Millennials & Teens Sound Off: What Brands Do The Most Good

We know Millennials and teens expect brands to make a difference, but what company do they think is doing the best job supporting a social cause? We asked 1000 13-33-year-olds. 

Our most recent survey of Millennials and teens explored their social good attitudes and behaviors, from the causes that matter most to them right now, to how they make a difference, and how they feel about corporate social responsibility. We found that 45% of 13-33-year-olds think that brands play a significant role in social good or charity work. We’ve seen for some time that young consumers are looking for brands that help them to make a difference, and they are drawn to brands that make them feel good about themselves—which for many means those brands than make them feel they’re making a positive impact on the world. At this point it’s expected that brands will have some sort of social good effort, and that these charitable efforts will help to appeal to Millennials and teens. According to one study, 70% of Millennials spend more money on brands that support causes, and 66% are more likely to engage with those brands on social media to discuss social responsibility.

But corporate social responsibility is still a tricky area for many. As brands feel more pressure to do good, an industry of agencies focusing on socially responsible marketing has emerged. Finding the right social good mission is key, and one insider reports, “Brands often want to randomly pick a cause even if they don't truly believe in it. Millennials will see right through that.”

So what brands are succeeding in their CSR strategies? To find out, we asked 1000 13-33-year-olds “What brand do you think does the BEST job of supporting a social cause or charitable organization?”* Here are their top ten responses: 

We’ll start with an…

 
 

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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