Now in its second year, The Purpose Pulse is an annual publication that provides evidence-based insights to help organisations navigate the rapidly changing landscape of Millennial and Gen Z concerns and expectations.

We examine the views of these generations because they are today’s and tomorrow’s leaders, influencers, employees, and consumers. What they care about matters to all of us, and will shape business and society in the decade ahead.

This year, we asked almost 3,000 Millennials and Gen Z from the UK, US, Germany and Nigeria about the challenges they face, what they expect from brands, and who they trust the most.

At the beginning of 2021 we asked Generation Z and Millennials in four countries (Germany, Nigeria, the UK and US) a series of questions about what they saw as the biggest challenges facing their cohort, as well as the priorities and responsibilities of government, business and individuals to overcome them.