The gap between shopping for things and 'shopping' for jobs is closing.
Accenture Strategy’s annual Global Consumer Pulse Research survey nearly two-thirds of consumers expect companies to create products and services that “take a stand” on issues that they also feel passionate about. These consumers are also deciding which roles to apply for and which offers to accept, using the same decision making filters:
- degree to which the company promotes a healthy lifestyle - physical and mental
- sustainability of it's operations and supply chain
- transparency and whether there's disparity between what it says and what it does.
It goes without saying that when deciding on a role and an employer, young people are also looking for security, space to be themselves, and chance to do something that makes a difference.
The important point is that organisations cannot afford to overlook the power of this situation: consumers AND candidates who find the brand affinity they’re seeking won’t just buy more products, or stay loyal, but will actively promote them.
The demand covers all generations of shoppers, from Gen-Z to Baby Boomers. “We found that authenticity and transparency really matter,”