Monday, October 28, 2013

Millennials Drawn to Cause Brands

Recently, I've been reading a lot on how companies are targeting the Millennial generation. As a Millennial myself, I find it very interesting how companies are changing their marketing efforts to grab the attention of Millennials. One topic that particularly sparks my interest is how companies are keeping Millennials in the loop about their socially responsible practices. Research shows that Millennials are more attracted to brands that have causes linked to them. To highlight a few brands with strong causes, let's take a look at TOMS Shoes, Method, and Starbucks.


TOMS Shoes has a One for One policy. With every product that is purchased, TOMS will help a person in need. Method cleaning products are all non-toxic. All products are made with natural and biodegradable ingredients. The bottles are made from 100% recycled plastic, and they also have developed a Greensourcing Program for their suppliers to drive green innovation. Starbucks is another very well know socially responsible company. In 2012, 93% of their coffee was ethically sourced.

It seems like we always hear about the same companies for their socially responsible efforts. But here's the catch - it's working! All three companies I listed are very well known in their efforts to create responsible companies. You can go to any of their websites and see the transparency of their social missions to their stakeholders. Starbucks does an exceptional job by not only clearly stating what they are doing right now to be socially responsible, they also state specific goals to improve their social mission. TOMS Shoes, Method, and Starbucks have all been very successful, not only for their products, but for their core values and responsibility.

This is what Millennials are drawn to. This is what I am drawn to. I want to purchase from companies that are making a difference and letting me share in the mission of making this world a better place. We want to show our loyalty to those who are helping others. Of course there are many other socially responsible companies I have not listed, and those companies are doing great things. The questions is, how can you relay your message to your consumers and suppliers? Stay transparent with your stakeholders. State your successes and your goals on your website and make sure they are easily found. Talk to your suppliers. Make sure your suppliers are also looking to increase their social responsibility. Market your social mission along with your products. Lastly, interact with your customers to make sure they are well aware of the social mission that drives your company. You are doing awesome things! Let others see that.

Comments about marketing social responsibility to Millennials? I would love to hear them!

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2 comments:

  1. flip sideOctober 28, 2013 at 5:06 PM

    Seems like a good idea on the surface ..right? Yeah, it makes me feel good as a consumer, but what are the actual implications? We are at a time when we as consumers are nearly saturated with media. Its getting harder and harder for companies to get their message past all the clutter. Corporations relate their brand to a "socially responsible" cause to form an emotional bond with us then get to us buy something, and it's working! But, if we are drawn to companies that are marketing their charities, we giving corporations the power to decide which charities we donate to. Will consumers stop writing a check to philanthropies of their choosing because they donated a pair of shoes when they bought their TOMS? When consumers start attaching their personal social responsibilities to their purchases instead of their lifestyles and donations, we are going to end up ignoring some of the more worthy charities. A corporation is never going to attach their brand to controversial causes such as gay rights or encouraging parents get their kids vaccinated. Everyone is happy when a corporation puts a pink ribbon on their product or uses recycled material. Aren't we all pretty aware of breast cancer by now? Why should we be applauding a company that produces disposable soap dispensers then uses mass amounts of energy to recycle materials that we probably shouldn't have wasted in the first place? Supporting corporation becaue of their social cause seems like an easy way out for millennials. I understand.. most of us are overwhelmed with the number of problems in the world from politics to war to hunger to equal rights. It's hard to know what to stand for or where to start, but I don't think that's an excuse for being apathetic and leaving our social responsibilites to a coporation. I know I would spend my money more responsibly than leaving it up to a corporation that needs to look out for their self interest.

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    1. Megan BumanNovember 1, 2013 at 10:30 AM

      Thank you for your comment. I agree that we should not leave our social responsibilities to corporations. Some social causes do dominate the market, while other very important causes get ignored. Social responsibility is more than just giving to charity, it is the act of benefiting society as a whole. Each individual is responsible for benefiting a society as a whole through their actions. Corporations provide an outlet for those who don't know where to start making a difference. However, I do agree that each person needs to decide for themselves how they want to make a difference. Should corporations be asking their consumers for guidance on choosing a social causes before implementing a social cause? There is definitely grey area when it comes to corporations benefiting society at the same time that they are looking out for their own self interest.

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