Whether you fear or love them, the millennial generation is a growing demographic. Compared to their parents, millennials are heavy users of technology and strive for autonomy in their work where they can have flexible work hours while still contributing to the collective impact of an organization.

This generation also wants to work for, and buy from, community-minded companies according to a recent survey conducted on behalf of DUCA Financial Services Credit Union.

Of millennials (ages 18 to 34) who responded to the survey, 89 per cent say they find corporate social responsibility (CSR) in companies to be important or very important.

“Many millennials are willing to take a pay cut if they feel the company offering the job aligns with their values,” says Joyce Sou of non-profit CSR organization B Lab. “Purpose is a powerful driver and motivator.”

Additionally, the survey showed that millennials are not content with the occasional charity event or cheque presentation. Organizations must demonstrate their commitment to social responsibility in order to recruit within this demographic.

Companies that put CSR first are the ones that align with the millennial values. For example, DUCA Financial Services has embraced this idea with their longstanding DUGood philosophy of making the world a better place through giving and volunteering. Recently it has earned them B-Corp certification, awarded to companies that aim to benefit society as well as make profit.

More information is available at www.duca.com.