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Deloitte Global 2022 Gen Z and Millennial Survey

Entered in Global Campaign, Business to Business

Objective

For 11 years, Deloitte has surveyed millennials, and more recently Gen Zs, to gauge their views about work and the world around them. The survey aims to inform global decision-makers about the issues that matter most to these generations, so that they can help build better workplaces, and better futures for more of the world’s people. 

 

Deloitte Global’s 2022 Gen Z and Millennial Survey reflects the views of more than 23K respondents across 46 countries and reveals that many are reassessing what matters most to them as they grapple with the continual uncertainty of the last few years. Many are reconsidering everything – from who they want to work for to the role business should play in addressing society’s biggest challenges, a sentiment that has contributed to the Great Resignation.

 

Gen Zs and millennials are worried about climate change, wealth inequality, and more, and they are resolved to drive change. But they are also struggling with the challenges of their daily lives, from finances, to a lack of work/life balance, to consistently high stress. They want businesses and governments to do more to help. This moment is a renewed opportunity for companies to take action.

 

The report sought to:

Strategy

Deloitte continues to develop this research each year to highlight the priorities and issues impacting millennials and Gen Zs, especially as they become the bulk of the workforce. Based on the survey findings, we developed this year’s campaign to highlight how mental health, financial concerns, and climate anxiety are driving young people to seek purpose-driven work; and how organizations can develop and foster a resilient and future-ready workforce.

 

In late February, when Russia invaded Ukraine, the report development was already well underway, as the original fieldwork was conducted between November 2021 and January 2022. But Deloitte knew that it was important to reassess how these generations felt in light of these events. The team quickly pivoted to virtually gather qualitative assessments from 15 Gen Zs and millennials from Australia, India, Japan, the UK, and US. Respondents shared their personal thoughts on questions related to the state of the world and their societal concerns, in addition to finances, the future of work, climate change, and mental health. The interviews add a crucial, first-hand layer to the report.

 

Our communications strategy sought to bring the survey to life across platforms by:

Results

Our multichannel approach to elevate Deloitte’s voice and drive discussion included:

 

Please see confidential section for client/third-party engagement.

 

Earned Media

 

Digital, paid, and owned media

 

Media

Video for Deloitte Global 2022 Gen Z and Millennial Survey

Entrant Company / Organization Name

MikeWorldWide, Deloitte Global

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