05 februari 2005
TNT seeks 'worried' next generation
His remarks were prompted by a survey among over 1,300 representatives of the next generation of managers, which revealed that they are much more concerned about the world and about mankind than the present generation of CEO's. The survey, commissioned by TNT and conducted at the end of 2004 among highly educated people between 18 and 30 years, showed that the next generation is sceptical of companies' willingness to help solve global problems, and that today's high-potential employees want to work for companies that have well-defined corporate values and purposes, and engage in enterprise development.
Peter Bakker, talking in his speech on the benefits companies can gain from humanitarian partnerships, warned that "we have to listen to the ideas and concerns of future corporate leaders to attract the best possible new talent for TNT. Taking responsibility of our world is all about combining efforts, skills and strengths. We have seen company pride and corporate reputation improve as a result of our involvement with World Food Programme. A more motivated workforce will provide a competitive edge."
The survey 'Voice of the next generation' shows that young people are worried about humanitarian threats that are not a priority for current business leaders: wars and conflicts, terrorism, environmental problems, hunger and poverty. They do not trust international business organisations to solve humanitarian problems. Equally large groups would look for employment in a humanitarian organisation (45%) and in some kind of commercial company (46%).
When asked what would be the best ways to make companies more socially responsible, there were quite some regional differences in opinion. In Japan, international enforcement is considered the most effective way, followed by consumer impulse, stakeholder impulse, national enforcement, and through the company's own initiative. Brazil ascribes far higher value to informing stakeholders than other countries and far less to international enforcement. Australia, USA, France, and China give a higher score to informing stakeholders than to company impulse.
Global Consumer Trends