Gen Z and Philanthropy: Merging Work With Social Purpose

In today’s world, young professionals, particularly the dynamic Generation Z, are becoming more and more conscious about their social impact and how they can contribute to society as part of their professional careers. This purpose-driven shift will significantly alter the workforce as Gen Z looks to align their work with a broader societal purpose; not only for personal fulfilment, but also for the benefit of the economy – proving once and for all that doing good is good for business. 

As a young Canadian committed to making a difference in the world through my career and personal values, I am sharing some tips for readers who want to better align their philanthropic values with their career goals, as well as the opportunities available to young employees and how companies can better retain top talent whilst solving some of our world’s most pressing socioeconomic challenges. 

What is Challenging the Success of Philanthropy in Canada?

To understand Canadian philanthropy and the challenges we face as we look to give back within our communities, we must better understand the interrelation between philanthropy and Canada’s economy. 

Since Covid-19, Canada’s charitable sector has been severely impacted. As stated in The Giving Report 2023, two in 10 Canadians currently use or expect to use charitable services in the next 6 months. Over 40% of Canadian charities have experienced an increase in demand but 57% of those charities have stated they cannot keep up with it. At a time when Canadians are facing economic uncertainty, unprecedented increases in inflation, and a cost of living and climate crisis, employees are now turning to employers who share their values, give back in meaningful ways, and leverage their resources to support our communities.  

Today, Gen Z marks around 30% of the world’s population and by the year 2025, will make up around 27% of the workforce. We know that these young people care deeply about a wide variety of causes and are more willing to promote the issues they care about over social media and with their peers. 

Gen Z and Social Purpose

As Gen Z begins to enter the workforce, we find ourselves at a pivotal juncture where we want our professional aspirations to intersect with social impact and charitable giving. We find ourselves uniquely set up to reshape not just the professional landscape, but also the ethos of corporate social responsibility. Ensuring social purpose has a permanent place at the boardroom table may in fact turn out to be our greatest legacy. 

So, what makes our generation so confident we can make this shift? According to Deloitte’s 2023 Gen Z and Millennial survey, Gen Z workers want to make a difference in the world through their careers. Respondents to this study have said that they have turned down lucrative opportunities if the company was not conducive to their values and ethics. This underscores a critical shift wherein financial incentives alone are no longer enough to influence the younger workforce. Instead, we seek alignment with organizations that champion causes we believe in—a testament to their dedication to making a meaningful difference in the world.

Growing up, my parents instilled the importance of giving back to our community. From co-chairing fundraisers in support of ComKids to serving on committees for charities like CANFAR and SickKids Foundation, I’ve been able to carry my philanthropic values to my career at TELUS. The company’s philosophy to “Give Where We Live” has empowered me with the ability to raise millions of dollars for community initiatives that would likely be seen by any other professional standard as “supplemental.” In my new role as TELUS’ Global Brand Ambassador, I serve as a link between our Canadian headquarters and our global operations with the responsibility to ensure our social purpose is successfully integrated across our business and within our global communities.

There is no doubt that volunteerism brings people together and fostering this collaboration leads to remarkable outcomes. I continue to benefit markedly from the mentorship of countless leaders who share my values and are eager to support the charitable initiatives we collectively believe in. When putting together our committee for the TELUS Friendly Future Foundation gala taking place next year, we were able to tap into some of our country’s most successful philanthropists – and some of the people I hold dearest – including Fiona Entwistle, Vanessa Mulroney, and Christi Himmelheber, who have been integral to the success of this initiative. This would not have been possible had they or TELUS not shared the same passion for supporting our country’s youth.

Research has consistently shown that fostering a culture of volunteerism isn’t just a philanthropic gesture, it’s a strategic move that boosts morale, enriches workplace dynamics, and enhances brand perception. When companies invest in their employees’ inclination toward volunteerism, it catalyzes a ripple effect well beyond the office walls, resonating within our communities and the business community. What we glean from this is a compelling opportunity: a coming-together of aspirations and actions which will significantly amplify social purpose efforts in Canada. When the Gen Z workforce aligns with companies committed to fostering a sense of purpose beyond profits, the stage is set for generational change. 

How Do We Make Space for Young Philanthropists on a Larger Scale?

Gen Z will not just be future leaders. This generation is already reshaping the world through a unique lens and philanthropic spirit. However, their potential needs to be nurtured through the concerted effort of government, employers and mentors. Here are a few ways this generation can be supported:

1. Peer support and mentorship: Involve Gen Z in the decision-making process so that they can help refine ideas and develop the skills needed to drive social change. TELUS has a longstanding belief that doing well in business and doing good in our communities are mutually inclusive; evidenced by our employees volunteering over 1.5 million hours in 2023 alone, more than any other company in the world. 
2. Financial support: Grants, loans and other funding resources help youth turn ideas into solutions. Programmes like the $50 million TELUS Student Bursary serve as excellent models, encouraging social purpose initiatives amongst youth through access to education. If more companies focused on providing a stable financial foundation for their younger employees, they would see an incredible shift in the willingness of these employees to volunteer, be involved in various charitable activities and drive business results.
3. Understand brand values and their impact on employees: As a company that is hiring Gen Z workers, it’s important to have a strong understanding of what your brand values are as you hire. This generation will be looking to work for an organization that aligns with their values and the clearer these are to them, the more you will build an engaged, passionate, and talented team.

If you are a young professional who is thinking about exploring charitable giving through your career, my advice to you is:

1. Understand your mission: Clarity is critical as you begin to explore how to give back through your work. What do you want to achieve? Why does this matter to you? What social issues are you most impacted by? Start with these questions and you will begin to develop a greater understanding of what your own philanthropy looks like.  
2. Identify your resources: Don’t restrict your thinking of resources to money. Think about the value of your time, your ideas and skills. What do you bring to the table that is unique and can lend itself to giving back to your community?
3. Leverage volunteerism to grow your career: Although it’s easy to get caught up in the great emotional feeling you get when you volunteer, it’s important for you to measure what success looks like when following this path. Volunteering is incredible networking; it can lead to remarkable outcomes for you professionally. People naturally gravitate toward those who strive to make a difference in the world and lead with kindness. Inherent in volunteerism is a belief that we all have a role to play and a contribution to make, and this belief will be well-respected in business and social circles alike. 

The future is friendly for philanthropy in the Canadian workforce and all this lies in the hands of Gen Z changemakers. These young, purpose-driven individuals are not just looking for a job; they seek a platform that aligns with their values and impacts society positively. If companies want to attract and retain this workforce, they must adopt a purpose-driven culture and integrate purpose into their core business strategy. As the world faces considerable geopolitical tension and social instability, investing in social purpose has never been more important.