Marketing 0

The Push from Within
The external trends tend to mirror the internal dynamics as well.
Social impact resonates well with the younger talent pool.
Responding to the demands of their employees, companies begin to
include a social mission in corporate values. Generation Y
employees, the largest in the workforce, have been longtime
promoters of social change. They exert influence not only by using
their buying power as customers but also by championing social
change from within. And now, Generation Z is starting to come into
the workforce—soon taking over as the new majority—and the
internal pressure for socially and environmentally responsible
for information on the different
generations.)

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Diversity, inclusion, and equal opportunity in the workplace have
become a must-have in a war for talent, significantly influencing the
recruitment, remuneration, and people-development practices. And
plenty of research from BCG, McKinsey, and Hays has shown that
those practices indeed improve corporate productivity and financial
performance through a healthier culture, better creativity, and a
richer perspective.
Moreover, corporate values are more important than ever to attract
and retain younger-generation employees. To become employers of
choice, companies need to use the same storytelling narratives with
their employees that they use with their customers. Corporate values
feel most genuine when they are aligned with the business. For
example, oil and gas companies must pay attention to the shift to
renewable energy and electric vehicles. Personal care brands may
choose to contribute to the hygiene and sanitation of communities
that they serve. Eradicating obesity can be the focus of a food and
beverage company.
But the credos can no longer be merely jargon; companies must
show integrity and practice what they preach as employees can easily
smell disingenuous promises and opportunistic acts. It should not
stop at the level of charitable donations or philanthropic acts.
Instead it must influence the entire business strategy, from the
supply chain, product development, and distribution to human
resource practices.