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

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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