One thing that pretty much every Millennial consumer study tells us is that young people greatly appreciate brands that act responsibly, even if they don’t always have the time to research the nitty gritty or compare and contrast which businesses live up to their taglines.
A recent study by Cone Communications, however, went a bit deeper. Some findings:
- 88% of the public wants to learn more about what companies with existing CSR programs are doing
- 94% of Hispanic Americans say they’re “very likely” to switch brands based on CSR efforts (compared to 89% in the population at large)
- 75% of Hispanics have already donated to charities this year (65% among general public)
The basic conclusions are obvious for brands, but we’ll do a little more digging (full study available for download here):