A socially responsible corporate and brand identity is crucial to capturing the hearts of Gen Z

In a time of elevated tensions and the emergence of cancel culture, corporate marketers need to take a stand if they hope to win the hearts of the 65 million or so Americans known as Gen Z. Recent research conducted by branding agency CBX —in partnership with sister agencies Cowan Shanghai and Lonsdale Paris—reveals that an astounding 80% of Gen Z respondents believe corporations and consumer brands have a responsibility to make the world a better place.

In her recent article for Ragan, CBX’s VP of Strategy Jaime Klein Daley suggests that Gen Z looks to corporations to affect change. “You don’t have to march in protests or accompany activists to the far North Atlantic to stop illegal fishing practices,” she writes. Instead, she advises brands to effect change within their own wheelhouses. For example, Tommy Hilfiger is activating its belief in “helping people help themselves” by offering size variations, clothing designed specifically for consumers with physical disabilities, and a line of nonbinary apparel.

How can you get Gen Z on board with your brand? Daley advises adopting a bold corporate voice that directly states your company’s intention to make the world a better place. Read the full article for more tips on what your company can do to win over America’s largest generation.