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Move over Millennials, the next generation are true social change makers

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As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better …

As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.

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  • The first real Gen Z (?) study that is pushing boundaries.Thank you.
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  • As marketers, content developers and parents, there is lots of reasons we need to know about the post Millennials...start here with this fun and hopeful read from The Sound!
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  • 1. GENERATION SOCIAL CONSCIOUSNESS: THE NEW ENTREPRENEURSHIP UNDERSTANDING A NEW GENERATION WWW.THESOUNDRESEARCH.COM
  • 2. SOCIAL CONSCIOUSNESS: THE NEW ENTREPRENEURSHIP Welcome  to  the  second  edition  of  The  Generation  Edge   Series,  our  new  monthly  magazine  exploring  the   identity,  values,  and  lifestyle  of  the  post-­‐millennial   generation.  This  month  we  explore  their  philanthropic   spirit,  social  consciousness,  and  entrepreneurial   attitude  towards  making  the  world  a  better  place.  It’s  a   feel-­‐good  read  so  dive  in... 02
  • 3. GENERATION greatest generation silentGENERATION millennial GENERATION BABY boomers GENX Due  to  coming  of  age  in  an   era  of  economic   opportunity  and  cultural   optimism,  ambitious   Millennials  have  been   de9ined  by  entrepreneurial   aspirations... But  the  next  youth   generation  is  rede9ining   success,  and  it’s  bigger  than   themselves.   Generation  Edge   is  con9ident...   APATHY SUCKS! 1901 to 1920 1920s to 1945 1946 to 1960s 1960s to 1980 1980s to 1990 1990s to present GENERATION greatest generation silentGENERATION GENERATION BABY boomers GENX !"#$%&$'&()*+$&,$-+#$)*$-*$ #.-$&,$#'&*&()'$ &//&.%"*)%0$-*1$'"2%".-2$ &/%)()3(4$-(5)%)&"3$ 6)22#**)-23$7-8#$5##*$ 1#9)*#1$50$#*%.#/.#*#".)-2$ -3/).-%)&*3::: ;"%$%7#$*#<%$0&"%7$ +#*#.-%)&*$)3$.#1#9)*)*+$ 3"''#334$-*1$)%=3$5)++#.$%7-*$ %7#(3#28#3:$ >#*#.-%)&*$?1+#$ )3$'&*9)1#*%:::$ APATHY SUCKS! 1901 to 1920 1920s to 1945 1946 to 1960s 1960s to 1980 1980s to 1990 1990s to present
  • 4. VS IALS G EN EDGE M ILLENNIAL SG M ILLENNIAL S Rather  than  prosperity  the  Millennials   experienced,  Gen  Edge’s  coming-­‐of-­‐age   reality  is  economic  recession  emerging   from  failure  of  the  “system.”  This  next   generation,  born  after  the  year  1995,   are  mistrusting  in  general,  but   particularly  of  promises  made  by  big   business  and  governments.  They  are   also  feeling  9inancial  pressure  earlier  in   life  and  they  don’t  have  the  hope  and   options  of  Millennials,  who  came  of  age   during  the  dotcom  boom. The  bright  side  is  the  emergence  of  a   reformist  Gen  Edge  that  experts  suggest   will  be  more  pro-­‐social  than  Millennials.   Academic  research  shows  the  recession   has  made  teens  more  likely  to   contribute  to  international  relief  funds   and  feel  it’s  “important  to  correct   inequalities.” THE RECESSION’S SILVER LINING “When  young  people  experience   hardship,  at  a  societal  level,  they   become  more  empathetic.”     Heejung Park, PhD candidate in Psychology, UCLA
  • 5. “We  believe  the  current  trend  in  changing  values  will  continue.     Youth  are  now  valuing  environmentalism.”   Heejung Park, PhD candidate in Psychology, UCLA “From  the  1970s  to  the  pre-­recession   years,  teenagers’  concern  for  the   environment  dropped.  Recession-­era   students  cared  more  about  others,   and  environmentalism  rose.”   Roberta Kwok, ConservationMagazine.org LEAN AND GREEN There  is  evidence  to  support  that  the   recession  has  made  Gen  Edge  more   green.    And  they  are  not  just  thinking   about  climate  change...Gen  Edge  is   taking  environmental  action.  Academic   research  also  shows  Gen  Edge  teens  do   more  to  save  energy,  bike,  and  use  mass   transit  more  often  than  previous   generations  of  young  people.     The Go Fossil Free campaign works closely with students to help provide them with training and support for their efforts toward divestment of university endowments from fossil fuels. The movement is student led.
