GENERATION
SOCIAL CONSCIOUSNESS:
THE NEW ENTREPRENEURSHIP
UNDERSTANDING A NEW GENERATION
WWW.THESOUNDHQ.COM

SOCIAL CONSCIOUSNESS:
THE NEW ENTREPRENEURSHIP
Welcome
to
the
second
edition
of
The
Generation
Edge
Series,
our
new
monthly
magazine
exploring
the
identity,
values,
and
lifestyle
of
the
post-­‐millennial
generation.
This
month
we
explore
their
philanthropic
spirit,
social
consciousness,
and
entrepreneurial
attitude
towards
making
the
world
a
better
place.
It’s
a
feel-­‐good
read
so
dive
in...
02

GENERATION
greatest
generation
silentGENERATION
millennial
GENERATION
BABY
boomers GEN X
Due
to
coming
of
age
in
an
era
of
economic
opportunity
and
cultural
optimism,
ambitious
Millennials
have
been
de9ined
by
entrepreneurial
aspirations...
But
the
next
youth
generation
is
rede9ining
success,
and
it’s
bigger
than
themselves.
Generation
Edge
is
con9ident...
APATHY
SUCKS!
1901 to 1920 1920s to 1945 1946 to 1960s 1960s to 1980 1980s to 1990 1990s to present
GENERATION
greatest
generation
silentGENERATION GENERATION
BABY
boomers GENX
Due$to$coming$of$age$in$an$
era$of$economic$
opportunity$and$cultural$
optimism,$ambitious$
Millennials$have$been$
de9ined$by$entrepreneurial$
aspirations...
But$the$next$youth$
generation$is$rede9ining$
success,$and$it’s$bigger$than$
themselves.$
Generation$Edge$
is$con9ident...$
APATHY
SUCKS!
1901 to 1920 1920s to 1945 1946 to 1960s 1960s to 1980 1980s to 1990 1990s to present

VS
IALS
G
EN EDGE
M
ILLENNIAL
SG
M
ILLENNIAL
S
Rather
than
prosperity
the
Millennials
experienced,
Gen
Edge’s
coming-­‐of-­‐age
reality
is
economic
recession
emerging
from
failure
of
the
“system.”
This
next
generation,
born
after
the
year
1995,
are
mistrusting
in
general,
but
particularly
of
promises
made
by
big
business
and
governments.
They
are
also
feeling
Einancial
pressure
earlier
in
life
and
they
don’t
have
the
hope
and
options
of
Millennials,
who
came
of
age
during
the
dotcom
boom.
The
bright
side
is
the
emergence
of
a
reformist
Gen
Edge
that
experts
suggest
will
be
more
pro-­‐social
than
Millennials.
Academic
research
shows
the
recession
has
made
teens
more
likely
to
contribute
to
international
relief
funds
and
feel
it’s
“important
to
correct
inequalities.”
THE RECESSION’S
SILVER LINING
“When
young
people
experience
hardship,
at
a
societal
level,
they
become
more
empathetic.”
Heejung Park, PhD candidate in
Psychology, UCLA

“We
believe
the
current
trend
in
changing
values
will
continue.
Youth
are
now
valuing
environmentalism.”
Heejung Park, PhD candidate in Psychology, UCLA
“From
the
1970s
to
the
pre-­‐recession
years,
teenagers’
concern
for
the
environment
dropped.
Recession-­‐era
students
cared
more
about
others,
and
environmentalism
rose.”
Roberta Kwok, ConservationMagazine.org
LEAN AND
GREEN
There
is
evidence
to
support
that
the
recession
has
made
Gen
Edge
more
green.
And
they
are
not
just
thinking
about
climate
change...Gen
Edge
is
taking
environmental
action.
Academic
research
also
shows
Gen
Edge
teens
do
more
to
save
energy,
bike,
and
use
mass
transit
more
often
than
previous
generations
of
young
people.
The Go Fossil Free campaign works closely
with students to help provide them with
training and support for their efforts toward
divestment of university endowments from
fossil fuels. The movement is student led.

