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Socially conscious, well-informed and quick to organize behind a cause: By 2030, Asia's Generation Z will be 960 million people strong.   © Reuters
The Big Story

Purpose over profit: How Generation Z is redefining business

Asia's young consumers are demanding that companies reflect their values on equality and the environment

JADA NAGUMO, Nikkei staff writer | Japan

TOKYO/KYOTO -- Riho Matsumaru's revelation came in March. While studying in London, the 21-year-old joined a student protest against the climate crisis, one of hundreds of events held simultaneously across the globe. The message of the protests resonated with her, and spurred her to try to drive action back home.

"There is a growing sense of crisis in me," she said. "I feel anxious and frustrated about our current society. ... I want Japan to be as active as the rest of the world."

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