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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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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