Three members of CAS research group, Dr. Lluís Mas Manchón, Dr. José Fernández Cavia and Dr. Elisenda Estanyol, together with Pablo Van Bergen, MERCO research director, have recently published their research in the Journal Profesional de la Información. The objective of this study was to explore how different generations perceive the CSR dimensions of the most reputed organizations carrying  out  business in Spain. Despite the lack of evidence, there was a generational trend that indicated that, the younger the generation is, the higher their levels of criticism, so this study investigates this theory and serves as a pioneering exploration that paves the way for further research.

To do so, a nationwide survey was conducted among 5,087 Spanish adults. This cross-sectional survey included  four  social  responsibility variables: ethical, environmental,  social,  and  labor. It was specifically designed to identify dissimilarities in these perceptions across generations, with a particular focus on the contrast between the younger ones –Generations Z and Y (namely Millennials)–and previous generations –Generation X and Boomers.

The study revealed that Generation Z assesses CSR dimensions more positively than the  other three generations. Additionally, women of  the  two  older  generations (Boomers  and Generation X) assess CSR dimensions more positively than men, while there are no significant gender differences in Millennials and Generation Z. In other words, researchers were able to demonstrate  that generational  and  gender differences  in  CSR  perception  exist  and  that  companies  should  take  this  into  account  when  developing  and communicating their CSR programs.

Furthermore, these findings seem to support that the most reputed organizations might be aligning well with Gen Z's priorities on labor practices and social responsibility in a context of rapid and significant changes, whereas the other three generations are left behind in the assessment of those social issues. However, further research is needed to solidify a consistent theory regarding GenZ, potentially the first truly global generation endorsing the new values that already direct the world in the twenty-first century.

Reference

Mas-Manchón,  Lluís; Fernández-Cavia,  José; Estanyol,  Elisenda;Van-Bergen,  Pablo (2024). Differences across generations in the perception of the ethical, social,  environmental, and labor responsibilities of the most reputed Spanish organizations. Profesional de la información, v. 33, n. 3, e330302.https://doi.org/10.3145/epi.2024.0302