Engaging Generation Z through Corporate Social Responsibility
Vo, Minh (2019)
Vo, Minh
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019100319509
https://urn.fi/URN:NBN:fi:amk-2019100319509
Tiivistelmä
The main aim of this report was to determine what CSR is, the benefits it brings, the definition and characteristics of Gen Z, the influence of Gen Z to CSR. Today, the activities of corporate social responsibility (CSR) are recognized as more than one group of peripheral activities and are increasingly improved in the general business strategy of many companies. Although it is not a new concept, it is an integral part of the firm's sustainable business strategy. This way of thinking does not distinguish regardless of whether the business is big or small, the level of contribution to the community is more or less. Currently, there is a large number of businesses around the world that have moved from a purely profit-making organization to CSR-oriented citizen companies. It is an important factor for them besides business benefits.
In parallel with the development of CSR, the transition of customer generations is a continuous process. The next generation might no longer share the same language of conversation with the previous generation. While Generation X is no longer a dynamic consumer group, Millennials are still the majority of customers of many brands, generation Z (Gen Z) has also matured, stepped into the labor market, earned income and started spending. In Gen Z, businesses see unprecedented differences from all previous generations. They received a more comprehensive education, they better understood the global situation through the internet and cultural exchanges. So in this generation, they also have full knowledge and requirements about sustainable business activities going on around.
In parallel with the development of CSR, the transition of customer generations is a continuous process. The next generation might no longer share the same language of conversation with the previous generation. While Generation X is no longer a dynamic consumer group, Millennials are still the majority of customers of many brands, generation Z (Gen Z) has also matured, stepped into the labor market, earned income and started spending. In Gen Z, businesses see unprecedented differences from all previous generations. They received a more comprehensive education, they better understood the global situation through the internet and cultural exchanges. So in this generation, they also have full knowledge and requirements about sustainable business activities going on around.