Civic-Minded Millennials Prepared to Reward or Punish Companies Based on Commitment to Social Causes
24 Ottobre 2006 - 8:19PM
Business Wire
A national survey was released today that explores how corporate
cause-related initiatives influence Millennials as consumers,
employees and citizens. The 2006 Cone Millennial Cause Study, the
first in-depth study of its kind, shows that 61% of Millennials,
born between 1979 � 2001, feel personally responsible for making a
difference in the world. This civic-minded generation, 78 million
strong, not only believes it is their responsibility to make the
world a better place, they (78%) believe that companies have a
responsibility to join them in this effort. Millennials say they
are prepared to reward or punish a company based on its commitment
to social causes. The 2006 Cone Millennial Cause Study was
commissioned by Cone, Inc., an agency that develops and executes
leading corporate cause initiatives, in cooperation with AMP
Insights, the strategic planning and consumer insights division of
AMP Agency, a youth-focused marketing agency. An overwhelming 74%
surveyed indicate they are more likely to pay attention to a
company�s overall messages when they see that the company has a
deep commitment to a cause. Nearly nine out of ten Millennials
surveyed, ages 13 � 25, stated that they are likely or very likely
to switch from one brand to another (price and quality being equal)
if the second brand is associated with a good cause. Moreover, the
poll finds that as Millennials begin to enter the workforce, they
not only have high expectations for themselves, but also for their
employers. Nearly eight out of ten want to work for a company that
cares about how it contributes to society, while more than half
would refuse to work for an irresponsible corporation. Socially and
Environmentally Responsible Businesses Reap Rewards from 83% will
trust a company more if it is socially/environmentally responsible.
74% are more likely to pay attention to a company�s message when
they see that the company has a deep commitment to a cause. 69%
consider a company�s social/environmental commitment when deciding
where to shop. 89% are likely or very likely to switch from one
brand to another (price and quality being equal) if the second
brand is associated with a good cause. 66% will consider a
company�s social/environmental commitment when deciding whether to
recommend its products and services. Millennials Have High
Expectations of their Employers (of the 28% who describe themselves
as full-time employees.) 79% want to work for a company that cares
about how it impacts and contributes to society. 69 % are aware of
their employer�s commitment to social/environmental causes. 64% say
their company�s social/environmental activities make them feel
loyal to that company. 56% would refuse to work for an
irresponsible corporation. �To best reach Millennials, traditional
marketing must evolve,� explained Anastasia Toomey, Vice President,
Consumer Insights, AMP Agency. �Technology has given the Millennial
generation complete access to what is happening around the
globe.�They are attuned to natural and social world changing events
and they have the knowledge and ability to support the causes they
believe in. Due to the fractured landscape of media that these kids
are wading around in, brands could truly benefit from finding a
shared passion with their target.� �Pioneering companies are
meeting Millennials high expectations by aligning with relevant
social and environmental issues,� explained Carol Cone, Chairman,
Cone, Inc. �Companies need to provide hands-on cause-related
experiences and then clearly and consistently share related
societal impacts. This engagement and communication will create a
generation of brand ambassadors � ready to stand-up and conquer
pressing world issues,�while being loyal to the brands, companies
and employers that they trust most.� Engaged Millennials are a
Company�s Most Loyal Brand Ambassadors According to the study,
Millennials who actively volunteer are even more responsive to
Cause Branding than their less engaged counterparts. These �Doers�
volunteer at least once a week and represent nearly 20% of
Millennials surveyed. Survey findings indicate that volunteerism
unleashes a more engaged citizen, consumer and employee. The
estimated 15.6 million Millennial �Doers� in this country are a
company�s most loyal brand ambassadors. To support the causes they
care about, �Doers� will reward a company that meets their
standards. At the same time, they are not afraid to refuse to work
for an employer that lacks a sincere commitment to social issues.
