Last year, Generation Z - those born just before or since the turn of the millennium - overtook Millennials as the largest demographic group in the world. Together they make up almost two-thirds of the global population. And they come of age at a pivotal moment.

By 2030, Millennial spending power will be x1.3 higher than Boomers and Gen X combined, right at the time their parent’s generation enters retirement. 

The new generations are today’s and tomorrow’s leaders, influencers, employees, and consumers. What they care about will shape business and society in the decade ahead. Their growing influence poses searching new questions for decision makers on how to engage with them.

Organisations have now more than ever the opportunity to drive social and environmental change as well as business performance, simultaneously. Together, we can challenge current approaches to demonstrate social purpose in a world that is being shaped by Millennials and Gen Z. 

We bring global insights from the cutting edge of social purpose, along with in-depth knowledge of the nuances of these debates as they play out in the European market and beyond.

Although not an exclusive audience, we have specific expertise in understanding the motivations and expectations of next generation's consumers and employees, key drivers of the current conversation on sustainability.

Our experience across branding, communications, campaigns and public affairs means we bring an integrated approach to campaign strategy. Our breadth of clients - from start-ups to FTSE 100s - means we are used to working with organisations big and small to help embed this way of working, often for the first time.
Why We Can Help
Matt Pitt

Matt Pitt is a brand strategist with a focus on social impact and an extensive background in politics.

After graduating from King's College London with a Master’s Degree in International Law and Legal Studies, Matt started working as a speechwriter and assistant in the UK Parliament in London. In 2011, he contributed to the book “What Next for Labour - Ideas for a New Generation” to debate about the future of the Labour party and its role in British politics.

Drawn towards the booming ecosystem in Berlin, Matt rose to the challenge of building the digital department of Hering Schuppener, the leading strategic consultancy in Germany and worked closely with leading DAX companies. 

Matt has led the branding, rebranding and positioning efforts of leading companies across numerous industries and set up brand sprints to test, iterate and build their brand frameworks.

Charline Merieau

Charline Merieau specialises in brand design and communications for organisations with a social purpose. 

Charline notably built the reputation of Jumia, Africa’s first tech unicorn, before setting the ground for the rebranding efforts of its umbrella company. During her tenure at Rocket Internet, Europe’s most successful startup accelerator, she helped young organisations from various sectors build lasting brands through engaging storytelling, communications and design.

She advocates for digital literacy and women empowerment, most recently by organising the first Women’s conference on International Women’s Day in Berlin to drive the local community of young women to share, discover and learn through a day of short powerful talks, workshops and networking.

Charline has also moderated various panels, including at the Vizions conference with representatives of the Conseil National du Numerique. 

Purpose Union - Partner

Purpose Union is a specialist agency comprised of strategists united by the belief that the world is better off when companies and organisations think, act and communicate with a defined social purpose.

Our purpose is to combine our knowledge, experience and connections in the private, public and social sectors to help organisations drive social change and achieve their strategic objectives at the same time.

We work with our clients to develop compelling narratives, identify winning arguments, build valuable coalitions and create distinctive campaigns. Our team comprises a new and diverse generation of strategists, which enables us to offer world class advice to our clients in a digitally native and increasingly millennial-driven world.

Root Cause AGENCY
Brands for the next generation.
Lohmühlenstraße 65
12435 Berlin
Find us on Twitter