  • 6. “Sustainability...  is  about  reclaiming   power,  reclaiming  their  future.     They’re  looking  at  what  they  can   do  a  local  level,  in  their  own  lives.   There  is  an  EDGINESS  to  that...” Dr. Sean Markey, Associate Dean, Faculty of Environment, Simon Fraser University
  • 7. GLOBAL GOODNESS Social  media,  globalization,  and   technology  mean  today’s  teenagers  are   exposed  to  what’s  happening  in  all   corners  of  the  globe.  Being  a  global   citizen  is  just  as  important  as  belonging   to  a  local  community.  Glocal  de9ines   who  they  are. Gen  Edge  can’t  escape  scary  news  of   disasters  or  con9licts  around  the  world,   but  being  connected  also  exposes  them   to  values  and  life  stories  from  cultures   and  peers  around  the  world  -­‐  with  no   borders  to  what  they  can  access  and   share. CONTEXTUAL FACTORS Inspired  by  a  family  trip  to  Africa,  Susanna   Manziaris  was  only  15  years  old  when  she   founded  GirlsHelpingGirls,  a  not-­‐for-­‐pro9it   organization  that  works  to  raise  the  status  of   women  through  education. “Even  if  they  come  to  kill  me,  I  will  tell  them  what  they  are   trying  to  do  is  wrong,  that  education  is  our  basic  right”   Malala Yousafzai
  • 8. GIVING BACK STARTS AT SCHOOL Social  enterprise  and  charity   involvement  is  increasingly  integrated   into  school  curricula,  so  Gen  Edge  is   more  likely  than  previous  youth  to   contribute  to  their  community  or  a   cause. Perhaps  even  more  importantly,   participating  in  community  service   appears  to  make  them  feel  good.  When   they  can  see  their  impact  and  feel  social   belonging,  they  are  likely  to  be  more   generous  with  their  time  and  energy. CONTEXTUAL FACTORS “It  changed  the  way  I  see  the   world,  and  made  me  expect   more  of  myself.”                                                                                             Studio H student, Bertie, NC Studio H is an in-school design/build class for 8th-11th grade students. Projects have included a farmers’ market pavilion, a shipping container classroom for a charter school, and farm stands for an impoverished agricultural community.
  • 9. GEN EDGE’S PARENTS AREN’T SUGARCOATING ANYTHING... AND THAT’S MOTIVATING Gen  Edge  kids  are  being  raised  by   Generation  X,  who  are  de9ined  by  being   realistic,  cynical,  and  independent.  Gen   X  parents  want  to  give  their  kids  the   tools  to  deal  with  the  harsh  realities  of   the  world  today,  but  they’re  not   protecting  them.   As  a  result  of  this  tough  love,  Gen   Edgers  are  responding  by  seeking   alternatives  and  challenging  the  status   quo.  Unlike  idealistic  Millennials,  Gen   Edge  wants  to  do  something!  Simply   believing  they  will  make  the  world  a   better  place  when  they  grow  up  won’t   make  it  happen.   CONTEXTUAL FACTORS “If  you  like  something,  go  out  and  do   it.  Don’t  like  it  on  Facebook,  do  it!”                 Haley, 15, Chicago “I  don’t  expect  life  to  be  easy  for  him,  but  I  think  I’ve   given  him  the  tools;  the  rest  is  up  to  him”   Gen Edge parent
  • 10. “All for one, and one for all” These  three  forces  have  nurtured  a  generation  of  youth  with  a  uniquely  interconnected  compassion.     While  Millennials  aspire  to  success  through  entrepreneurialism,  Gen  Edge  aspire  to  making  positive  change   through  causes  and  social  enterprise.   "They  are  joining  causes  on  Facebook.  They  are  planning  their  own  fundraising  events.  They  are   encouraging  their  friends  and  families  to  help  out.  They  are  embracing  the  traditional  ideal  of  giving   back,  but  they  are  Ninding  new  and  unique  ways  of  doing  so."   Heather Jack, Founder & President, The Volunteer Family The internet gives Gen Edge an unprecedented exposure to economic and environmental challenges around the world. The recession has generated empathy for hardworking neighbors, friends, and family struggling with unemployment, poverty, or health care access. Community-based opportunities at school show them happiness comes from contributing.