“Sustainability...
is
about
reclaiming
power,
reclaiming
their
future.
They’re
looking
at
what
they
can
do
a
local
level,
in
their
own
lives.
There
is
an
EDGINESS
to
that...”
Dr. Sean Markey, Associate Dean, Faculty of
Environment, Simon Fraser University

GLOBAL
GOODNESS
Social
media,
globalization,
and
technology
mean
today’s
teenagers
are
exposed
to
what’s
happening
in
all
corners
of
the
globe.
Being
a
global
citizen
is
just
as
important
as
belonging
to
a
local
community.
Glocal
deEines
who
they
are.
Gen
Edge
can’t
escape
scary
news
of
disasters
or
conElicts
around
the
world,
but
being
connected
also
exposes
them
to
values
and
life
stories
from
cultures
and
peers
around
the
world
-­‐
with
no
borders
to
what
they
can
access
and
share.
CONTEXTUAL FACTORS
Inspired
by
a
family
trip
to
Africa,
Susanna
Manziaris
was
only
15
years
old
when
she
founded
GirlsHelpingGirls,
a
not-­‐for-­‐proEit
organization
that
works
to
raise
the
status
of
women
through
education.
“Even
if
they
come
to
kill
me,
I
will
tell
them
what
they
are
trying
to
do
is
wrong,
that
education
is
our
basic
right”
Malala Yousafzai

GIVING BACK
STARTS AT SCHOOL
Social
enterprise
and
charity
involvement
is
increasingly
integrated
into
school
curricula,
so
Gen
Edge
is
more
likely
than
previous
youth
to
contribute
to
their
community
or
a
cause.
Perhaps
even
more
importantly,
participating
in
community
service
appears
to
make
them
feel
good.
When
they
can
see
their
impact
and
feel
social
belonging,
they
are
likely
to
be
more
generous
with
their
time
and
energy.
CONTEXTUAL FACTORS
“It
changed
the
way
I
see
the
world,
and
made
me
expect
more
of
myself.”
Studio H student, Bertie, NC
Studio H is an in-school design/build class for
8th-11th grade students. Projects have
included a farmers’ market pavilion, a
shipping container classroom for a charter
school, and farm stands for an impoverished
agricultural community.

GEN EDGE’S
PARENTS AREN’T
SUGARCOATING
ANYTHING...
AND THAT’S
MOTIVATING
Gen
Edge
kids
are
being
raised
by
Generation
X,
who
are
deEined
by
being
realistic,
cynical,
and
independent.
Gen
X
parents
want
to
give
their
kids
the
tools
to
deal
with
the
harsh
realities
of
the
world
today,
but
they’re
not
protecting
them.
As
a
result
of
this
tough
love,
Gen
Edgers
are
responding
by
seeking
alternatives
and
challenging
the
status
quo.
Unlike
idealistic
Millennials,
Gen
Edge
wants
to
do
something!
Simply
believing
they
will
make
the
world
a
better
place
when
they
grow
up
won’t
make
it
happen.
CONTEXTUAL FACTORS
“If
you
like
something,
go
out
and
do
it.
Don’t
like
it
on
Facebook,
do
it!”
Haley, 15, Chicago
“I
don’t
expect
life
to
be
easy
for
him,
but
I
think
I’ve
given
him
the
tools;
the
rest
is
up
to
him”
Gen Edge parent

“All for one, and one for all”
These
three
forces
have
nurtured
a
generation
of
youth
with
a
uniquely
interconnected
compassion.
While
Millennials
aspire
to
success
through
entrepreneurialism,
Gen
Edge
aspire
to
making
positive
change
through
causes
and
social
enterprise.
"They
are
joining
causes
on
Facebook.
They
are
planning
their
own
fundraising
events.
They
are
encouraging
their
friends
and
families
to
help
out.
They
are
embracing
the
traditional
ideal
of
giving
back,
but
they
are
Rinding
new
and
unique
ways
of
doing
so."
Heather Jack, Founder & President, The Volunteer Family
The internet gives Gen Edge an
unprecedented exposure to
economic and environmental
challenges around the world.
The recession has generated
empathy for hardworking neighbors,
friends, and family struggling with
unemployment, poverty, or health
care access.
Community-based opportunities at
school show them happiness comes
from contributing.

KEEP
CALM
AND
CARRY
ON
NO THANKS, I WOULD
RATHER RAISE HELL
AND CHANGE THE
WORLD

Before,
“giving
back”
meant
giving
of
your
time
or
money.
Now,
it’s
ingrained
and
made
easy,
through...
ETHICAL PURCHASING
TOMS
-­‐
“With
every
pair
purchased,
TOMS
helps
restore
sight
to
a
person
in
need.
One
for
One.®”
SOCIAL MEDIA CAMPAIGNS
KONY
2012
-­‐
Viral
video
raising
public
outrage
over
Ugandan
war
criminal,
with
over
97
million
views
on
YouTube
MICROCREDIT AND CAUSE
CROWDFUNDING
Kiva.org
-­‐
a
non-­‐proEit
organization
with
a
mission
to
connect
people
through
lending
to
alleviate
poverty
with
individual
loans
of
as
little
as
$25
VOLUNTOURISM
Global
Leadership
Adventures
-­‐
Teen
Volunteer
Abroad
Summer
Programs
and
Service
Trips
for
High
School
Students
GEN EDGE HAS
MORE WAYS THAN
EVER TO GIVE
BACK AND MAKE
AN IMPACT
TAKING ACTION

