The profound impact social media has had on our society (and the world) in the past years has led people to take it far more seriously and think differently about how it can affect social issues. Not only are people sharing content with family and friends, but they’re standing up and supporting issues they feel strongly about. In 2010, TBWA/Worlwide posed the question, “How can brands engage young adults in social responsibility?” The answers were critically important, yet simple: make it easy, make it social, make it fun. Two years later the study has been updated, and insights into engaging this crucial audience of pro-social consumers, as well as ideas about creating a better world have been found.
More young adults (ages 20-28) are now actively supporting the causes they care about. They’re going beyond simply being informed or talking about social issues with their friends and instead taking real action in ways that companies and organizations should take note. For example:
Young Adult Social Activists:
- 7 in 10 American young adults are social activists.
- 1 in 2 donate time to support the causes he or she cares about.
- 1 in 3 boycotts or supports a business based on the causes he or she cares about.
- 1 in 5 participates in a rally or meeting, or contacts their local representative.
- 3 in 5 are female, and 3 of 5 of all activists are educated and working.
It can also be said that this group are activist consumers. They’re more likely to purchase from a company that supports a cause they care about (if price and quality were equal), and they want companies to take action. They believe corporations should create economic value for society by addressing its needs. If a corporation is able to take the wants of this group to heart, not only will they think more highly of a company that supports a social cause, but they would also be more apt to seek employment with a company that does so.
Click here or the graphic below for a full-sized view: