On Tuesday, January 16th I’ll be leading a call on Gen Y Servant Leaders: Stewards of our Future. The call will highlight stories from Gen Y leaders who’ve chosen to do something with their lives that makes a difference. It will also explore the underlying state of mind that Gen Y holds, born from the encouragement that they received from teachers and parents, that they can be and do ANYTHING they want!

Businesses are beginning to recognize this as an important element in the recruiting, retention, and marketing efforts they employ and see the affects in the buying habits of Gen Y’ers. I’ve identified five key questions that Gen Y’ers ask themselves as they consider working for a company or buying a product today. These questions might help you shape how you, your business, and your products can become more attractive to this service-minded age group.

Here’s your first preview at these questions - others will follow:

What are you doing to help me grow as a giver?

Gen Y’ers know the secret to making a difference is giving - time, money, encouragement, or effort. Tapping into this sense of giving for a greater purpose is at the heart of stewardship. Servant leadership is an extension of stewardship because it encourages a servant attitude of its leaders to think of the needs of others first.

Organizations which can clearly link the benefits of their brands and products to a larger purpose like social change, community betterment, or world sustainability (rather than just profits) are more likely to gain Gen Y’ers attention. By buying a product from a company which uses a portion of its income to support a larger purpose in the world, Gen Y’ers can believe that they are consuming, but giving at the same time. This emotional and psychological lift fulfills their need to make a difference.

How do you make a difference for victims of Hurricane Katrina? College students from Howard University gathered up materials, used spring break time, and donated money and sweat equity to rebuild houses.

How do you break the cycle of poverty in poor countries? Pura Vida coffee supports fair trade sales, training for farmers, and sustainable development tours for college age kids every summer to Create Good(TM) while selling great coffee.

Organizations which are looking to recruit or retain younger workers also must face the reality that giving outside of work is a part of this generation’s habits. Innovative companies are looking for ways to bring this sense of giving and purpose into their workers daily roles to keep Gen Y engaged. Some companies provide matching time off for participating in community care initiatives. Others use outside non-profit Board service as a leadership development tool. Still others encourage on-site service projects with social service providers which help bond employees and the service provider’s clientèle to a common goal teaching teamwork, diversity, and collaboration.

How do you turn a company that makes boots into a worldwide leader in community service? Timberland developed the Path of Service(TM) program which offers Timberland employees 40 hours of paid time off to serve in their communities. It also has pioneered corporate giving and community action through its website: timberlandserve.com

In a post on WorldChanging from December 9, a San Francisco Bay company is highlighted. We’ve all heard of Habitat for Humanity and its amazing work which builds new homes for low-income families through community collaboration. But, this offers a new twist.

Grid Alternatives provides solar energy expertise, labor, and design for low-income individuals who often get socked the most for higher energy prices. By asking the homeowner to cover just the cost of equipment, new solar panels are installed; individuals are trained; communities are made more sustainable; and people at the lowest end of the social and economic spectrum are afforded an opportunity to better use limited resources.

From the Grid Alternatives website:

Our vision of sustainable development centers on community involvement and our focus and expertise lies in using renewable energy (solar, wind, small hydro, bio-mass) to provide solutions to the challenges facing the rural and urban poor.

I’ve often wondered how sustainability could be encouraged at the lowest income levels where it can have the greatest impact on daily life. Too often organic food, environmentally sustainable housing solutions, and energy efficient transportation solutions cost more than the working poor can afford. The ability to afford something good for life and good for the earth should not preclude the availability of this good to the largest possible audience. It’s great to see this type of initiative gaining the interest of so many sponsors, many of whom make it a point of being on the forefront of innovative and environmentally-friendly solutions.

What a wonderful example of young people using their skills to better the lives of people who have little. Stewardship at its best.