Gen
Edge
don’t
have
to
wait
for
parents
or
the
government
to
make
change.
If
they
see
inequalities,
they
can
and
will
take
action
themselves.
A
shining
minority
of
Gen
Edge
leaders
are
ChangeMakers
who
start
a
social
enterprise,
charity,
or
movement
to
improve
a
problem
they
see
in
the
world
-­‐
this
could
be
in
their
school,
their
town,
or
across
the
world.
Instead
of
protesting
injustice,
Gen
Edge
ChangeMakers
have
a
reformist,
creative
vision
for
a
better
alternative.
GEN EDGE
LEADERS AREN’T
JUST ‘GIVING
BACK’..THEY’RE
MAKING CHANGE
TAKING ACTION
“The
point
of
Rookie
Mag
is
not
to
give
girls
the
answers...but
hopefully
inspire
them,
to
give
them
the
permission
to
ask
their
own
questions,
give
their
own
answers.
We
want
to
help
represent
girls
in
a
way
that
shows
their
different
dimensions
and
insecurities.”
Tavi Gevinson, 15, Founder, Rookie Mag

You
might
think
this
activism
is
driven
by
these
kids’
parents,
but
it’s
not.
These
ChangeMakers
aren’t
waiting
for
permission
from
anyone,
and
technology
means
they
have
none
of
the
Einancial
or
technical
barriers
that
would
have
existed
even
Eive
years
ago.
Internet
allows
them
to
research
and
build
a
case
for
their
cause
or
idea
Web-­‐development
platforms
are
free
and
require
little
technical
skill
e.g.
Wordpress,
Squarespace,
Tumblr
Social
media
allow
messages
to
be
freely
and
widely
distributed
-­‐
a
virtual
megaphone!
e.g.
Change.org,
Twitter,
Facebook
ADULTS OPTIONAL
TAKING ACTION
“I
noticed
trees,
and
I
realized
trees
are
designed
for
collecting
sunlight.
I
found
out
it
the
pattern
was
the
Fibonacci
sequence,
and
I
saw
I
could
use
this
toward
solar
energy.”
Aidan Dwyer, age 13

While
arguably
small
in
number,
ChangeMakers
have
a
huge
impact
on
their
peers.
With
the
power
of
the
internet
and
social
media,
they
exert
positive
peer
pressure
on
followers
to
join
their
movement.
Gen
Edge
realize
you
need
both
parts
-­‐
people
to
lead
the
change
and
others
to
be
part
of
a
movement
and
spread
the
word.
“They're
blogging.
They're
tweeting.
They're
connected.
They're
inspiring
each
other
and
those
around
them.”
Louise Hodgson, Program Director,
Undergraduate Awards
POSITIVE PEER
PRESSURE
TAKING ACTION

Even a small, local action can inspire future Gen Edge ChangeMakers around the
world...because of shared pro-social values & access to technology
inter
net
SHARE, LIKE OR FOLLOW
FREE WEB DEVELOPMENT
PLATFORMS & SOCIAL MEDIA
CHANGEMAKER
INSPIRATION AROUND THE WORLD

PURCHASE POWER
We
predict
Gen
Edge
will
be
more
engaged
by
causes
than
campaigns.
Their
increasingly
pro-­‐social
and
environmental
values
mean
they
want
to
exert
their
purchasing
power
to
do
good.
They’re
looking
for
brands
and
products
that
seamlessly
integrate
product
and
cause.
Don’t
complicate
things
by
calling
it
something
vague
like
sustainability
or
philanthropy...call
it
INNOVATION.
Call
it
a
pro-­‐social
CHOICE,
a
better
CHOICE.
Just
don’t
forget,
pro-­‐social
brands
need
to
be
fun
and
sexy
too!
BRAND IMPLICATIONS
Gap (PRODUCT) RED - Half the profits from
sales go directly to the Global Fund to help
finance AIDS programs in Africa with a focus
on women and children.
Patagonia
Common
Threads
campaign
aims
to
reduce
consumption

