How Millennials Are Shaping the Way Companies Give Back
Millennials — who will make up more than half the workforce by the year 2020 — are pushing companies to manage social responsibility in new and innovative ways, according to recent studies.
At The Coca-Cola Company, the emphasis has shifted from a traditional top-down business approach to philanthropy, to a bottom-up strategy that is inclusive of the Millennial perspective and aligned with community needs, says Lisa Borders, chair of The Coca-Cola Foundation and vice president, Global Community Connections.
"Companies won’t have a choice. If they want to recruit and retain Millennials, they need to examine their own involvement in cause work as well as the opportunities they give their employees to be engaged in cause work, because their staff wants to make a difference in the world," says Derrick Feldmann, president of the consulting firm Achieve and lead researcher on the 2014 Millennial Impact report.
Read more on how Millennials are using social media and peer influence to learn about volunteer opportunities at http://www.coca-colacompany.com/stories/how-millennials-are-shaping-the-way-companies-give-back
Read more about The Coca-Cola Foundation at: http://www.coca-colacompany.com/our-company/the-coca-cola-foundation
The Startup Games began as a social networking event in Austin for new tech companies as employees connected over games like foosball. Now participating teams choose a charity to play for.
More On Journey
- Bonsucro, 6 Years In: Working Toward Sustainability at Scale in the Sugar Sector
- Foundation Focus: First Water Replenishment Project Launches in Belgium
- Coke’s Ed Potter Reflects on 33 Years at the ILO Conference
- Coke Executives on How to Navigate a Complex Global Business Environment
- 'A Man of Principle:' A Tribute to Ed Potter