Develop CSR Strategies That Speak to the Younger Generations
In a year like no other, the pandemic has pushed new consumer trends to the surface and has also served as an accelerator for many that were already in play. These trends are the ones to watch, as they will have more staying power in a post-pandemic world.
For Generation Z, those born between 1997 and 2012, the pandemic has served as a force to cement their generational value for companies and brands that demonstrate a strong corporate social responsibility identity.
The most diverse generation yet, Gen Z is more than 66 million strong in the United States and makes up 40% of the population worldwide. The oldest in this generation are in their young twenties and have been among the hardest hit by pandemic job loss. This group saw their parents struggle through the 2008 recession and are coming of age during a time of intense social and racial justice movements in the United States.
These collective experiences are reflected in their consumer choices and brand preferences for companies that are making relevant real-world contributions.
A Generation Seeking Authenticity and Corporate Social Mission
Gen Zers’ desire for authenticity informs their purchasing decisions more than any other generation. They reject photo-edited ads and prefer advertising that features diverse, real people. They want to see good done not just generally but in ways that are relevant to the company. This group has a keen eye for follow-through and skepticism of corporate sincerity.
“Before, Gen Z were not willing to change because a brand did something off-message in terms of their social causes – but over the last twelve months, we’re now absolutely seeing Gen Z say [they] won’t buy from brands unless [they] agree with the social causes,” said Jason Dorsey, Gen Z researcher and author of Zconomy.
Studies show that ethical social mission is a high value for the majority of Gen Z.
A 2018 study by WP Engine found that 69% of Gen Zers are more likely to buy from a company that contributes to social causes, while 33% have stopped buying from a company that contributes to a cause with which they disagree.
A McKinsey and Company study confirms, finding 70% of Gen Z consumers try to buy from companies they consider ethical.
According to a First Insight report, 54% of Gen Zers are willing to spend an extra 10% or more for sustainable products, compared to just 34% of their Generation X parents.
Gen Zers’ buying habits are their way of sowing into a future that they want to inhabit. Companies that take CSR to the next level and weave their CSR efforts into a brand identity will gain the trust of this generation.
Reaching Gen Z in the Fresh Produce Industry
As employers of an often-vulnerable workforce, fresh produce growers have the opportunity to use company policies and programs to make a brand identity statement on fair labor conditions for their workforce and a safe, socially responsible supply chain.
The EFI Program provides assurance of fair working conditions and best practices in food safety and pest management for the fresh produce industry. EFI-certified growers find that program benefits reach beyond the assurance offered through compliance to the EFI Standards by also providing industry differentiation and a way to solve specific business problems.
Margaret Stuart, Senior Compliance Manager for Rouge River Farms, asserts that EFI adds social accountability to the company’s workers and processors, providing industry differentiation.
Manuel Rivera, Vice President of Fresh Cut for Alpine Fresh, Inc., calls the program “a social responsibility process and a production tool.” He credits EFI with creating a structure that provides a common ground for management and employees to collaborate. “EFI enables our workers at all levels to integrate their needs and issues into our system. It allows employees to solve problems.”
Find out more about how EFI can build lasting CSR strategies for your company. Contact Kevin Boyle at kboyle@equitablefood.org or visit equitablefood.org/efi-services.
