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Teens and social cause….

November 11, 2009 by Sarah Newton  
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Youth and their social conscious behaviour

There has been much said about Generation Y and their socially conscious behaviour and how marketers need to add a cause element to their offerings to youth. it appears that now we can say for sure that this is the case.

C&R Research found in its latest YouthBeat syndicated research report that a brand’s perceived level of social responsibility is an increasingly important consideration when young people open their wallets.

“Nearly half of the teens in our panels said they had made a cause-related purchase, and more than 20% asked their parents to buy a particular product because it supported a cause. And the younger set is following the pattern. Almost 40% of tweens (ages 9 to 12) and 20% of kids (ages 6 to 10) also have bought an item tied to a social cause.
And big money’s at stake. Studies put the annual spending power of young people ages 8 to 14 at $43 billion — and that doesn’t count their influence over billions of dollars in their parents’ purchases, whether it’s cell phones, or cars, or vacations.

You don’t have to be as explicit as “Buy this product, and 10% goes to charity.” Merely associating with worthy endeavors can influence young people’s relationships with brands. Nearly 40% of teens (age 13 to 18) and tweens, for example, say they have bought a product because it was made from recycled materials, with more girls than boys reporting such ecological attentiveness”.

Of course, we knew this anyway……

Some great example are out there already

Innocent Smoothies Big Knit Campaign, which encourages people to knit hats for their smoothies then sells the smoothies with the hats on to make money for the elderly in the winter.

Tom’s Shoes and the simple movement
Tom’s Shoes was founded on a simple premise. With every pair you purchase, Tom’s will give a pair of new shoes to a child in need. One for One. Using the purchasing power of individuals to benefit the greater good is what we’re all about.

A lot of these ideas are simple, straightforward and easy to understand, so my questions to you are….

1. What cause would fit in with the aims of your business and appeal to young people?
2. How could you make it simple and easy to understand?

The best campaigns mobilize people on and off line and are really about the cause, not about making the company feel better or a great PR stunt.

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Tags: marketing Generation, social cause, Youth, Youth Marketing

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