�Doers� are a Company�s Most Loyal Brand Ambassadors and Employees
42% who volunteer weekly describe their �ideal� work environment as
a place that will help them make the world a better place,
outranking all other factors, including high salary (41%) and
flexible hours (37%). 87% who volunteer weekly have purchased a
product that supports a cause in the past year; that number drops
to 48% for non-volunteers. 71% who volunteer weekly are likely to
speak out against a company that is NOT socially responsible as
compared to 48% of non-volunteers. �To be truly effective,
corporations should use cause branding as a loyalty strategy,�
noted Ms. Cone. �They need to align their brand with a cause that
is relevant, authentic, sustainable and engaging, as well as one
that is true to the core brand identity. Most importantly,
companies cannot be afraid to communicate their cause commitments
with honesty and sincerity. Millennials want to know how their
support of a specific brand or product is actually making a
difference.� For more information about the 2006 Cone Millennial
Cause Study or for a copy of the executive summary, businesses can
contact Kiva Starr at Cone, Inc. (617.939.8335) or Allison Bacon at
AMP Insights (617.837.8163). About The 2006 Cone Millennial Cause
Study The 2006 Cone Millennial Cause Study presents the findings of
an online survey conducted among a national probability sample of
1,800 respondents comprised of 895 males and 905 females, between
the ages of 13 and 25 during the period of 5/16/06 -5/27/06. This
survey captured the opinions, perceptions and beliefs of three
distinct segments: Teens (13-17), College (18-22) and Young Adults
(23-25). The margin of error is +/- 2.31 percentage points. About
Cone Cone, Inc (www.coneinc.com) is a�strategy and communications
agency engaged in building brand trust. Cone creates stakeholder
loyalty and long-term relationships through the development and
execution of Cause BrandingTM, Brand Marketing, Corporate
Responsibility�and Crisis Prevention and Management initiatives.
Cone is a member of the Omnicom Group. About AMP Insights AMP
Insights, the strategic planning and consumer insights division of
AMP Agency, an Alloy Media + Marketing company (NASDAQ:ALOY),
focuses on providing targeted knowledge and consumer insights to
organizations in order to help them guide the strategic direction
of their brands. For further information, please visit
www.alloymarketing.com. Editor�s Note: Case highlights, featuring
corporate pioneers actively engaging Millennials, are available
upon request. Contact: Kelly Faville, Cone Inc., (978)-405-3199 or
kfaville@coneinc.com. A national survey was released today that
explores how corporate cause-related initiatives influence
Millennials as consumers, employees and citizens. The 2006 Cone
Millennial Cause Study, the first in-depth study of its kind, shows
that 61% of Millennials, born between 1979 - 2001, feel personally
responsible for making a difference in the world. This civic-minded
generation, 78 million strong, not only believes it is their
responsibility to make the world a better place, they (78%) believe
that companies have a responsibility to join them in this effort.
Millennials say they are prepared to reward or punish a company
based on its commitment to social causes. The 2006 Cone Millennial
Cause Study was commissioned by Cone, Inc., an agency that develops
and executes leading corporate cause initiatives, in cooperation
with AMP Insights, the strategic planning and consumer insights
division of AMP Agency, a youth-focused marketing agency. An
overwhelming 74% surveyed indicate they are more likely to pay
attention to a company's overall messages when they see that the
company has a deep commitment to a cause. Nearly nine out of ten
Millennials surveyed, ages 13 - 25, stated that they are likely or
very likely to switch from one brand to another (price and quality
being equal) if the second brand is associated with a good cause.
Moreover, the poll finds that as Millennials begin to enter the
workforce, they not only have high expectations for themselves, but
also for their employers. Nearly eight out of ten want to work for
a company that cares about how it contributes to society, while
more than half would refuse to work for an irresponsible
corporation. -0- *T Socially and Environmentally Responsible
Businesses Reap Rewards from
----------------------------------------------------------------------
83% will trust a company more if it is socially/environmentally
responsible.
----------------------------------------------------------------------
74% are more likely to pay attention to a company's message when
they see that the company has a deep commitment to a cause.
----------------------------------------------------------------------
69% consider a company's social/environmental commitment when
deciding where to shop.
----------------------------------------------------------------------
89% are likely or very likely to switch from one brand to another
(price and quality being equal) if the second brand is associated
with a good cause.
----------------------------------------------------------------------
66% will consider a company's social/environmental commitment when
deciding whether to recommend its products and services.
----------------------------------------------------------------------
*T -0- *T Millennials Have High Expectations of their Employers (of
the 28% who describe themselves as full-time employees.)
----------------------------------------------------------------------
79% want to work for a company that cares about how it impacts and
contributes to society.
