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Quaker A-Z: Z is for Gen Z

Bringing Younger Voices Into Your Charity’s Story

For our final letter in the A–Z of Charity Communications, we’re celebrating a generation who see the world differently, and who can help charities stay relevant, inclusive and forward-looking. Z is for Gen Z, and their perspective is something every charity can benefit from.

Gen Z refers to people born roughly between 1997 and 2012. They are the first true digital-native generation, growing up with smartphones, social media and instant access to information. Known for their strong values, social awareness and desire for authenticity, Gen Z are shaping how organisations communicate, make decisions and engage communities – making their perspectives increasingly important for charities.

Gen Z Are Already Here and They Care Deeply

Forget the stereotype of disengaged young people. Gen Z are often the first to speak up, take action and champion causes that matter. They are vocal about fairness, wellbeing, equality and climate, and they want to see organisations reflect these values, not just say them.

What Gen Z Teach Us About Communication

This generation prefers:

Authenticity over polish
Meaningful conversations over general updates
Stories over statistics
Impact they can feel, not just read about

How to Bring Gen Z Into Your Charity’s Story

Share honest updates, even when things aren’t perfect.
Give younger staff or volunteers the chance to contribute content.
Show behind-the-scenes moments — real people, real work, real challenges.
Invite younger voices onto panels, advisory groups or even your board.
Explore short-form content such as Reels or simple phone videos.

What should we do?

Here are some tips for charity administrators:

Make sign-up processes simple and mobile-friendly.
Use accessible formats – subtitles, readable text, alt text.
Keep language warm and human.

For Trustees:

Consider whether your board represents the community you serve.
Look at your governance communications – are they clear? Inclusive? Youth-aware?
Encourage a culture where younger perspectives aren’t just invited but valued.

The Bigger Message

Gen Z remind us that communication isn’t about perfection, it’s about connection. They help pull charities back to purpose, people and honesty: the heart of good communications.

As we conclude our A–Z series, Gen Z offer the perfect final lesson – stay human, stay clear, stay connected, and never lose sight of why your story matters.