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Future Faces Future Faces Chamber Patrons


Contact: Anna Assinder T: 0845 6036650


Ethics key for Generation Z, new report reveals


One in four young people say ethics are the most important reason behind their purchases, according to a new survey conducted by Beatfreeks. The engagement and insights agency, who


works with businesses looking to engage with young people, revealed the findings in its new report Institutions of the Future: A National Youth Trends report into Gen Z and the Private Sector. The report surveyed 2,000 young people aged


between 16 and 21, otherwise known as Generation Z. It revealed that ethics and an authentic stance on societal issues lie at the heart of young people’s relationships with business brands and strongly influence their spending power. Almost nine in ten young people (87 per cent)


pay attention to brands’ ethics when buying from them, with ethics noted as the main reason behind Generation Z’s selection of their ‘favourite’ brand.


Ethics was second only to ‘quality’, voted for


by 50 per cent of respondents, and also beating ‘cost’ which was chosen by just 23 per cent. Beatfreeks say that these findings are


particularly insightful, as Generation Z will account for 40 per cent of global consumers by the end of 2020, highlighting the need for brands to not overlook the purchasing power of young people. Anisa Morridadi, founder and chief executive


at Beatfreeks, said: “Our report shows Generation Z’s willingness to uncover and call out social injustice online, but crucially they believe it shouldn't just be left to them. There is a new expectation that brands will listen, respond, and get behind societal issues, particularly after the enormity of societal change from 2020.”


To download the full report, visit: www.beatfreeks.com/IOTF-report


Pandemic increases the severity of period poverty


By Claudia Congrave


The severity of period poverty has intensified since the beginning of the pandemic, according to Cysters charity founder and Future Faces executive committee member Neelam Heera. Speaking at a Chamber-hosted International


Women’s Day event, she said that period poverty was still a major issue in the UK. She said that there was a huge gap in women’s


access to sanitary products and education. One in 10 girls are unable to afford sanitary


products and one in 10 women lack the correct knowledge of female reproduction, she claimed. During lockdown, Cysters’ mission has been to


distribute more than 6,000 sanitary towels across the region every week to communities who need them most. Neelam said: “We have now been doing this


for five years and unfortunately, we are still having to talk about period poverty. “The pandemic has shown us that the


burden has only got bigger. We have been sitting on the Government task force for a long time, but we still are not seeing the change we need. In 2021, women should have the dignity of


being able to access menstrual products and period poverty is not a conversation I want to


Neelam Heera: Women should have dignity accessing menstrual products


be having as we move into the next year. We want this year to be the year where we see that change and will continue reaching out to the communities that need us.” Cysters is a grassroots charity that was founded


in 2018, and to dedicated to supporting individuals and improving the health, education and welfare of those with reproductive and mental health issues. The charity is also an adviser on the Government task force for period poverty.


Anisha Morridadi: Ethics are behind spending power


New Members


Pardeep Lagha (Gateley Legal) Sam Jeeves (Bespoke Commercial Finance) Anika Shah (Digital Glue) Rachel Hands-Portman (Languagesrachel) Alex Ayres (Pi-Kem Ltd) Oliver Barrett (PI-KEM) Musab Swaleh (PI-KEM) Shrule Rolinson (PI-KEM) Isabel Fernandes (PI KEM)


Upcoming Events


FF Coffee ‘N Chat (Informal Networking) Date: 07/04/2021 Time: 13:00-14:00


FF Social Networking Date: 13/04/2021 Time: 12:30-13:15


Helping Young Professionals Manage Their Finances Date: 29/04/2021 Time: 12:30-13:15


FF Social Networking Date: 11/05/2021 Time: 12:30- 13:15


FF Professional Development Date: 27/05/2021 Time: 12:30-13:15


For more information and to book a place contact events@birmingham-chamber.com


April 2021 CHAMBERLINK 37


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