Millennials & Gen Z on the 10 Brands That Do the Most Good…& The 10 That Do the Least

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked 1000 13-34-year-olds to tell us the brand they think that does the BEST job supporting a social cause, and which they think does the WORST…

These days, sex may no longer sell, but social good does. In response to Trump’s immigration ban last month, Starbucks made a commitment to hire 10,000 refugees, Airbnb offered free accommodation to those not allowed in the U.S., and Uber donated $3 million to drivers affected by the ban. The Guardian reports that it seems “companies are now attempting to outdo each other with major acts of generosity”—and making sure consumers know about it. We’ve also seen brands’ social good campaigns move to social media. Marketing like Land O' Lakes “Delete to Feed” and Heinz “Selfie For Good” are broadcasting companies CSR efforts, and letting consumers broadcast their own participation as well.

The race to show young consumers the difference they’re making in the world obviously comes from the long-standing understanding that Millennials and Gen Z are more likely to buy from brands that are doing some good, or support what they believe in. According to Ypulse’s recent monthly survey and Topline Report on causes, social good & thoughts on brand CSR, 82% of 13-34-year-olds buy products from brands that support the causes that they believe in and 82% say buying products from brands that have social good components makes them feel better about spending money. But the same survey also revealed some of their more complicated and emerging feelings on the topic. Brand CSR isn’t just a perk, it has become an expectation: 84% say that all brands should do some sort of social good/charitable work. And as more brands make social good a focus, the more skeptical they become: While 40% say being involved in charity/social good makes them trust a brand more, 59%…

 
 

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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