Full disclosure, I used to work for The Boston Consulting Group (BCG) in their Innovation, Marketing and Communications group, and am pleased to share their insights on social impact, employee engagement and consumer marketing on this blog. You can read about new BCG insights on employee volunteering from a post earlier this week. The following is a guest post from Network for Good's CSO & COO, Katya Andresen and is adapted from an article that originally appeared on Katya's Nonprofit Marketing Blog.
The highlights? Among the most interesting findings is that millennials - who were taught to recycle in kindergarten - are more likely to take certain socially conscious actions during their daily life. They are apt to buy products that support their principles and more likely than other generations to spread the word about a cause campaign or participate in fundraising events. They are highly social creatures online (and off) are more likely than others to speak up online, whether it’s to rate a product or upload content. Millennials expect companies to care about social issues and reward those who partner with the right causes, says the report.
On the other hand, their affinity for causes doesn’t necessarily translate into higher levels of volunteerism. Millennials are slightly less likely to volunteer their time than non-millennials (31 to 26 percent). But that’s still one in four who will give their time. Don’t write them off! They certainly view themselves as more active than others think they are:
The report notes another important universal quality of millennials: they are distrustful of corporate messengers and more inclined to believe their friends and peers. Of course, not all millennials are created the same. The report profiles several typical “types.”
The bottom line? Make it easy for this generation to spread the word about your cause marketing initiatives and reach them through messengers they trust - their peers. And as the report says, millennial attitudes are early indicators of more widespread future trends. These folks will someday be your brand loyalists - or not - depending on how well you understand them and how well you engage.