How Millennials and Gen Z Are Rewriting the Rules of Social Good
Written by Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs.
Some older people may grumble that Gen Z and younger Millennials are scrolling TikTok all day, but that’s not the case. These generations don’t expect anyone to give them anything, because they fully appreciate that older generations, particularly Boomers, are leaving things not as good as they could have been.
We could talk about the Gen Z stare, but today’s young adults are facing climate change, no pensions, and uncertainty with jobs. They’re banding together in their own ways to protect themselves, and in the process, they are changing social good and philanthropy. They’re not waiting for someone to give them the keys. They’ve already got them to ensure their futures.
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Here’s what’s really happening for social good
Let’s go back to that Gen Z stare. I think many of them do it because, often, businesses don’t make an explicit connection between making money and making a difference through social good. For them, this isn’t even a conversation to be had. It’s just how business works. They care about companies that solve problems, and that’s their mindset.
Millennials are hitting their stride in leadership positions, and we can’t underestimate Gen Z, which is very different from Millennials. Combined, they’re the largest generational segment, and they’re out there organizing movements, launching companies, and using tech in new ways to deal with social challenges.
What millennials and Gen Z get right (that the rest of us missed)
So, what are they getting right about doing the right thing by way of social good that older generations missed?
They don’t play the old games
Gen Z and Millennials don’t stay quiet. They’re going to speak up and share their mind. Back in the day, it was unheard of for people without “experience” in the job, market, or business to give their opinion in important meetings. They realize something we didn’t catch: not all ideas come from the top. They’re not looking to wait their turn or pay their dues. It’s not always the right move, but their approach is different, and leaders need to take note.
They use every tool available
Business leaders need to recognize that Millennials and Gen Z don’t spend all day on Instagram or TikTok posting pictures of themselves or their lunch. If you spend some time on those platforms, chances are you’ll see them speaking up about social injustice, raising funds for social impact, and creating communities. Moreover, those posts get measured by them. They’re about real data and real impact.
They don’t have patience for spin
Social good is part of their lives, and it’s part of the fabric of their communities, including in business. They grew up with all the world’s knowledge at their fingertips through Google. If your company claims to care about the environment, but your operations or suppliers tell a different story, they’ll know. And you may even get called out on it publicly, because social good means social good.
Why social good matters more than you think
I’ve been in the social good space, including in business in the global reuse economy, for a long time. Gen Z and Millennials aren’t only idealistic. They fundamentally believe that business leaders need to practice what they speak. As I mentioned, they’re not buying the spin. For them, topics like climate change make it essential for all aspects of society, including businesses, to share the load of trying to save the planet from self-destruction.
If you’re like me, and you choose to look through the windshield instead of the rearview (which presumably you do), I’m not suggesting you hand over the reins to a 25- or 30-year-old who walks through your door. But what I am saying is to pay attention. The younger generations have a substantially different approach to business, social good, community, and society. Hard-won wisdom and young vision full of possibilities are where the magic happens.
The future of doing things better isn’t on its way; it’s here. This is the moment to reconsider how you can take profit and purpose and align your team with the changes Gen Z and Millennials continue to bring. One of the best things you can do as a leader is to measure success by the impact made, not just revenue. Allow them to inspire you about what’s possible, from the bottom up, and not just the top down.
© 2025 Wayne Elsey. All Rights Reserved.
Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs. This social enterprise helps nonprofits, schools, churches, civic groups, individuals, and others raise funds while helping to support micro-enterprise (small business) opportunities in developing nations and the environment.
