Millennials Want Brands to Support Their Social Issues

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Pinpoint Market Research Study Shows U.S. Twenty-Somethings Want Brands To Support Their Causes

Millennials Want Brands To Support Their Causes

These kids want brands to care about the social issues that matter to them. And, they want more than just talk; they want companies to get involved.

Pinpoint Market Research reports that “twenty-somethings” want something more from brands than just a product or service; they want social, political and community action. The market research company surveyed 1,650 men and women aged twenty to twenty-nine in the U.S. about social issues and brand engagement.

What They Want from Brands and the Social Issues That Matter to Them:

  • Seventy-nine percent choose or boycott companies based on the brand’s allegiance to social issues
  • Eighty-eight percent want to see brands “effecting real change” in the community
  • The issues they most care about: online privacy (31%); America’s debt and deficit (22%); climate change (20%); GLBT rights (15%); net neutrality (7%); police brutality/excessive force (5%)
  • Sixty percent care most about experiences/things you do; twenty-one percent care about creativity/things you create; with nineteen percent caring most about ownership/things you have
  • Sixty-six percent plan to vote in the 2016 presidential election; twenty-four percent are undecided and ten percent do not plan on voting
  • Seventy-one percent plan to vote Democrat; nine percent for Republicans; and twenty percent are undecided
  • Fifty-seven percent currently owe student loan debt greater than $35,000

“These kids want brands to care about the social issues that matter to them,” said Jennifer Jones, chief insights officer of Pinpoint Market Research. “And, they want brands to do more than just talk; they want companies to get involved and get their hands dirty to bring about real change.”

More details can be found on the Pinpoint Market Research Blog.

Pinpoint Market Research anonymously surveyed 1,650 U.S. consumers. Age: 20-29. Gender: 54% female; 46% male. Annual income: 5% <$10,000; 19% $10,000-$29,999; 16% $25,000-$49,999; 26% %40,000-$74,999; 32% $75,000-$99,999; 8% $100,000-$124,999; 1% $125,000-$149,999; 1% $150,000-$174,000. Education Level: 8.33% High School or GED; 8.33% some college, but no degree; 29.17% 2-year college degree; 40.28% 4-year college degree; 13.89% Graduate-level degree. Region: 5.21% New England; 9.38% Middle Atlantic; 12.50% East North Central; 9.38% West North Central; 10.42% South Atlantic; 5.21% East South Central; 7.29 West South Central; 9.38% Mountain; 31.25% Pacific. The data has a margin of error of plus or minus 2.5 percentage points.

About Pinpoint Market Research:
Atlanta-based Pinpoint Market Research is more than just a research company. We are strategists who translate intelligent insights into actionable marketing plans. We specialize in Digital and Customer Personas; Competitive Matrix Reporting; Brand Identity IQ; Customer Journey Mapping; Messaging Audits and Strategies; Surveys, Polling and Focus Groups.

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Jennifer Jones
since: 01/2015
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