Part 4 of Deed’s Driving Employee Action: The New Rules of Engagement Series
Employee engagement is changing—and so are employee expectations. Today’s workforce wants more than participation—employees want purpose, agency, and the ability to drive change.
At Deed, we believe that empowering employees through social impact isn’t just good for morale—it’s a business strategy. The most forward-thinking companies are reimagining volunteering, unlocking new forms of giving, and scaling purpose across regions and generations.
In Deed’s latest series - Driving Employee Action: The New Rules of Engagement - we explore the new rules of engagement: how to activate employees as changemakers, design modern programs that reflect how people want to give back, and turn social impact into a driver of loyalty, culture, and long-term ROI.
A Generational Shift in Expectations
Gen Z isn’t just the future of the workforce—they’re shaping the present. As the first digitally native, climate-conscious, and socially active generation, Gen Z employees bring new expectations around work, purpose, and impact. They’re not interested in lip service or legacy corporate social responsibility (CSR) programs. They want authenticity, action, and alignment.
In this blog, we’ll explore how Gen Z is transforming workplace purpose and what companies can do to meet their expectations while building a more inclusive and impact-driven culture.
What Gen Z Cares About — And Why It Matters
Born between 1997 and 2012, Gen Z is:
- The most diverse generation in U.S. history: About 47% of Gen Z employees identify as BIPOC, and they’re on track to become the first majority non-white generation by 2026 (Great Place to Work).
- Highly values-driven: Nearly 8 in 10 Gen Z and millennial employees expect to shape the future through their work—making purpose and impact essential considerations when choosing where to work (Engage for Good).
- Expect flexible, purpose-driven environments: 73% of Gen Z employees want permanent flexible work options (Johns Hopkins).
- Digitally fluent and transparency-focused: They expect seamless digital experiences, high standards for storytelling, and companies that back up claims with measurable action.
Five Ways Gen Z Is Transforming Purpose at Work
- Demanding Authenticity Over Optics
Gen Z can spot performative CSR a mile away. They expect companies to walk the talk—whether it’s on climate action, racial justice, or workplace equity. Words without action won’t win them over.
- Centering Purpose in Daily Work
For Gen Z, purpose isn’t a side program—it’s central to where, how, and why they work. Nearly 9 in 10 Gen Z employees say a sense of purpose is important to their job satisfaction and well-being (Deloitte). They’re drawn to roles and companies that offer opportunities to create real impact—whether through community engagement, volunteering, or working for a mission-driven organization.
- Prioritizing Mental Health and Wellness
Purpose starts from within. Gen Z seeks employers who care about their wellbeing—not just productivity. They value psychological safety, mental health support, and work-life balance as core components of a healthy work culture.
- Expecting Customization and Access
They don’t want cookie-cutter volunteering events—they want curated, cause-aligned opportunities they can choose from. Tools like Deed allow for personalized purpose journeys across locations, causes, and formats.
- Holding Leadership Accountable
Transparency is everything. Gen Z expects regular reporting, measurable outcomes, and clear communication—not just polished marketing decks. If leadership falls short, they’ll speak up, opt out, or move on.
What Companies Can Do Today
To win the hearts and minds of Gen Z, leading employers are:
- Involving employees in shaping social impact strategy
- Aligning belonging initiatives and employee engagement under a unified purpose strategy
- Investing in platforms that provide transparency and choice
- Empowering ERGs and employee activists with budget and influence
- Tying purpose to performance, not perks
How Deed Supports Gen Z Engagement
Deed was built for the modern, mission-driven workforce:
- Personalized cause discovery based on interest and geography
- Seamless integrations with Slack, Teams, and email
- Real-time impact data and transparent nonprofit vetting
- Space for ERGs to lead their own campaigns
Purpose Is the New Perk
For Gen Z, purpose isn’t a side dish—it’s the main course. They’re not waiting for change. They expect it, demand it, and are willing to help lead it.
If your impact programs aren’t resonating with your youngest employees, it’s time to evolve. Not because it’s trendy—but because it’s the future of work.
Want to build a purpose program that speaks Gen Z? Let's talk.