Y- Generation –children of baby
boomers aka X generation- is perceived as next big generation. As an emerging
generation, they have a strong spending power. Thus, businesses strive to find
ways to reach those customers in order to capture this market (CuiElizabeth et
al., 2003)
Regarding the conducted research
there aren‘t any certain information provided who are called Y generation. Howe
and Strauss (2000) claims that individuals who were born from 1982 to 2002 is
called Y generation. Cone (2006) claims that individuals who were born between
the years 1979 - 2001 are called Y generation. According to Park and Gulsoy
(2012) individuals who were born from 1981 to 1999 is Y-Generation in other
words Millennials (Howe, Strauss, 2000; Cone, 2006; Park, Gulsoy, 2012).
Regarding
Rasmussen (2009) this generation is more narcissistic than earlier generations
and they consider their own needs before others. Regarding Kongsholm (2009) Gen
Y has grown up in a world of possibilities. They have experienced long periods
of economic prosperity and rapid advances in communication technology (Park,
Gursoy, 2012; Schmeltz, 2012). Members of Y generation are trustful, more
tolerant, better traveled than their parents. They are also better educated,
more disciplined, challenging and success-oriented then other generations
before. Y-generation has higher expectations and they participate actively to
the projects they attend. Since, they take responsibility for making the
project they attend lasting, it creates a positive impact for the future (Cone,
2006; Furlow, 2011). They lived in more globalized world where the news
travelled rapidly because of the technological improvements in communication.
They heavily rely on internet for
their most activities (Schmeltz, 2012).
In fact, those
well-educated and responsible generation is socially conscious. They care about
the environmental and social issues. They are actively volunteering and try to
be a part to make world a better place to live (Cone, 2006; Furlow, 2011). They
lived in more globalized world where the news travelled rapidly because of the
technological improvements in communication. They learn current issues
immediately, so it is normal that Y generation is aware of the world around
them. (Cone, 2006; Schmeltz, 2012). Y-Generation volunteers for the social or
environmental causes. Since they actively participate to the environmental or
the social cause, they question their efforts whether has worked or not (Cone,
2006). They also questions companies‘ activities whether it is socially
responsible or not. If the company acts in a socially responsible manner they
reward the company however if they realize the company has negative impact on
environment and society, they punish the company via not shopping from them.
So, it can be said that company‘s social commitment plays a critical role on
Y generation‘s purchase decision
and which products to recommend their friends (Cone, 2006).
The success of CSR in the future
highly related to the attitude of the young generations. They will have an
impact over the relationship business and society. Since, they will be the
future citizens, managers or consumers (Sobczak et al., 2006).According to
Sarkissian et al. (2009), communities are the hearts and hands of the
sustainable movements. Community engagement is prior to achieve for successful
CSR practices in a sustainable way (Too, Bajracharya, 2015). In order to
develop environmentally sensitive behavior, the individuals must be informed by
the consequences of their behavior. However, knowledge has a limited effect to
sustain the success of socially conscious behavior. Consumer-centered approach
is also needed to develop a sustainable behavior change. Firms/ managers must
understand how consumer value those green products they buy and which benefits
do they expect by purchasing these socially responsible products (Too,
Bajracharya, 2015). Regarding the literature, successful green products include
five benefits which are demanded by the consumers: efficiency and
cost-effectiveness, health and safety, performance, symbolism and status,
finally the last one is convenience (Too, Bajracharya, 2015).
Efficiency and cost-effectiveness means that the initial price of
the green products can be high however, the long-term operational cost savings
can convince consumer to purchase those products (Too, Bajracharya, 2015).
Health and safety are the prior choice consideration for those
consumers who purchase green products. Some demographic groups such as elderly
people or pregnant women give high importance to those criteria (Too,
Bajracharya, 2015).
Performance is the core attribute of the product demanded by the
customers who purchase the product. Consumers who purchase the green products
also expect some environmental features near by the core performance of the
product (Too, Bajracharya, 2015).
Symbolism and status is also another benefit received by the
consumers. In today‘s world there is a social pressure on public, so consumers
prefer to buy green products to show that they support a positive social cause.
As a consequence, green products can become a status symbol (Too, Bajracharya,
2015).
Convenience is the last benefit received by the consumers. In
today‘s globalized world time is the greatest luxury for individuals. Consumers
want to save their time and they prefer those products which help them to save
their time (Too, Bajracharya, 2015).
Based on the
literature in order to build a successful and sustainable CSR strategy,
community must engage with this goal align with the company and managers.
It is needed to change the community‘s attitude
towards the social issues and socially responsible companies. To improve the
knowledge of consumers for this case is a method but it is not enough by
itself. It should be supported with a consumer-oriented approach by firms and
other institutions both governmental and private. Corporations which want to
build a successful CSR strategy they need to understand what consumers wants
from them, which attributes they expect from the green products they offer. If
they offer those benefits (efficiency and cost-effectiveness, health and
safety, performance, symbolism and status, convenience) to the consumers with
their products then firms can sustain with their CSR strategies and consumers‘
attitudes can change towards the social issues.
According to Sarkissian et al.
(2009) there are also other facts that develop effective community engagement
towards the social causes. These facts can be listed as education, trust,
action inclusion and strong governance (Too, Bajracharya, 2015). In order to
create knowledge for socially responsible behavior for future generations
education is an important activity. The culture of the academic institutions
such as universities has an effect on the perception of companies and their CSR
practices. Academic institutions should offer special courses related to CSR
practices. However, if those courses are optional, they would be insufficient.
In order to raise the consciousness towards the social environmental issues
these courses must be compulsory and must be embedded to the curriculum.
However, integrating the courses related to CSR is not enough by itself. It
should be also integrated to the culture of the academic institution. Since,
organizational behavior impacts the view of students and managers towards the
responsibilities in society, their attitudes can change in a positive manner
(Sobczak et al., 2006). Besides the organizational culture the national culture
and traditions have impact on attitudes toward the CSR. So firms should
consider those cultural differences while they prepare their CSR practices and
policies for their organization if they operate their business in different
countries (Hofstede, 1986; Sobczak et al., 2006).
Cornell University, in New York,
in United States of America (USA) can create a good example for the relevant
literature. Cornell University has embedded sustainability into their core
organizational values through research, education, and outreach and campus
management. Cornell Climate Action Plan has been developed by the students and
stuff in order to lead university‘s sustainability progress. The plan aims to
cut carbon emissions of campus to zero by 2050. The students, stuff and
academicians participate to achieve this goal and they develop innovative
projects for this purpose (Cornell University, 2013).
Consequently, Y generation is the
next big generation for the future world. Generation-Y is well-educated,
socially conscious, trustful, and self-confident. They have better economic
conditions, grown up in a more globalized world. They had everything they need
while they grow up. They experienced advanced improvement of technology and had
all the technological communication opportunities. Since they are educated well
and socially conscious it is important to develop their behavior towards the
CSR practices. Universities or other academic institutions can be key factor
this aim. As it is carried out in US in Cornell University, universities should
integrate CSR practices into their organizational values in order to increase
the awareness to social and environmental issues. By this way, the future
members of community can behave in a socially responsible manner.
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