43 Column
PRIORITISING PURPOSE
Anisha Tansley , junior content and comms producer , Owl Live , encourages agencies to put purpose first if they want to attract Gen Z eventprofs
t ’ s no secret that the way we work is shifting , the pandemic is just one factor that has affected how we think about work . The other important factor is Gen Z , who are also having an increasing influence on the workforce . By the end of the decade , we ’ re expected to make up a third of the working population .
As a ‘ GenZ-er ’, I value working for an agency that puts purpose at its heart . Salary and benefits will always be important , yes , but that is no longer the only driving force in many young people ’ s employers of choice . A study by Deloitte highlighted that 77 % of Gen Z respondents want to work at
“ Agencies should utilise the passion and skills of Gen Z employees to fuel an agency with purpose and bring new ideas to the table .”
Anisha Tansley
organisations whose values align with their own . It ’ s no longer enough for a company to make money , they need to have a clear purpose , create lasting impact and stick to their values .
It ’ s no different to trends we are seeing in the consumer world . Brands are now placing more importance on their sustainability commitments , their community work and the stories that they tell . Consumers want to buy products that suit their lifestyles and their personal values . Employees , especially Gen Z talent , want that same level of alignment and passion from their employer . For me , that purpose and passion is sustainability . A report by Hope solutions found that the UK events industry alone emitted 1.2bnkg of CO2e into the atmosphere in 2019 . There is a lot of work to be done in our industry to minimise our environmental impact .
Leading the way It ’ s agencies who are able to change this . To truly be a purpose-led agency , a whole lot of bravery and commitment is required . We are the trusted advisors to our clients , we have an opportunity to promote sustainable events that don ’ t inflict more damage to our planet , by positively challenging the status quo . Therefore , when it came to my job hunt , I knew I had to join an agency that took sustainably seriously and had the ambition to make a difference .
ESG ( Environmental , Social and Governance ) commitments are an important part of an employer ’ s appeal . It ’ s not just a company ’ s carbon emissions , another key factor for Gen Z is Diversity , Equity and Inclusion ( DEI ). In fact , Tallo found that 86 % of Gen Z job seekers say they plan to participate to a company ’ s DEI strategy . Agencies should utilise the passion and skills of Gen Z employees to fuel an agency with purpose and bring new ideas to the table . By establishing committees and working groups , agencies can provide people with a safe space to have their say without fear and feel even more involved with their purpose .
Agency life is filled with excitement ; a variety of clients , a fast pace and passionate people . Adding purpose to this mix could only make things even better . CN www . conference-news . co . uk