Teens Say Companies Have a Role in Solving Social Issues
Teens’ views have shifted on who has an obligation to solve social issues. Teens feel that individuals (51%) and the government (39%) have the primary responsibility. While less than 10% of teens say corporations should play a role in solving social issues, 77% of teens say they are more likely to purchase the products of the companies that do.
When it comes to the type of corporate social activism, 85% of teens expect brands to donate money to a cause and communicate their support in their marketing and advertising campaigns.
Brands Whose Cause Marketing Efforts Resonate Most with Teens
In past studies, brands whose cause marketing efforts most resonated with teens included Ben & Jerry’s, Walmart, McDonalds, Chili’s Bar & Grill, Microsoft and the NFL. In 2020, three brands whose cause marketing efforts are getting teens’ attention include:
- Tom’s Shoes, a company whose entire business model represents cause marketing, pioneering the “one for one” giving model in their ongoing support for children’s health, continues to broaden their efforts to include causes like sight, water, homelessness, mental health, equality, ending gun violence and more
- Patagonia, a company known for their ongoing support to protect the environment, recently closed their stores and offices on September 20, 2019 in support of the Global Youth Climate strike, highlighting prominent youth climate activists and asking their customers to get involved with a direct call to action to contact their government representatives
- Starbucks, a brand known for their inclusive, personable and communal nature, continues to win teens over with their cause marketing initiatives, from donating proceeds to support non-profits, including $3 million to COVID-19 relief efforts, to their commitment to sustainability, completely eliminating plastic straws globally in 2020 by launching innovative strawless lids