Ignoring the younger generation may prove perilous for business

On a name awareness survey, the organisation scored extremely high – lots of people were aware of them.

However, when it came to favourability, their standing plummeted. They went from being near the top, down to the lowest quartile. The names they were keeping company with at that level were not ones they wanted to be associated with, to put it mildly.

The reason for the fall, I told them, was lack of purpose. Their brand was well-known, but what they stood for remained unknown. Others had fared a lot better because they made a point of saying what they did, how they did it, and publicising their values and beliefs. And not just wishy-washy blandishments – they stated how they benefited society. That finding was especially pertinent for the younger age groups.

This recent presentation came to mind while I was watching the climate protestors in London’s West End. It was early in the evening, and I was caught up in the mess. There they were, occupying Oxford Circus, the crowd growing ever larger.

By and large, they were young. Some were dressed in the uniform of the environmental activist, in combat trousers and tie-dye shirts or ones bearing earnest slogans. Some, but by no means all. What was noticeable too was that as what was euphemistically known as “rush hour” progressed – there was no rushing, the roads were jammed solid, and buses had been cancelled – they were being joined by more folk, of similar age, coming directly from work.

These additions were wearing sober office garb. Clearly, they supported the cause, but not so much that they were prepared to take time off or risk their jobs by committing themselves fully, and by being arrested. What won their approval was the purpose. Perhaps not the method, but the cause behind the protest was something they related to and applauded.

Looking at them, it was clear they were millennials. Meanwhile, affected nearby retail chains huffed and puffed about loss of footfall, sales, and profits.

If these businesses wondered why no one appeared to be listening, why their moans went unheeded, they could do worse than consult the latest annual Deloitte Millennials Survey. Each year, Deloitte polls 10,500 millennials – defined as those born between January 1983 and December 1994 – who hold degrees, are employed full-time, and work in large, private sector organisations. They also survey 1,850 “Generation Z” respondents, who are just entering the workforce.

Less than half maintain businesses behave ethically, and that business leaders are committed to helping improve society. They overwhelmingly feel that business success should be measured beyond financial performance. Deloitte says: “They believe business’ priorities should be job creation, innovation, enhancing employees’ lives and careers, and making a positive impact on society and the environment.”

But, when asked what their employers focused upon, they cite generating profits, driving efficiencies, and producing or selling goods and services – precisely the three areas they argue should have the least focus. “They recognise businesses must make a profit to achieve the priorities millennials desire, but believe businesses should set out to achieve a broader balance of objectives along with financial performance.”

Business does not fare as badly as politics. When asked whether certain groups – including leaders of NGOs, business leaders, religious leaders and political leaders – are having a positive or negative impact on the world, only 19 per cent of millennials believe politicians are having a positive impact. This compares with 44 per cent who feel business leaders are making a positive impact. And three-quarters regard multinational corporations as having the potential to help solve society’s economic, environmental and social challenges. Deloitte concludes: “These findings suggest millennials believe business has an imperative to become involved in improving society beyond creating jobs and generating profit.”

Within that context, nothing matters more to the young than climate change – it’s their future. Putting aside the manner of the demonstration, and the twisted logic behind calling for more action on climate change by forcing the scrapping of public transport, and causing long queues of vehicles with their engines running and exhausts belching fumes, there was no doubt both the sheer defiance and the support, especially among the millennials, was impressive.

The authorities recognised it too, and were left blindsided. They knew the cause had popular appeal, were conscious too how strongly it played among the young (they’d just witnessed strikes by schoolchildren, now this). At the same time, they could not agree with the tactic of defiantly breaking the law and causing gridlock, and bringing misery to commuters as well as to those hard-pressed retailers.

If they want to appeal to millennials, businesses need to get across climate change, to be seen to be doing their utmost to combat it, to publicise their involvement. They don’t have to, of course – it may not be something they believe in, they may be climate change deniers. In which case, they run the risk of alienation, of not being listened to, of not being appreciated. They should not be surprised if millennials and Generation Z members do not flock to join them.

At the very least, if they don’t want to turn-off millennials and Generation Z’ers completely, and they’re not prepared to fight climate change, they must be seen to have as part of their purpose a motivation that goes beyond purely making a profit, that is beneficial to the wider community.

Like or loathe the strategy, the protests in London, and in Edinburgh, with their attendant millennials, mark a vital moment. Business, dismisses them at its peril.

Chris Blackhurst is a former editor of The Independent, and director of C|T|F Partners, the campaigns, strategic, crisis and reputational, communications advisory firm