More than half of Millennials (classed as those born between 1981 and 1996) say they would work harder if they knew their organisation had a positive social impact, according to a report by Global Tolerance.
The paper Global Tolerance: The Values Revolution is part-based on a survey or more than 2,000 UK adults and in-depth interviews with business owners. It reveals that 53% of Millennial workers would work harder in the knowledge that the organisation they worked for was making a difference to other people.
Additionally, 62% of Millennials expressed the desire that their career should have a positive impact on the world. As well as internal factors the paper also suggests external pressure for organisations to be socially responsible corporate citizens.
More than two-thirds (68%) of those polled believe businesses, governments and non-profit organisations should be delivering more social and environmental change. Almost three-quarters are calling for more transparency across the board and 81% think there should be more accountability.
This concern for ethically driven business translates into the spending habits of consumers. Exactly half claim they prefer to buy products and services from ethical companies – with 31% willing to spend more for them.
In the paper’s foreword, Centre for Social Innovation Judge Business School, University of Cambridge executive director Dr Neil Stott noted that there has been a rise in virtuous organisations – but warned that for many “it’s skin deep”.
“The power of the millennial generation (and we would hope the ones that follow) in the Values Revolution should not be underestimated,” he said. “It is reminiscent of the post second world war generation who strove to make a better and fairer society through public action.
“This generation is even more empowered – with the rise of the Internet and a globally connected world. All sectors are expected to deliver more social and environmental change and work more collaboratively to tackle the global issues we face,” he continued.