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:
- Reach global business leaders to influence their strategies related to purpose, workplace mental health, sustainability, equity, and hybrid work.
- Increase Deloitte client engagement by advising on the youngest generations in the workforce.
- Reinforce Deloitte’s position as a thought leader on understanding and addressing these generations’ societal concerns and workplace needs.
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:
- Reaching top-tier business publications to showcase the young generation’s impact on the workplace – from talent implications to shaping corporate agendas. Ahead of the report launch, we conducted a series of pre-brief interviews with top-tier publications including CNBC, Fortune, WSJ, and Insider. We also wrote and placed bylines in GreenBiz and Thrive.
- Deploying content across owned and paid channels to widely disseminate the findings and a call-to-action, including activating young leaders through an Instagram story series to build awareness and engagement with broader audiences.
- Targeting different audiences around the world through localized content, including 46 country reports highlighting the country-level data from each market surveyed.
- Producing a short paper further highlighting the mental health specific findings from the report and leveraging those findings for speaking roles that our Global Inclusion leader does throughout the year.
- Building a dedicated webpage with interactive infograms and a video.
- Leveraging various Deloitte leaders as spokespeople for media interviews and social media activities.
- Engaging clients, public sector organizations, and the global business community directly, sharing the report and amplifying its results over several formats, including virtual conferences (e.g. CNBC Work, Sustainable Brands), webinars (Women of the Vine and Spirits), and client meetings.
Our multichannel approach to elevate Deloitte’s voice and drive discussion included:
Please see confidential section for client/third-party engagement.
Earned Media
- Secured impressive media coverage:
- 414 total media articles in 42 countries as of September 1.
- Social media buzz from top journalists and media outlets:
Digital, paid, and owned media
- Leveraged video footage from the qualitative interviews on Deloitte Instagram stories, contributing to the success of the paid and organic social media campaign, which had 114M impressions and nearly 9K engagements.
- Digital (as of September 1)
- ~60k site views (50% increase YOY)
- >22k downloads (33.3% increase YOY)
- 1,751 video views
- Social *as of one-month post-campaign
- Paid (LinkedIn, Facebook, and Instagram)
- 95.5M impressions
- 460K clicks
- 537K video completions
- Organic
- 178 mentions
- 19M impressions
- 10.7 M total reach
- Paid
- Wall Street Journal CMO Today article reached 63,000 subscribers.
- 36K+ views of a byline based on the report through Forbes BrandVoice
- Promoted in the Insider newsletter, reaching 23K subscribers, and CEO Daily reaching 161K subscribers.
Video for Deloitte Global 2022 Gen Z and Millennial Survey
