeing large companies and governments as the ones with the power to create sustainable solutions.
As consumer demand is increasingly being influenced by sustainably minded millennials and Gen Zers, companies would be wise to consider how their products and policies will be viewed by younger generations. These young people not only want a sustainable product, but they also expect the company behind the product to take a stand on social and environmental issues and back up those views with action.
This way of thinking is prominent. Cone Communications found that 94% of Gen Zers and 87% of millennials believe that companies should address urgent social and environmental issues.
The younger generations are also more dedicated than previous generations to investing in the changes they want to see. They are more willing to take a look at their own personal habits, and they more “consistently factor sustainability into purchase decisions.”
According to Cone Communications, 89% of Gen Zers say they would rather buy from a company addressing social or environmental issues over one that is not, and 92% would switch brands to one associated with a good cause, given similar price and quality.
Forward-thinking companies can stay at the top of their industry by recognizing and responding to the demands of the younger generations. Equitable Food Initiative provides a framework for establishing responsible and sustainable labor, food safety and pest management practices that are also good for the bottom line.
Shawn Hartley, owner and Vice President of Onions 52, an EFI-certified grower, said, “EFI has helped us maximize our efficiencies in all aspects of our program and work areas. The EFI model gave workers a voice and a way to share their ideas and helped us work together to implement improvements, taking an efficient operation and making it even better.”
EFI’s high-level standards lead the industry in guaranteeing fair wages and a work culture of dignity and respect for farmworkers. With farms certified in four countries in the Americas, the program is customizable and works across cultures and operation styles.
Growers who have become certified have seen a positive effect on farm efficiency while establishing higher levels of transparency and more socially sustainable practices.
“We are very happy with EFI. We view it like the Toyota production system for agriculture. When Toyota empowered their workers, they created efficiencies and productivity. If we can empower our extremely skilled workers, they will find that productivity so we can grow the pie and everybody – from the customer, the shopper, to the field worker, everybody – can win,” said John Farrington, Chief Operating Officer at Andrew & Williamson Fresh Produce/GoodFarms.
This year, millennials and younger generations account for 57 percent of the U.S. population. As the influence of millennials and Gen Zers grows, enterprising companies need to be prepared to meet the demand for products that align with modern sustainability values.
For more information about how EFI can enhance your company’s sustainability practices and corporate social responsibility plan, see equitablefood.org/efi-services.
