GenZ, sides of a target that you need to know! Ep3: Responsibility!
Responsibility is the third useful word for this series of episodes (Ep1: Digital; Ep2: Economic Crisis) on GenZ. Once again, the context helps us to get the full image of this generation full of sides, which have to be known!
The historical moment the GenZ is living in is crucial. In fact, it has inherited a world afflicted by evident environmental and sustainability problems. This generation is aware that resources are scarce and the GenZs are concerned about the impact of humankind on the planet, which is a difference in the way of behaving if compared to the past one. This is why the GenZs live in a sustainable way: they are careful when using plastic and polluting materials and embrace the philosophy not only of recycling, but also of reuse materials. In their purchasing choices, words like “natural”, “sustainable”, “organic”, “local” are common. Therefore, they try to directly contribute to the respect and care for the environment and consequently also to an economic system, which they hope to be as much sustainable as possible.
The attention they pay is not limited to their own “garden/landscape”, but is broad, inclusive and looks to the future. In fact, they have created a movement for the defence of the environment, precisely because they want our governments to make it a priority. It started with Greta Thunberg and ended up with the birth of the international student movement “Fridays for Future”. The GenZs make their voices heard, claim assert their rights and spread their values. It is no coincidence that someone speaks of them not only as Digital natives but Ecological natives.
Yet, this responsibility goes beyond the environmental responsibility, it is a more extended responsibility, we could say that it is a Social responsibility. They are a a multicultural generation for sure, who believe in fairness, tolerance, inclusiveness, respect, individuality and different possible ways of thinking. The GenZ believes that “different” is an added value, that, in fact, greater diversity is good and it is an enrichment for society. And once again, they fight and demonstrate for what they believe in: against “body shaming”, pro “gender equality”, which is also influenced by the increasingly established BLM and LGBTQI.
This generation is making a real shift with the past, trying to bring to light a more solid and conscious responsibility, a more authentic ethics and a fairer and more sustainable world.
Everyone, all the companies that will know how to list these values and ideals in their products, services, brands and communications, will guarantee the development and support of a Generation that is our future!
