Gen -Y has often been described as Gen Why, with its search for meaning so hated by the previous generation. Put all hate aside this is why they are focused and keen about humanity, environment, financial justice and other relevant social topics. Gen Z on the other hand not only questions the status quo but actively shapes and challenges it. And so we see a layer in society consisting of 18 to 35 year-olds who earn well-paid jobs in the digital economy, media, or work as influencers and free spirits earning enough money for an individual lifestyle.
This is accompanied by a growth of Neo-brokers worldwide, that allow you to invest in companies such as Apple, Facebook or Amazon for as little as 10 euros a month. Just a few years ago this would have required a minimum investment of 2500+ euros. Something that none of the aforementioned were willing to pay, not to mention the inability to diversify a portfolio with under 10k.
Now the possibility of owning shares in a company at a reasonable price is combined with the search for meaning and the desire for a change in the world for the better. Why should someone from this target group invest in Ford? BP? American Airlines, Walmart, P&G or JP Morgan? Lufthansa? Daimler? Despite some of these brands still being strong in heritage and charisma by their expertise, their attraction is declining. There is in fact no reason for a value-oriented generation to buy into these companies. Gen-Y as well as Gen-Z both have 50–90 years on this planet ahead of them and will only support what supports them in their individual plans to save the planet and humanity (or at least does not make it worse).
We are investing in the future, we are not looking away or standing still. We want to shape and take part. Money reigns the world, so giving money to those that actually change society, save the planet and care about humanity is a great way to change the world for the better.
To all the companies not convinced yet, the signs of the times are clear:
Crises are a wake-up call for balance.
In his Book “Das Megatrend-Prinzip: Wie die Welt von morgen entsteht” futurologist Matthias Horx assumes that crises are a sign that our world is not in balance. And if you look closely you will find out, that 2020 shows us pretty darn clearly that we are in urgent need of restoring balance.
We have an environmental crisis (global warming, ozone hole, melting of polar caps, forest fires, extinction of species, coral and reef death, ocean plastic, toxic waste …), there have been repeated indications of an economic crisis (global debt, banking crisis, fiat money power, dollar, rise of China) and we have a health crisis (civilization diseases, corona, mental disorders in adolescents).