Less Than Entitled: Analyzing Oklahoma's Preparedness for the Next Generation Through Corporate Social Responsibility

Abstract

With Generation Z (Gen Z) coming to the age of being active participants in the job market, it is important for companies to consider if their marketing efforts align with the generation’s values. Due to Gen Z’s familiarity with the internet, they have been regularly interacting with people and companies across the globe, and they are quick to bring attention to a company’s perceived shortcomings. In this content analysis, Oklahoma’s 27 largest employers were audited to determine their preparedness for a Gen Z work force. Each company’s website was searched for key corporate social responsibility components (e.g., sustainability reports, codes of ethics, etc.), mimicking Camppopiano and De Massis’s content analysis of corporate social responsibility programs in 2014. Results show that a large majority of these companies do have several corporate social responsibility components on their websites. However, some of those components are not as accessible on some websites as they are on others.