Thursday 2 November 2017

Target Audience Research

CONE Communications, September 23 2015

'From buying products associated with a cause they care about, to sing online networks to amplify social and environmental messages, Millennials are universally more engaged in corporate social responsibility efforts. - 2015 Cone Communications Millennial CSR Study. 

The study found that 9 in 10 millennials would switch brands to one associated with a cause. The study also found that two-thirds use social media to engage around such brands.

“This research reiterates the significant differences in how gender, life-stage and income level impact how Millennials want to be engaged in CSR efforts,” says Lisa Manley, executive vice president, CSR StrategyCone Communications

The research found that millennials are more willing to:
1. Purchase a product with a social or environmental benefit (87%)
2. Tell friends and family about CSR efforts (82%)
3. Voice opinions to a company about its CSR efforts (70%)
4. Volunteer for a course supported by a company they trust (74%)
5. Make personal sacrifices to make an impact on issues they care about
6. 70% would pay more for a product
7. 66% would share products rather than buying
8. 62% would take a pay cut to work for a responsible company

This research would suggest that it is millenials who are the most active in being socially aware. It is therefore important to encourage this interest and ensure that more information is available to millennials. 

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