According to a study by Forbes where top social impact agency professionals were asked to weigh in their predictions for brand purpose initiatives in 2018, these are some important take-outs:
"Gen Z is likely to be very motivated by purpose. More than 30% has already donated to charity. Gen Z will want to support good causes by doing something experientially, versus a passive engagement.”
Also interesting to note is that "from 2014 to 2016, corporate disaster relief assistance has increased by 91% as companies rise to fill gaps in government support".
Read the full article