Millennials are striving to create a better and fairer world through their lifestyle and their power should not be underestimated. This is the key message from a new report published by Global Tolerance, a social change consultancy that helps organisations find, live and engage others in their values to become more successful.
The report, The Values Revolution, sampled 2126 individuals across the UK and found that 84% of millennials (those born between 1981 and 1996) consider it their duty to make a positive difference to the world through their lifestyle.
This ‘obligation’ felt by millennials does not only impact their consumer behaviour, 60% of millennials prefer to buy products or services from ethical companies, but it can also have a real impact on their career choices.
Two-thirds of respondents want to work for a company that makes a difference to the world whilst half said they would choose purposeful work over a higher salary. 53% of millennials said they would work harder in their current role if their organisation was having a positive impact.
Dr Neil Stott, Executive Director at the Centre for Social Innovation at the Judge Business School at Cambridge University, said: “The power of the millennial generation in The Values revolution should not be underestimated. It is reminiscent of the post Second World War generation who strove to make a better and fairer society through public action.”
Click here to read the full report