Mar 07, 2019
How young adults get involved in today’s social issues—and what they expect from brands.
The information age is giving millennials more than unbridled individualism and a predilection for social media—it’s causing them to be hyper-aware of what’s going on in the world.
This awareness means that today’s young adults know they need to act to make the world better. According to new research from Viacom’s Marketing and Partner Insights (MPI) team, two in every three millennials feel obligated and excited to do their part. They are actively challenging the notion that they’re a generation of so-called “slacktivists” who prefer to share their opinions on social media rather than act.
This trend is especially useful for marketers and advertisers who want to meaningfully engage with young adults around social issues. Overall, cause marketing has increased exponentially in recent years, with spending growing threefold since 2000 to more than $2 billion in 2018, according to sponsorship consultancy IEG.
When it comes to cause marketing to millennials specifically, MPI’s research—compiled with input from experts, interviews with young adults, and nationally representative surveys—highlights a few key trends that will help marketers understand the beliefs and values of this audience segment.