U.S. adults under age 30 want to work for businesses committed to making a positive impact on society and the environment, according to a report published January 26 by Gallup and Bentley University.
A strong majority of respondents aged 18 to 29 want businesses to be socially and environmentally responsible. This age group had the highest percentage of respondents say each of the following is extremely important to them:
- Focus on long-term benefits to society instead of short-term profits: 72% (compared to 57% of 30-44-year-olds; 47% 45-59-year-olds; 52% 60-plus).
- Promote diversity, equity and inclusion: 63% (compared to 55%, 46% and 52%, respectively).
- Operate in a way that is sustainable for the environment and the planet: 77% (compared to 64%, 52% and 59%, respectively).
- Reduce carbon footprint and/or emissions: 73% (compared to 55%, 43% and 49%, respectively).
Younger adults are also the most willing age groups to “leave their current job to work at an organization that has a greater positive impact on the world.” Nearly three in four (71%) of respondents ages 18 to 29 said they would do so, compared to 62% of adults ages 30 to 44, 45% ages 45 to 59 and 32% age 60 or older.
Most adults under age 30 were willing to pay more for a product – a t-shirt in the survey scenario – “if the company was known for having a positive impact on the environment (79% among those aged 18 to 29) and on its local community (82%).”
The report described these findings as a “wake-up call for businesses,” noting that “the view that businesses have no obligations to society outside of their legal requirements is at odds with many Americans’ opinions — particularly those of younger people faced with the long-term consequences of problems like climate change and rising economic inequality.”
A news release summarizing the findings is available here. The full report is available here. The overall margin of error is plus or minus 1.9 percentage points.
Managing editor for news and opinion at Good Faith Media.
