Within the next 5 years, Millennials will represent an increasingly significant portion of the population – both in terms of buying power as consumers, and in terms of being significant for the future talent and leadership of companies everywhere. It’s therefore more important than ever to know and understand this influential group, to explore options that will engage them and motivate them, and to understand how CSR can be leveraged to this end. With this presentation, first presented at EDIE Live 2017, James Sutton of youth-led sustainable development charity Raleigh International explores the role of corporate responsibility in engaging Millennials, and why it makes business sense to do so.

1. 1
James Sutton, 24 May 2017
EDIE Live
Engaging Millennials: the Role of Corporate Responsibility

2. 2
“If you go on somewhere like Vice -
which is obviously very much targeted
at millennials - you see Unilever
brands very much present there.
Why? Because we really understand
the power of millennials.”
Source: http://www.campaignlive.co.uk/article/unilever-cmo-keith-weed-we-shooting-vr-content-lot-brands/1393937#eXtitZwM0uvAppFL.99
Keith Weed – CMO, Unilever

3. 3
Why engage Millennials at all?
16.2 million
¼ of UK’s
population
22-37 yrs. old
Sources: Inkling Millennial Report 2015 and https://www.theguardian.com/world/2016/mar/07/millennials-generation-y-guide-to-much-maligned-demographic

4. 4
Millennials
have buying
power and
disposable
income
Millennials
are the future
leaders of
your
business
Why engage Millennials at all?

5. 5
Millennials
want to buy
from
responsible
businesses
Millennials
want to work
for
responsible
businesses
So why use CSR to engage Millennials?

6. 6
Insights from the field
Life is more than work, and work will never
just be a job for life
They understand the power they have to make a
responsible choice
Little actions can change the world
Invest in me (not just salary)
Purpose over profit
Values mean a lot – behaviours not
just words

7. 7
Attracting the
best talent
Retaining the
best talent
Developing
the best talent
Companies in 2017 face tough challenges
employing Millennials

8. 8
of Millennials left their last job due to lack of career growth
(Glassdoor survey, March 2013)
of Millennials expect to stay in a job for less
than three years
(Future Workplace “Multiple Generations @ Work” survey)
of Millennials likely to leave their jobs in the next two years are unhappy
with how their leaderships skills are being developed
(The 2016 Deloitte Millennial Survey)
29.4%
91%
71%
Millennial talent is harder than ever to
retain

9. 9
£30,614 *
* Source: CIPD / Oxford Economics, 2014 (cost to replace an employee in UK)
And more expensive than ever to
replace...

10. 10
Almost half the workforce (42%) now
want to work for an organisation that
has a positive impact on the world
Source: Values Revolution Report; Global Tolerance, January 2015
CSR is a tangible behaviour to actively demonstrate company values

11. 11
CSR drives product purchase choice
amongst Millennials
Buy the one doing CSR
Source: author’s own primary research conducted via SurveyMonkey, May 2017, with 100 randomly selected respondents born between 1980 and 1995
Question: “When shopping, if you are faced with choosing between two identical products from two different brands, would you:”
Buy the one not doing
CSR
Buy the one you
preferred regardless of
CSR or not
56%
41%
2%

12. 12
Source:
https://www.unilever.com/news/news-and-features/Feature-article/2017/five-things-to-know-about-our-sustainable-growth.html
60%of Unilever’s growth was
delivered by sustainable living
brands in 2016
50%Rate at which these brands
grew faster than the rest of the
Unilever business

13. 13
Millennials expect that companies should
now be actively having a positive social
or environmental impact
Source: author’s own primary research conducted via SurveyMonkey, May 2017, with 100 randomly selected respondents born between 1980 and 1995
Question: “Do you expect that all companies should now be actively having a positive social or environmental impact?”
78%
12%
2%
3%
5%

14. 14
Millennials want companies supporting
the Global Goals for Sustainable
Development
Source: author’s own primary research conducted via SurveyMonkey, May 2017, with 100 randomly selected respondents born between 1980 and 1995
Question: “Do you think that companies should be supporting the Global Goals for Sustainable Development?”
81%
15%
4%

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So how are businesses using CSR to
engage Millennials?

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How about a combination of all these initiatives?
Introducing Raleigh International
VolkerFitzpatrick partner with Raleigh International
1) Attract and retain best youth talent
2) Develop future leaders
3) Build their brand image
4) Support CSR strategy

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“My leadership skills and social skills
have considerably improved thanks to
the daily leader scheme. Additionally, the
sessions we participated in opened my
eyes to the world’s issues and how I can
contribute in changing them.”
- George Wall, VolkerFitzpatrick employee
(August 2016)
VolkerFitzpatrick and Raleigh

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Can you afford not to engage Millennials with CSR?