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Let’s ask any young person who is finishing their studies or starting their professional career. What do they look for in a job offer? Salary matters. So does flexibility. But there’s something else that is increasingly valued: the company’s social commitment.

They want a job, yes. But they also want to know that their work, beyond the company’s growth, contributes something useful to society. That’s why many candidates turn down offers that don’t align with their principles. To attract young talent, commitment must be reflected in concrete actions. If the organisation ignores environmental impact, doesn’t look after its team, or fails to contribute to improving society, it loses points. It’s as simple as that.

According to Deloitte’s 2025 Gen Z and Millennial Survey, 62% of young people consider a positive impact on society to be a key factor when choosing where to work. It’s not enough to progress in your career or earn a good salary. They also aspire to feel good and know that what they do has meaning.

Among the factors most valued when choosing an employer, according to the report, are:

• Social and environmental contribution.
• Mental and physical wellbeing in the workplace.
• Real opportunities for learning and growth.

The Deloitte report speaks of a decisive triangle when choosing a company: money, values and wellbeing.

Danone is one of those companies that acts consistently with what it says and what it does. Through Danone Communities, a fund created to support projects with real social impact, it backs entrepreneurs working to improve access to food and safe drinking water in vulnerable communities. In 2023, this initiative helped improve the lives of 11 million people each day, across 25 countries.

Beyond the direct impact, initiatives like this reinforce an internal culture based on authenticity, a shared mission and a sense of pride in belonging. For those starting their working lives, that commitment does not go unnoticed. It creates a bond, motivates, and makes work more than just an obligation.

More young people are scrutinising companies before signing an employment contract. They look for actions, consistency and real commitment. And employers who understand this not only attract better: they also build stronger, longer lasting and more meaningful relationships. Because today, the appeal of a workplace also depends on its commitment to everyone’s future.