THE GENEROUS GEN: FOSTERING SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY (CSR) INITIATIVES FOR GEN-Z IN THE DIGITAL AGE

Abstract

This study examines how sustainable Corporate Social Responsibility (CSR) initiatives can be designed to genuinely engage Generation Z in the digital era. Employing a qualitative exploratory approach, the research centers on Focus Group Discussions (FGDs) conducted with Gen-Z participants to capture their perspectives, expectations, and critical evaluations of current CSR practices. These discussions were analyzed alongside a systematic review of contemporary CSR literature and digital campaign case studies. The FGDs revealed that for Gen-Z, the sustainability of an initiative is intrinsically linked to authentic co-creation, radical transparency via digital platforms, and tangible, narrated impact. Findings indicate that traditional, top-down CSR models are perceived as inauthentic, while initiatives offering participatory roles, digital storytelling, and clear ethical narratives foster a sense of ownership and sustained engagement. The study concludes that fostering sustainable CSR requires a paradigm shift towards open, dialogic, and digitally-integrated frameworks where Gen-Z are not merely an audience but active collaborators. This research provides a stakeholder-informed conceptual model for designing CSR that aligns with the values and digital behaviors of the future’s key influencers.