For Gen Z and Millennials, “what do you do?” isn’t nearly as important as “why do you do it?”
If your brand, company, or cause can’t answer that clearly, you’ve already lost them.
For younger generations, purpose isn’t a side benefit, it’s a core filter for how they decide where to work, what to buy, and who to support.
This shift isn’t theoretical. It’s visible in the data:
According to Deloitte’s 2025 Gen Z and Millennial Survey:
- 92% of Millennials and 89% of Gen Zs say purpose is critical to job satisfaction
- More than 60% say they have actively avoided working for or buying from companies that don’t align with their values
- And nearly half say they feel pressure to make choices that have a positive impact on people and the planet
In short: purpose is no longer optional.
It’s how they measure you.
- Purpose drives decisions but it must be lived, not marketed.
Gen Z and Millennials can sniff out fake purpose instantly. They want real proof, not vague taglines or mission statements that don’t translate to action.
Implication: Show them what you stand for and what you’re doing about it. Consistency between words and actions builds credibility and loyalty.
- They want to co-create meaning, not just consume it.
Younger generations expect to play an active role in shaping what purpose looks like in all aspects of their life. At work, in culture, and with the brands they engage with.
Implication: Invite participation. Give your community ways to contribute, shape, and influence your purpose in tangible ways. That turns engagement into advocacy.
- Purpose must intersect with identity.
These generations don’t just support causes, they support causes that align with who they are. The most powerful brands are mirrors, not billboards.
Implication: Make sure your purpose is relatable, not abstract. Help people see how it connects to their personal values, their community, and their daily life.
- Profit and purpose aren’t in conflict, they’re expected to coexist.
The old narrative that mission-driven work and financial success are at odds doesn’t resonate anymore. Gen Z and Millennials want both.
Implication: Be unapologetic about making money but be clear about how that money creates value for others. Impact is the new status symbol.
Bottom Line:
Purpose is the new metric.
It’s how Gen Z and Millennials evaluate your relevance, your authenticity, and your worth.
If you can’t articulate what you're really trying to do (and back it up with action) they’ll find someone else who can.
Next up: “They’re Learning Machines: Why Gen Z and Millennials Are Always Leveling Up (and Expect You to Help)”
These generations don’t wait to be trained. They find their own way and expect you to keep up!
