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September 11, 2007
Young People Care About Causes
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
This year's class of college students cares more about social causes than any group in the last five years, according to the Alloy Marketing and Media's College Explorer Survey. 37% prefer brands and companies that are "socially conscious," up 4% from previous years.
Students specifically ranked fair labor practices, environmental policy and philanthropy as the most important components of being socially conscious. In 2006 a different study of the general population found that 76% of people put a company's employee welfare ahead of all other considerations, underlining the importance of fair labor practices.
"There's a lot of research from Alloy, and other sources, showing that particularly among young people the notion of corporate social responsibility is a loyalty driver," said Samantha Skey, Alloy's executive vice president of strategic marketing.
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