Young consumers are putting their money and social media power where their beliefs are. These passions are certainly impacted by current world events: gun control did not make the list of top ten causes 13-36-year-olds were passionate about in 2018, but made top five this year. Not surprisingly, they’re also more passionate about issues that directly affect them. These young generations are also supporting causes differently, with 18-36-year-olds most likely to do so by voting, giving microdonations, and boycotting brands, while teens are most likely to be sharing hashtags through social media. In a post-woke world, it’s becoming increasingly necessary for brands to make their social good involvement clear. Brands should not only have a social cause to stand behind, but make an active effort to support it—and don’t be shy about communicating these efforts with young consumers.
Download the full report for insights on:
- The top causes they’re passionate about—and how that varies based on gender and age
- How they’ve supported the causes they’re passionate about
- Their thoughts on brand activism
- What makes them feel they can trust a brand more
- How causes impact their shopping
Report length: 5 pages
Based on a survey of 1000 13-36-year-olds in the U.S. fielded January 2019
