Virtually every report on Generation Z focuses on how much they want to do good in the world. Supporting them in that desire and effort gives you the chance to do well by doing good, but it has to be done right. PlayCollective is a consumer research, strategy and product group that helps organizations better UNDERSTAND and ENGAGE with kids and families, with a special focus around learning and play. We’ve worked with brands big and tiny, for profit and non-profit, in the formal and informal education worlds, and the pure entertainment space.

1. Gen Z and
Cause-Related/Pro-Social Branding
8 Rules
For
Playing
Big

2. 1. All the Pieces Better Fit Together
Gen Z kids want to do good in the world…
But have a quick bull**** detector
Align your
brand and
cause carefully

3. 2. Connected Worlds
For Generation Z,
the digital and
physical are
interconnected.
Make sure what
they do in virtual
space has
real-world
consequences.

4. 3. Manage Sharing and Privacy
Gen Z is highly social, but also privacy conscious.
Give options for sharing, and enough control not to…

5. 4. Know Where Extrinsic Meets Intrinsic
Motivations to do good change over childhood
Ages 2–7 - Prizes or simple recognition
Age 7+ - Good feeling (but they still love stuff or getting experiences!)

6. 5. Don’t Leave Them Hanging
Kids need closure.
If you ask young people to
do something, let them
see or feel the results.

7. 6. Once You Get ‘Em…
It’s harder to re-engage kids once you’ve lost them,
than to engage them in the first place.
Have a plan beyond stand-alone campaigns.

8. 7. DIY
Gen Z (and their parents)
are in the center of the
“maker movement”:
Challenge them
to invent,
to create,
to build.

9. 8. Connect Generations
Gen Z likes spending time with families…
Let parents and grandparents
play and give, too!

10. Let’s PLAY Together!
Tag –
You’re It!