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…