  • 11. KEEP  CALM AND  CARRY  ON NO THANKS, I WOULD RATHER RAISE HELL AND CHANGE THE WORLD
  • 12. Before,  “giving  back”  meant  giving  of   your  time  or  money.    Now,  it’s  ingrained   and  made  easy,  through... ETHICAL PURCHASING TOMS  -­‐  “With  every  pair  purchased,   TOMS  helps  restore  sight  to  a  person  in   need.  One  for  One.®” SOCIAL MEDIA CAMPAIGNS KONY  2012  -­‐  Viral  video  raising  public   outrage  over  Ugandan  war  criminal,   with  over  97  million  views  on  YouTube MICROCREDIT AND CAUSE CROWDFUNDING Kiva.org  -­‐  a  non-­‐pro9it  organization  with   a  mission  to  connect  people  through   lending  to  alleviate  poverty  with   individual  loans  of  as  little  as  $25 VOLUNTOURISM Global  Leadership  Adventures  -­‐  Teen   Volunteer  Abroad  Summer  Programs   and  Service  Trips  for  High  School   Students GEN EDGE HAS MORE WAYS THAN EVER TO GIVE BACK AND MAKE AN IMPACT TAKING ACTION
  • 13. Gen  Edge  don’t  have  to  wait  for  parents   or  the  government  to  make  change.  If   they  see  inequalities,  they  can  and  will   take  action  themselves.  A  shining   minority  of  Gen  Edge    leaders  are   ChangeMakers  who  start  a  social   enterprise,  charity,  or  movement  to   improve  a  problem  they  see  in  the  world  -­‐   this  could  be  in  their  school,  their  town,   or  across  the  world.  Instead  of  protesting   injustice,  Gen  Edge  ChangeMakers  have  a   reformist,  creative  vision  for  a  better   alternative. GEN EDGE LEADERS AREN’T JUST ‘GIVING BACK’..THEY’RE MAKING CHANGE TAKING ACTION “The  point  of  Rookie  Mag  is  not  to  give   girls  the  answers...but  hopefully   inspire  them,  to  give  them  the   permission  to  ask  their  own  questions,   give  their  own  answers.  We  want  to   help  represent  girls  in  a  way  that   shows  their  different  dimensions  and   insecurities.”           Tavi Gevinson, 15, Founder, Rookie Mag
  • 14. You  might  think  this  activism  is  driven   by  these  kids’  parents,  but  it’s  not.   These  ChangeMakers  aren’t  waiting  for   permission  from  anyone,  and   technology  means  they  have  none  of  the   9inancial  or  technical  barriers  that   would  have  existed  even  9ive  years  ago.   Internet  allows  them  to  research  and   build  a  case  for  their  cause  or  idea   Web-­development  platforms  are  free   and  require  little  technical  skill   e.g.  Wordpress,  Squarespace,  Tumblr Social  media  allow  messages  to  be   freely  and  widely  distributed  -­‐  a  virtual   megaphone!   e.g.  Change.org,  Twitter,  Facebook ADULTS OPTIONAL TAKING ACTION “I  noticed  trees,  and  I  realized  trees  are   designed  for  collecting  sunlight.  I  found   out  it  the  pattern  was  the  Fibonacci   sequence,  and  I  saw  I  could  use  this   toward  solar  energy.”                                                                               Aidan Dwyer, age 13
  • 15. While  arguably  small  in  number,   ChangeMakers  have  a  huge  impact  on   their  peers.   With  the  power  of  the  internet  and   social  media,  they  exert  positive  peer   pressure  on  followers  to  join  their   movement.   Gen  Edge  realize  you  need  both  parts  -­‐   people  to  lead  the  change  and  others  to   be  part  of  a  movement  and  spread  the   word.   “They're  blogging.  They're  tweeting.   They're  connected.  They're   inspiring  each  other  and  those   around  them.”   Louise Hodgson, Program Director, Undergraduate Awards POSITIVE PEER PRESSURE TAKING ACTION
  • 16. Even a small, local action can inspire future Gen Edge ChangeMakers around the world...because of shared pro-social values & access to technology inter net SHARE, LIKE OR FOLLOW FREE WEB DEVELOPMENT PLATFORMS & SOCIAL MEDIA CHANGEMAKER INSPIRATION AROUND THE WORLD
  • 17. PURCHASE POWER We  predict  Gen  Edge  will  be  more   engaged  by  causes  than  campaigns.   Their  increasingly  pro-­‐social  and   environmental  values  mean  they  want   to  exert  their  purchasing  power  to  do   good.   They’re  looking  for  brands  and  products   that  seamlessly  integrate  product  and   cause.  Don’t  complicate  things  by  calling   it  something  vague  like  sustainability  or   philanthropy...call  it  INNOVATION.  Call  it   a  pro-­‐social  CHOICE,  a  better  CHOICE. Just  don’t  forget,  pro-­‐social  brands  need   to  be  fun  and  sexy  too!     BRAND IMPLICATIONS Gap (PRODUCT) RED - Half the profits from sales go directly to the Global Fund to help finance AIDS programs in Africa with a focus on women and children.  Patagonia  Common  Threads  campaign   aims  to  reduce  consumption
  • 18. BUT BEWARE - GEN EDGE WILL ‘BUYCOTT’ & PROTEST Skepticism  is  their  starting  point  when   it  comes  to  big  businesses,  so  brands   have  to  prove  themselves  and  earn  their   trust.   Gen  Edge  will  notice  when  you’re  not   genuine  or  oppose  their  pro-­‐social   values...and  they’ll  tell  the  world. Demonstrate  integrity  by  choosing  a   cause  or  charity  that  aligns  with  your   brand  values  or  something  your  brand   is  already  related  to.  Make  a  link  that   makes  sense. For  some  brands  it  may  make  sense  to   partner  with  social  enterprises  or   charities  that  are  participating  in   schools  to  maximize  exposure  and  build   trust  in  youth. BRAND IMPLICATIONS With the Buycott smartphone app, shoppers can target companies with a boycott unless they change their position, or ‘buycott’ a company to show support.
