Anisha Tansley, junior content and comms producer, Owl Live, encourages agencies to put purpose first if they want to attract Gen Z eventprofs.
It’s no secret that the way we work is shifting, the pandemic is just one factor that has affected how we think about work. The other important factor is Gen Z, who are also having an increasing influence on the workforce. By the end of the decade, we’re expected to make up a third of the working population.
As a ‘GenZ-er’, I value working for an agency that puts purpose at its heart. Salary and benefits will always be important, yes, but that is no longer the only driving force in many young people’s employers of choice. A study by Deloitte highlighted that 77% of Gen Z respondents want to work at organisations whose values align with their own. It’s no longer enough for a company to make money, they need to have a clear purpose, create lasting impact and stick to their values.
It’s no different to trends we are seeing in the consumer world. Brands are now placing more importance on their sustainability commitments, their community work and the stories that they tell. Consumers want to buy products that suit their lifestyles and their persona values. Employees, especially Gen Z talent, want that same level of alignment and passion from their employer. For me, that purpose and passion is sustainability. A report by Hope solutions found that the UK events industry alone emitted 1.2bnkg of CO2e into the atmosphere in 2019. There is a lot of work to be done in our industry to minimise our environmental impact.
Leading the way
It’s agencies who are able to change this. To truly be a purpose-led agency, a whole lot of bravery and commitment is required. We are the trusted advisors to our clients, we have an opportunity to promote sustainable events that don’t inflict more damage to our planet, by positively challenging the status quo. Therefore, when it came to my job hunt, I knew I had to join an agency that took sustainably seriously and had the ambition to make a difference.
ESG (Environmental, Social and Governance) commitments are an important part of an employer’s appeal. It’s not just a company’s carbon emissions, another key factor for Gen Z is Diversity, Equity and Inclusion (DEI). In fact, Tallo found that 86% of Gen Z job seekers say they plan to participate to a company’s DEI strategy. Agencies should utilise the passion and skills of Gen Z employees to fuel an agency with purpose and bring new ideas to the table. By establishing committees and working groups, agencies can provide people with a safe space to have their say without fear and feel even more involved with their purpose.
Agency life is filled with excitement; a variety of clients, a fast pace and passionate people. Adding purpose to this mix could only make things even better.
