Your Future Consumer’s Views on Social Activism and Cause Marketing and How It Differs from What Millennials Think
Either donated to or volunteered their time to a cause
Educated family and/or friends about a cause
Boycotted an activity or company
85% of Gen Z believes companies have an obligation to help solve social problems. While 57% believe companies today are doing enough to support social causes.
If given a choice between two brands, 85% of teens are “likely” to purchase from a brand that supports a social cause over another brand that does not support a social cause [vs. 70% of Millennials.]
Relevancy matters – 57% of Gen Z say it’s more important that they personally care about the cause a brand is supporting than it is that a company just supports a cause. Just 25% of Millennials agree with that sentiment.
It doesn’t take much for Gen Z to trust that a brand’s cause marketing is making a difference:
Brands whose cause marketing is resonating with Gen Z include:
Ben and Jerry’s: Ben and Jerry’s tackles a range of social issues from climate change to supporting mandatory GMO labeling
Chili’s Grill & Bar: Chili’s Grill & Bar has raised more than $54 million for St. Jude kids since becoming a corporate partner in 2002
The National Football League: The NFL’s “A Crucial Catch,” in partnership with the American Cancer Society, is focused on the importance of regular breast cancer screenings