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Land Choices: Changing Development in America

Millennials think corporations need a conscience

Courtesy Katya's Non-Profit Marketing Blog, Getting to the Point, www.nonprofitmarketingblog.com
Posted by Katya on Tue, October 02, 2007

1. Millenials are skeptical of marketers. They will not respond to products or services that don't seem genuine.

2. A way to gain their trust as a corporate marketer is to align with good causes, but few companies do so. 61% of millenials are worried about the world and want to make a difference, and 81% volunteered in the past year. 70% of millenials believe companies don't do enough to support good causes.

3. To reach these consumers, traditional marketing needs to evolve. Companies need to create a new generation of fiercely loyal customers passionate about working with corporations to change the world. 83% say they will trust a company more if it is socially and environmentally responsible. 69% say they consider a company's social and environmental commitment when deciding where to shop, and 89% would switch brands if price and quality were the same if the second brand was associated with a good cause.

From Katya
Cone has some slightly old but still valid research about these younguns - aka "millenials" - that is worth sharing. Millenials include "teens" (13-17), "college" (18-22) and "young adults" (22-25) in Cone's online survey. Cone's main finding was this is a very socially conscious group of people - far more focused on causes at a young age than my aimless Generation X, and they reflect those values when buying things.