How Millennials Are Saving the World Through Business

Once dismissed as “entitled” or “job hoppers,” Millennials have proven themselves to be among the most socially conscious and entrepreneurial generations to date. And now, alongside Gen Z, they’re not just participating in the workforce—they’re reshaping it. Their weapon of choice? Business with purpose.

From social enterprises to B Corps and impact-driven start-ups, a new generation of professionals is fusing profit with purpose—driven by a desire to tackle global problems like climate change, inequality, and access to clean water. In doing so, they’re not only building successful businesses but also rewriting the rules of capitalism itself.

The Rise of Social Enterprise in Australia

According to the 2023 Deloitte Global Millennial and Gen Z Survey, more than 60% of young Australians say they’re driven to work for companies whose values align with their own. This trend isn’t new—but it’s gaining serious traction. In fact, Millennials increasingly view the private sector as a powerful force for social change, not just profit.

Social enterprise is at the heart of this shift. These are mission-led businesses that exist to solve social, cultural, or environmental problems. And Australia is quietly becoming a global leader.

So, what sets a social enterprise apart?

Unlike charities, social enterprises are revenue-generating businesses with clear social goals baked into their model. As Professor Jo Barraket explains:

“Social enterprises are particularly skilled at recognising value others overlook—whether that’s employing people excluded from the labour market, reusing waste materials, or building new value chains that benefit communities.”

Homegrown Examples: Impact Meets Innovation

Thankyou Group

Founded in Melbourne, Thankyou started with bottled water and has since expanded to hygiene, baby care, and more. Every product funds life-changing projects around the world. Managing Director Daniel Flynn says:

“We’re 100% focused on impact. Our profits are reinvested into projects, and that’s what drives us. It’s not about choosing between doing good or making money—you can do both.”

Want to follow a similar path? Check out our entrepreneurship and business courses to learn how to launch your own purpose-led brand.

Who Gives a Crap

This eco-friendly toilet paper company donates 50% of its profits to building toilets in developing countries. CEO Simon Griffiths says their mission has helped them attract both loyal customers and top talent:

“We’re all Millennials. We wanted to build something driven by purpose. And our impact is directly tied to our profits.”

As of early 2025, Who Gives a Crap has helped provide access to sanitation for over 400,000 people globally.

The Ecosystem Behind Social Business

Support organisations like Social Traders are helping to fuel this movement by offering investment, training, and procurement opportunities. Their platform Good Spender helps Australians buy directly from social enterprises, turning everyday purchases into meaningful contributions.

And it’s working. Australia’s not-for-profit sector alone contributes over $150 billion to the economy annually, and many organisations now identify as social enterprises.

Why Millennials Are Leading the Charge

Millennials (and increasingly Gen Z) are not just pushing for change—they’re building it. Unlike previous generations who may have separated “work” from “giving back,” today’s professionals are weaving purpose into their careers from the start.

They want to work for, or create, businesses that reflect their values. And social enterprise provides that vehicle—where innovation, sustainability, and social justice aren’t afterthoughts, but central to the business model.

Mark Daniels of Social Traders notes:

“We’re seeing a wave of under-30s launching social enterprises. They’re savvy, values-driven, and want flexibility. A generation ago they might have volunteered. Now, they build businesses that do both.”

Why Purpose-Driven Companies Attract Better Talent

Looking for a competitive hiring edge? Purpose might be your best asset. Both Thankyou and Who Gives a Crap report that they consistently attract overqualified, high-calibre candidates—many of whom leave high-paying corporate roles to work for mission-led businesses.

“We’re probably the most overqualified toilet paper company on the planet,” Griffiths laughs. “But when your work means something, it’s easy to attract amazing people.”

Want to build or work for a team that matters? Discover the skills you’ll need in leadership and innovation or explore our guide to launching your own social start-up.

Purpose Is the New Profit

As the workforce shifts toward purpose-led employment, the lines between business, activism, and community impact are blurring. What we’re seeing is a new generation of entrepreneurs who care less about shareholder value and more about shared value.

And if these start-ups are anything to go by, they’re not only doing good—they’re doing well.