BUT BEWARE -
GEN EDGE WILL
‘BUYCOTT’ &
PROTEST
Skepticism
is
their
starting
point
when
it
comes
to
big
businesses,
so
brands
have
to
prove
themselves
and
earn
their
trust.
Gen
Edge
will
notice
when
you’re
not
genuine
or
oppose
their
pro-­‐social
values...and
they’ll
tell
the
world.
Demonstrate
integrity
by
choosing
a
cause
or
charity
that
aligns
with
your
brand
values
or
something
your
brand
is
already
related
to.
Make
a
link
that
makes
sense.
For
some
brands
it
may
make
sense
to
partner
with
social
enterprises
or
charities
that
are
participating
in
schools
to
maximize
exposure
and
build
trust
in
youth.
BRAND IMPLICATIONS
With the Buycott smartphone app, shoppers
can target companies with a boycott unless
they change their position, or ‘buycott’ a
company to show support.

SUPPORT THEIR
CAUSE OR SOCIAL
ENTERPRISE
Gen
Edge
ChangeMakers
are
more
likely
to
want
your
brand
to
support
THEIR
cause
or
idea,
not
vice
versa.
Consider
ways
to
fund
the
ideas
and
work
of
ChangeMakers
via
grants,
crowdfunding,
low
interest
loans,
or
seed
funding
competitions.
Pepsi
Refresh
Project
-­‐
Consumers
are
able
to
submit
their
own
funding
ideas
in
several
key
areas,
including
arts
and
culture,
health,
food
and
shelter,
and
the
planet.
Almost
two
million
people
"Like"
the
campaign
on
Facebook.
Lush
Charity
Pot
-­‐
With
every
purchase
of
Charity
Pot,
Lush
donates
100%
of
the
price
to
grassroots
organizations
supporting
environmental
conservation,
animal
welfare,
and
human
rights.
Aviva
Community
Fund
-­‐
$1,000,000
in
grants
is
awarded
to
ideas
to
create
positive
change
in
Canada,
with
a
preference
for
projects
supporting
at-­‐
risk
youth.
BRAND IMPLICATIONS

“Tom’s
is
the
model.
I
want
to
create
an
idea
for
a
social
enterprise
like
that
one
day,
only
better”
Shay, 21, Vancouver

UNDERSTANDING A NEW GENERATION
WWW.THESOUNDHQ.COM
THANK YOUinfo@thesoundhq.com

RESOURCES

RESOURCES - Information
SLIDE 4 http://www.southernct.edu/millennialforum-gen.html
SLIDE 5
- Louise Hodgson (Program Director, Undergraduate Awards), “Gen Z wants to make a difference, Not a Profit,” 27 Sept 2012. http://www.huffingtonpost.com/louise-hodgson/make-differences-not-
profits_b_1919251.html
- Interview with Heejung Park, PhD Candidate in Psychology, UCLA, 26 Feb 2014
SLIDE 6
- Roberta Kwok, “Recession-era teens are greener,” July 12, 2013, http://conservationmagazine.org/2013/07/recession-era-teens-care-more-about-environment/
- Interview with Heejung Park, PhD Candidate in Psychology, UCLA, 26 Feb 2014
- http://350.org/press-release/after-initial-rejections-students-escalate-campaign-for-fossil-fuel-divestment/ and www.gofossilfree.org
SLIDE 8
- The Malala Fund, http://malalafund.org
- Ashoka Youth Ventures, “Stories of Change Vol. 2: Youth Making a Difference; Interviews with Youth Venturers” http://www.scribd.com/doc/22489379/Stories-of-Change-Vol-2-Youth-Making-A-
Difference#download
- Upworthy.com
SLIDE 9
- “Youth Volunteering on the Rise,” Philanthropy Journal, 23 Sept 2009, http://www.philanthropyjournal.org/news/youth-volunteering-rise
- We Day, http://www.weday.com/what-is-we-day/faqs/
- Project H, http://www.projecthdesign.org
SLIDE 10
- The Malala Fund, http://malalafund.org
- Ashoka Youth Ventures, “Stories of Change Vol. 2: Youth Making a Difference; Interviews with Youth Venturers” http://www.scribd.com/doc/22489379/Stories-of-Change-Vol-2-Youth-Making-A-
Difference#download
- Upworthy.com
SLIDE 11 - “Youth Volunteering on the Rise,” Philanthropy Journal, 23 Sept 2009, http://www.philanthropyjournal.org/news/youth-volunteering-rise
SLIDE 12 http://inthevortex.tumblr.com/post/26738840965/keep-calm-and-carry-on-no-thanks-id-rather
SLIDE 13
- www.toms.com
- http://www.hrc.org/viral
- http://www.youtube.com/watch?v=Y4MnpzG5Sqc
- http://www.kiva.org/about
SLIDE 14
- Laura Lam, interview 25 Feb 2014, Sauder School of Business, University of British Columbia
- http://www.wearepowershift.org/about
- http://girlshelpinggirls.ca/about/
SLIDE 15
- “The Secret of Trees,” by Albert Maysles, Focus Forward Films, January 2013, http://www.focusforwardfilms.com/films/80/the-secrets-of-trees
- http://www.dosomething.org/about
SLIDE 16
- Louise Hodgson (Program Director, Undergraduate Awards), “Gen Z wants to make a difference, Not a Profit,” 27 Sept 2012. http://www.huffingtonpost.com/louise-hodgson/make-differences-not-
profits_b_1919251.html
SLIDE 17
- https://www.youthventure.org
- http://www.hivyoungleadersfund.org
- http://startsomegood.com
- http://www.indiegogo.com
SLIDE 18
- http://www.patagonia.com/us/common-threads/
- http://www.dosomething.org/teensforjeans
- http://senatus.net/article/gap-product-red/
SLIDE 19
- http://revolutionfoods.com/about/
- http://www.labornotes.org/blogs/2013/05/adidas-caves-pays-garment-workers-what-they-re-owed
- http://www.buycott.com
SLIDE 20
- http://en.wikipedia.org/wiki/Pepsi_Refresh_Project
- http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/Charities-Support
- http://www.avivacommunityfund.org/search/grid

