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Millennials prefer socially responsible companies

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Millennials prefer socially responsible companies

They are branded as individualists, cynical, selfish, but then it turns out that when push comes to shove (or at least, when interacting with brands) they are the ones who care the most about the impact their purchases have on the planet. Thus, they are the first to buy products associated with a cause, reward socially responsible companies with their loyalty or amplify brand messages committed to a good project via social media. And a new study endorses it again. This is the 2015 Cone get chinese phone number Millennial CSR Study, where we learn that 91% of millennials would change their brand to one associated with a cause (compared to 85% of the general population) or that 66% use social networks to interact with corporate social responsibility actions (compared to 58% of the rest of the population groups). Millennials are the most enthusiastic in their support of brands’ social and environmental efforts, and are also the most likely to say they would participate in CSR initiatives. Specifically, 87% would buy a product with social or environmental benefits, 82% would tell friends and family about a company’s social responsibility efforts, and 74% would volunteer for a cause supported by a company they trust. They are also the first to agree to sacrifice something in order to improve the world: 70% are willing to pay more for a socially responsible product.

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It is clear that any company that targets the youngest must take this into account when thinking about how to improve its reputation: 93% of millennials perceive companies as “better” when they know they are taking responsibility initiatives corporate social. Social networks, one more tool to disseminate initiatives As digital natives, millennials believe that social media can become the perfect megaphone to convey messages about the issues that concern them. Thus, social media becomes a channel to engage in direct dialogue with brands or to Betting Email List in their CSR initiatives. 38% of young people share positive information about brands and social issues that matter to them, while only 26% share negative information. In addition, 18% communicate with companies to discuss these types of issues, and 17% contribute directly to the social efforts carried out by the company. There is no homogeneous group This study again shows that not all millennials are the same, nor do they have the same attitudes and perceptions regarding corporate social responsibility. Thus, important differences in behavior are revealed according to gender, age, or way of life. For example, it is possible to differentiate between the young millennial (18-24 years old) and the mature millennial (25-34 years old). While the former are the most likely (82% versus 75%) to value the social commitment of a company when deciding where to work, the latter, although they also attach great importance to the social actions of companies, show greater signs of skepticism. Thus, only 25% believe that they can make a significant impact on the world through their purchases (compared to 36% of young people). Regarding gender, while women see their purchasing power as the basic way of showing support for a brand’s CSR efforts (64% bought a product associated with a solidarity campaign in the last year), men see it more as a reputational protector than a purchase driver. The economic and personal situation also affects the way of relating to companies and social initiatives, and for example, millennials with high economic power are the most likely to make donations and mothers are the ones who most add to amplify the actions social networks of the companies in their social networks, blogs or reviews. This shows that it is not possible to design a single message to reach all millennials, but that, to achieve the greatest impact, it is necessary to look for the preferences and motivations of each segment and personalize content, channels and messages.

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