----------------------------------------------------------------------
69 % are aware of their employer's commitment to
social/environmental causes.
----------------------------------------------------------------------
64% say their company's social/environmental activities make them
feel loyal to that company.
----------------------------------------------------------------------
56% would refuse to work for an irresponsible corporation.
----------------------------------------------------------------------
*T "To best reach Millennials, traditional marketing must evolve,"
explained Anastasia Toomey, Vice President, Consumer Insights, AMP
Agency. "Technology has given the Millennial generation complete
access to what is happening around the globe. They are attuned to
natural and social world changing events and they have the
knowledge and ability to support the causes they believe in. Due to
the fractured landscape of media that these kids are wading around
in, brands could truly benefit from finding a shared passion with
their target." "Pioneering companies are meeting Millennials high
expectations by aligning with relevant social and environmental
issues," explained Carol Cone, Chairman, Cone, Inc. "Companies need
to provide hands-on cause-related experiences and then clearly and
consistently share related societal impacts. This engagement and
communication will create a generation of brand ambassadors - ready
to stand-up and conquer pressing world issues, while being loyal to
the brands, companies and employers that they trust most." Engaged
Millennials are a Company's Most Loyal Brand Ambassadors According
to the study, Millennials who actively volunteer are even more
responsive to Cause Branding than their less engaged counterparts.
These "Doers" volunteer at least once a week and represent nearly
20% of Millennials surveyed. Survey findings indicate that
volunteerism unleashes a more engaged citizen, consumer and
employee. The estimated 15.6 million Millennial "Doers" in this
country are a company's most loyal brand ambassadors. To support
the causes they care about, "Doers" will reward a company that
meets their standards. At the same time, they are not afraid to
refuse to work for an employer that lacks a sincere commitment to
social issues. -0- *T "Doers" are a Company's Most Loyal Brand
Ambassadors and Employees
----------------------------------------------------------------------
42% who volunteer weekly describe their "ideal" work environment as
a place that will help them make the world a better place,
outranking all other factors, including high salary (41%) and
flexible hours (37%).
----------------------------------------------------------------------
87% who volunteer weekly have purchased a product that supports a
cause in the past year; that number drops to 48% for
non-volunteers.
----------------------------------------------------------------------
71% who volunteer weekly are likely to speak out against a company
that is NOT socially responsible as compared to 48% of non-
volunteers.
----------------------------------------------------------------------
*T "To be truly effective, corporations should use cause branding
as a loyalty strategy," noted Ms. Cone. "They need to align their
brand with a cause that is relevant, authentic, sustainable and
engaging, as well as one that is true to the core brand identity.
Most importantly, companies cannot be afraid to communicate their
cause commitments with honesty and sincerity. Millennials want to
know how their support of a specific brand or product is actually
making a difference." For more information about the 2006 Cone
Millennial Cause Study or for a copy of the executive summary,
businesses can contact Kiva Starr at Cone, Inc. (617.939.8335) or
Allison Bacon at AMP Insights (617.837.8163). About The 2006 Cone
Millennial Cause Study The 2006 Cone Millennial Cause Study
presents the findings of an online survey conducted among a
national probability sample of 1,800 respondents comprised of 895
males and 905 females, between the ages of 13 and 25 during the
period of 5/16/06 -5/27/06. This survey captured the opinions,
perceptions and beliefs of three distinct segments: Teens (13-17),
College (18-22) and Young Adults (23-25). The margin of error is
+/- 2.31 percentage points. About Cone Cone, Inc (www.coneinc.com)
is a strategy and communications agency engaged in building brand
trust. Cone creates stakeholder loyalty and long-term relationships
through the development and execution of Cause Branding(TM), Brand
Marketing, Corporate Responsibility and Crisis Prevention and
Management initiatives. Cone is a member of the Omnicom Group.
About AMP Insights AMP Insights, the strategic planning and
consumer insights division of AMP Agency, an Alloy Media +
Marketing company (NASDAQ:ALOY), focuses on providing targeted
knowledge and consumer insights to organizations in order to help
them guide the strategic direction of their brands. For further
information, please visit www.alloymarketing.com. Editor's Note:
Case highlights, featuring corporate pioneers actively engaging
Millennials, are available upon request. Contact: Kelly Faville,
Cone Inc., (978)-405-3199 or kfaville@coneinc.com.
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