RESOURCES - Images
COVER http://nieniedialogues.blogspot.ca/2012_09_01_archive.html
SLIDE 5
http://www.wired.com/images_blogs/business/2013/03/0513WIFFIPOM001_crop.jpg
http://www.wikihow.com/Make-Money-for-Charity-As-a-Kid
http://www.huffingtonpost.com/neale-godfrey/five-positive-money-lesso_b_2955857.html
SLIDE 6
http://marilynch.com/blog/tips-for-tourists/personal-safety
http://350.org/resources/logos/
SLIDE 8 http://parade.condenast.com/170557/parade/malala-yousafzai-the-bravest-girl-in-the-world/
SLIDE 9 http://www.kidskorps.org/2012/07/25/summer-volunteer-camps-a-huge-success/
SLIDE 10 www.purplemum.com/childrens-stylish-sunday
SLIDE 11 http://www.girlshelpinggirls.ca
SLIDE 13
http://pln.mulgrave.com/passport2socialgood/2013/09/17/join-the-me-to-we-geo-club/
http://cortneeloveeeee.blogspot.ca/2011/04/one-day-without-shoes.html
http://www.womendeliver.org/updates/entry/catapult-the-exciting-new-crowdfunding-platform-for-ngos
https://www.facebook.com/crowdrise?directed_target_id=0
SLIDE 14
http://pessimiss.wordpress.com/tag/tavi-gevinson/
http://rookiemag.tumblr.com
SLIDE 15 https://www.flickr.com/photos/poptech/6269455144/
SLIDE 16
http://www.huffingtonpost.com/murray-rosenbaum/technology-distractions_b_4398694.html
http://mashable.com/2014/03/09/dosomething-snapchat/
http://www.kidsrighttoknow.com/2013/04/rachel-parent-founder-kids-right-to-know-interview-on-global-news/
SLIDE 18
http://iwantthatlook.wordpress.com/2009/12/
SLIDE 19
http://www.jaina.org/news/145647/Minority-Status-for-Jains--Right-to-Freedom-of-Religion.htm
http://fashionrevolution.org/
http://cequelesmediasnenousdisentpas.over-blog.com/2014/04/monsanto-grille-2-fois-chili-argentine-le-chili-celebre-le-triomphe-contre-la-loi-monsanto-et-l-accord-upov.html
http://www.buycott.com/about
SLIDE 20
http://hugitforward.org/news/hug-it-forward-featured-in-lush-times
http://www.lsf-lst.ca/en/projects/youth-taking-action/competitions/aviva-community-fund
http://geofflivingston.com/2010/03/09/pepsi-refreshcoalition-of-giving/
SLIDE 21 http://www.miratelinc.com/blog/toms-expands-csr-business-one-to-one-model-to-eyewear/