Cause Marketing and Millennials
by Brian Reich | 27 Jun 2006, 2:00am
A couple of weeks back (yes, I am that far behind on posting thoughts), I attended the Cause Marketing Forum in New York. Carol Cone, one the leading branding experts in the nation, presented the results of a new survey about the expectations of the Millennials when it comes to cause and cause marketing. Here is the quick outline from my notes:
Who are the Millennials?
Born between 78 and 1994
30% of US population (70 million)
- 21 million €˜Tweens’
- 33 million Teens
- 16.5 young adults
1 in 3 non-Caucasian
Common Characteristics
78% web access from home
92% cell phones, (35% teens have mobile phones)
See 400-600 ads per day
Demand customization, immediate benefits/response
What are they looking for?
86% agree companies a responsibility to support social/environmental causes
61% agrees they are personally responsible to make a difference
17% volunteer weekly
20% volunteer ½ hour a month
44% volunteer a few times a year
Habits
79% recommend company involved in a cause to other people
68% consider switching to another company based on cause
45% refuse to buy products if company is not socially responsible
Top Issues
47% education
39% environment
38% poverty
33% health & disease
Reaching Millennials
Television - 64%
Internet - 62%
Word of Mouth - 34%
Business Practices to Build Trust
95% quality/fair priced products or service
94% following the laws
93% communication openly and honestly
93% guaranteeing fair wages
87% donating money to support charity
8%7 protecting the environment
Companies Supporting Causes
75% agree that when a company has a deep commitment to a cause, they are more likely to pay attention to its messages, but 73% believe that most companies are NOT doing enough to support the cause they care about
How do you reach them?
Pay attention and understand generation
Cause is a “have to do”
Provide spectrum of engagement
Customization
Fast, quick and multiple elements
Celebrity involvement
Online and local events
TAGS
: Conferences/Events Research
