Gen Z doesn’t just want to join a cause—they want to belong to one that’s honest, inclusive, and making a real difference. They’ve grown up with the digital world in their hands and a unique social awareness, and they expect organizations to follow through with what they say. If you’re not leading with purpose and centered around your mission, they’ll notice and walk away. So what exactly does the values-driven generation expect from the mission-forward organizations they support and work for?
Lead with authenticity
Gen Z is sensitive to indications of inauthenticity, or a lack of follow-through. Demonstrate how your mission and values show up in real decisions behind the scenes, not just marketing.
Foster community and well-being
Create comfortable spaces online and in-person where everyone can feel seen and valued. Prioritize mental health and holistic well-being when navigating PTO, benefits, flexibility, and workload changes.
Show tangible results
Highlight measurable outcomes and real stories that reflect your mission. Celebrating successes and challenges builds confidence in your mission and motivates your team.
Prioritize inclusivity
Gen Z values organizations that are actively inclusive and socially aware. This is part of living your mission internally, not just toward your community. Treat your people well. Gen Z notices how you care for your staff, not just your cause.
Practice sustainability and social responsibility
As a generation who grew up with a sense of global awareness, Gen Z especially values organizations that go out of their way to make the sustainable (and often less-convenient) choice out of a social responsibility. Stewardship is expected, and cutting corners is a red flag.
Empower their voice
Invite your youngest team members into decision-making as co-creators. Create space for feedback and visibly act on it. Communicate to them that you specifically value their input, since they have an important perspective your team needs.
Be transparent
You will gain Gen Z’s trust when you embrace transparency. Honesty promotes confidence, prompting people to contribute to your cause. Set a standard of transparency for both finances and leadership. Share how money is allocated, who is in charge, and ensure consistent enforcement of values.
Meet them where they are (online)
Be present on the platforms Gen Z is on, including Instagram, TikTok, and YouTube, and speak in a tone that resonates with them. Make relatable, direct, and visually engaging content, and utilize Gen Z on your team in the process.
Offer purpose
Whether in full-time jobs, internships, or volunteer roles, Gen Z seeks opportunities that align with their values and develop their skills. Highlight leadership or career development opportunities. With this in mind, you can recruit individuals who are already a DNA match for your mission and culture.
As you seek to attract and retain your Gen Z crowds and candidates, remember that no person or organization can attain perfection. No organization meets all these standards perfectly, but neither do your Gen Z employees. Gen Z values the process of owning up to mistakes and efforts to continue aiming higher. Through the challenges and mistakes, you prove your values and commitment to your mission. With Gen Z in valued, active positions on your team, you will be propelled and challenged toward your mission to greater heights..