  • 19. SUPPORT THEIR CAUSE OR SOCIAL ENTERPRISE Gen  Edge  ChangeMakers  are  more  likely   to  want  your  brand  to  support  THEIR   cause  or  idea,  not  vice  versa. Consider  ways  to  fund  the  ideas  and   work  of  ChangeMakers  via  grants,   crowdfunding,  low  interest  loans,  or   seed  funding  competitions. Pepsi  Refresh  Project  -­‐  Consumers  are   able  to  submit  their  own  funding  ideas   in  several  key  areas,  including  arts  and   culture,  health,  food  and  shelter,  and  the   planet.  Almost  two  million  people  "Like"   the  campaign  on  Facebook. Lush  Charity  Pot  -­‐  With  every  purchase   of  Charity  Pot,  Lush  donates  100%  of   the  price  to  grassroots  organizations   supporting  environmental  conservation,   animal  welfare,  and  human  rights. Aviva  Community  Fund  -­‐  $1,000,000   in  grants  is  awarded  to  ideas  to  create   positive  change  in  Canada,  with  a   preference  for  projects  supporting  at-­‐ risk  youth.   BRAND IMPLICATIONS
  • 20. “Tom’s  is  the  model.  I  want  to  create   an  idea  for  a  social  enterprise  like   that  one  day,  only  better” Shay, 21, Vancouver
  • 21. UNDERSTANDING A NEW GENERATION WWW.THESOUNDRESEARCH.COM THANK YOUinfo@thesoundresearch.com
  • 22. RESOURCES
  • 23. RESOURCES - Information SLIDE 4 http://www.southernct.edu/millennialforum-gen.html SLIDE 5 - Louise Hodgson (Program Director, Undergraduate Awards), “Gen Z wants to make a difference, Not a Profit,” 27 Sept 2012. http://www.huffingtonpost.com/louise-hodgson/make-differences-not- profits_b_1919251.html - Interview with Heejung Park, PhD Candidate in Psychology, UCLA, 26 Feb 2014 SLIDE 6 - Roberta Kwok, “Recession-era teens are greener,” July 12, 2013, http://conservationmagazine.org/2013/07/recession-era-teens-care-more-about-environment/ - Interview with Heejung Park, PhD Candidate in Psychology, UCLA, 26 Feb 2014 - http://350.org/press-release/after-initial-rejections-students-escalate-campaign-for-fossil-fuel-divestment/ and www.gofossilfree.org SLIDE 8 - The Malala Fund, http://malalafund.org - Ashoka Youth Ventures, “Stories of Change Vol. 2: Youth Making a Difference; Interviews with Youth Venturers” http://www.scribd.com/doc/22489379/Stories-of-Change-Vol-2-Youth-Making-A- Difference#download - Upworthy.com SLIDE 9 - “Youth Volunteering on the Rise,” Philanthropy Journal, 23 Sept 2009, http://www.philanthropyjournal.org/news/youth-volunteering-rise - We Day, http://www.weday.com/what-is-we-day/faqs/ - Project H, http://www.projecthdesign.org SLIDE 10 - The Malala Fund, http://malalafund.org - Ashoka Youth Ventures, “Stories of Change Vol. 2: Youth Making a Difference; Interviews with Youth Venturers” http://www.scribd.com/doc/22489379/Stories-of-Change-Vol-2-Youth-Making-A- Difference#download - Upworthy.com SLIDE 11 - “Youth Volunteering on the Rise,” Philanthropy Journal, 23 Sept 2009, http://www.philanthropyjournal.org/news/youth-volunteering-rise SLIDE 12 http://inthevortex.tumblr.com/post/26738840965/keep-calm-and-carry-on-no-thanks-id-rather SLIDE 13 - www.toms.com - http://www.hrc.org/viral - http://www.youtube.com/watch?v=Y4MnpzG5Sqc - http://www.kiva.org/about SLIDE 14 - Laura Lam, interview 25 Feb 2014, Sauder School of