Raising the bar? How Generation Z perceives corporate reputation and environmental commitment

Purpose The purpose of this study is to explore stakeholders’ perceptions of corporate environmental commitment and reputation, focusing on Generation Z versus Millennials, Generation X and Boomers. This paper also analyses variations by gender, country and industry, specifically contrasting stigmatised sectors with non-stigmatised ones. Design/methodology/approach A comprehensive cross-national survey was conducted in three waves (n = 8,980) in six countries (Spain, Italy, Portugal, Colombia, Mexico and Chile) during 2023. Findings The results of this study indicate a more favourable assessment in non-stigmatised sectors across all generations, particularly in Spain, Italy and Chile. While Generation Z shows similarities across countries, there are generally significant differences between the six countries. Spain is the most demanding in its evaluations, though Generation Z in Spain offers more positive assessments than previous generations. This study also confirms that women, in all countries and generations, provide more positive assessments. Practical implications The findings of this study contribute to corporate social responsibility (CSR) and corporate reputation theory and provide practical guidance. Tailoring strategies to demographic differences – such as Generation Z’s preference for participatory and digital engagement – can strengthen credibility, enhance reputation and foster long-term stakeholder trust. For instance, organisations should adopt transparent, targeted communication using interactive sustainability dashboards and storytelling campaigns that showcase measurable achievements. Originality/value This study addresses a critical yet underexplored aspect of CSR by empirically examining how public perceptions of corporate environmental commitment and corporate reputation differ by country, generation, gender and sector. Specifically, this paper highlights the underrepresented perspectives of Generation Z in CSR literature.