More than 86% of Millennials surveyed in Mainland China, Hong Kong, India, Japan, and Singapore expect businesses to be actively involved in solving important issues such as economy, environment and healthcare, according to The Future of Business Citizenship report released by PR firm MSLGROUP.
The survey of 8,000 Millennials surveyed worldwide reveals that those in Hong Kong view citizenship with high importance and priority in their lives and are vocal in sharing and exchanging views. They are sophisticated in their thinking and expect companies to be responsible and sustainable and consider how they can help with environmental issues, where relevant. Interestingly, half of Hong Kong Millennials said they would be encouraged to be more active citizens if they have support from businesses, either through year-round volunteer activities arranged by employers or through time off work to volunteer. This suggests that businesses looking to engage members of the younger generation should identify something tangible and measurable within the broad range of critical societal issues and focus on specific actions where company’s core competencies can help drive greater impact.
Commenting on the study, Pascal Beucler, chief strategy officer, MSLGROUP explained that Millennials—the largest, most diverse and influential generation to date—are “game changers” in their expectations of business with distinct ideas on how companies should behave. He said, “The overwhelming majority of Millennials believe corporate involvement in tackling issues such as economy, health and environment is a key factor to build a successful outcome. They look to businesses not only to lead, but to actively engage them in the process. This opens up huge opportunities for businesses worldwide to re-set in the face of declining consumer trust.”
Scott Beaudoin, global director, MSLGROUP’s Corporate and Brand Citizenship practice added, “The study findings demonstrate a clear path for corporations looking to engage with this influential generation: Business Citizenship is the new platform on which strong consumer, employer and stakeholder relationships can be established and built.”
Paul Arkwright
Publisher