Business, University of British Columbia - http://www.wearepowershift.org/about - http://girlshelpinggirls.ca/about/ SLIDE 15 - “The Secret of Trees,” by Albert Maysles, Focus Forward Films, January 2013, http://www.focusforwardfilms.com/films/80/the-secrets-of-trees - http://www.dosomething.org/about SLIDE 16 - Louise Hodgson (Program Director, Undergraduate Awards), “Gen Z wants to make a difference, Not a Profit,” 27 Sept 2012. http://www.huffingtonpost.com/louise-hodgson/make-differences-not- profits_b_1919251.html SLIDE 17 - https://www.youthventure.org - http://www.hivyoungleadersfund.org - http://startsomegood.com - http://www.indiegogo.com SLIDE 18 - http://www.patagonia.com/us/common-threads/ - http://www.dosomething.org/teensforjeans - http://senatus.net/article/gap-product-red/ SLIDE 19 - http://revolutionfoods.com/about/ - http://www.labornotes.org/blogs/2013/05/adidas-caves-pays-garment-workers-what-they-re-owed - http://www.buycott.com SLIDE 20 - http://en.wikipedia.org/wiki/Pepsi_Refresh_Project - http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/Charities-Support - http://www.avivacommunityfund.org/search/grid
  • 24. RESOURCES - Images COVER http://nieniedialogues.blogspot.ca/2012_09_01_archive.html SLIDE 5 http://www.wired.com/images_blogs/business/2013/03/0513WIFFIPOM001_crop.jpg http://www.wikihow.com/Make-Money-for-Charity-As-a-Kid http://www.huffingtonpost.com/neale-godfrey/five-positive-money-lesso_b_2955857.html SLIDE 6 http://marilynch.com/blog/tips-for-tourists/personal-safety http://350.org/resources/logos/ SLIDE 8 http://parade.condenast.com/170557/parade/malala-yousafzai-the-bravest-girl-in-the-world/ SLIDE 9 http://www.kidskorps.org/2012/07/25/summer-volunteer-camps-a-huge-success/ SLIDE 10 www.purplemum.com/childrens-stylish-sunday SLIDE 11 http://www.girlshelpinggirls.ca SLIDE 13 http://pln.mulgrave.com/passport2socialgood/2013/09/17/join-the-me-to-we-geo-club/ http://cortneeloveeeee.blogspot.ca/2011/04/one-day-without-shoes.html http://www.womendeliver.org/updates/entry/catapult-the-exciting-new-crowdfunding-platform-for-ngos https://www.facebook.com/crowdrise?directed_target_id=0 SLIDE 14 http://pessimiss.wordpress.com/tag/tavi-gevinson/ http://rookiemag.tumblr.com SLIDE 15 https://www.flickr.com/photos/poptech/6269455144/ SLIDE 16 http://www.huffingtonpost.com/murray-rosenbaum/technology-distractions_b_4398694.html http://mashable.com/2014/03/09/dosomething-snapchat/ http://www.kidsrighttoknow.com/2013/04/rachel-parent-founder-kids-right-to-know-interview-on-global-news/ SLIDE 18 http://iwantthatlook.wordpress.com/2009/12/ SLIDE 19 http://www.jaina.org/news/145647/Minority-Status-for-Jains--Right-to-Freedom-of-Religion.htm http://fashionrevolution.org/ http://cequelesmediasnenousdisentpas.over-blog.com/2014/04/monsanto-grille-2-fois-chili-argentine-le-chili-celebre-le-triomphe-contre-la-loi-monsanto-et-l-accord-upov.html http://www.buycott.com/about SLIDE 20 http://hugitforward.org/news/hug-it-forward-featured-in-lush-times http://www.lsf-lst.ca/en/projects/youth-taking-action/competitions/aviva-community-fund http://geofflivingston.com/2010/03/09/pepsi-refreshcoalition-of-giving/ SLIDE 21 http://www.miratelinc.com/blog/toms-expands-csr-business-one-to-one-model-to-eyewear/