Appealing to Socially Conscious Millennials on Social Media
Not all Millennials are created equal, but most if not all Millennials are concerned with issues of equality and social consciousness. Millennials are a valued marketing demographic but our values are more often than not misunderstood by marketers.
Millennial consumers are the most diverse, globally-aware and cause-oriented generation to date. We were not only raised to be Digital Natives but we Millennials view ourselves not as passive observers of such reform but rather cause-oriented catalysts, active participants in our local and global communities and agents of social change.Millennials view themselves not as passive observers of such reform but rather cause-oriented catalysts Click To Tweet
Advertising Age said it best stating, “Millennials care about social issues and tend to support companies that are actively helping address problems across the globe.”
Community values extend far beyond geographic limitations for Millennials as the internet has shrunk our world and expanded our views. Millennial communities form around mindset, ideas and ideals rather than merely location and we consider ourselves to be global citizens, philanthropists, humanitarians and activists.Millennial communities form around mindset, ideas and ideals rather than merely location Click To Tweet
IPG Media Lab reports one of five key millennial behaviors coming out of their CES 2014 as being: “Millennials look to rework – not reject – the rules and status quo in order to put their mark on the world.”
Being cause-oriented has become a defining characteristic of what it means to be a Millennial and so leveraging social consciousness is imperative for companies to turn potential consumers into adamant brand advocates.
According to Nielsen data, “roughly three-quarters of Millennials have shared information on events from a non-profit on Facebook and 69 percent have shared stats on their favorite causes.” Millennials’ expansive social networks become the soapboxes on which we stand to evangelize causes we care about.
Socially conscious Millennial consumers are hypercritical of brands that are not transparent or lack a clear sense of corporate social responsibility. The Millennial mindset lends itself to being vigilantly focused on social consciousness particularly when it comes to issues of sustainability, education, poverty and the environment.Socially conscious Millennial consumers are hypercritical of brands that are not transparent Click To Tweet
A Cone Communications study indicates that 24% of Millennials believe they can make a difference in their community by buying products that support social causes, and 68% of Millennials state a company’s social/environmental commitment as either being important or extremely important when deciding which products to buy. A similar Nielsen report confirms that 51% of Millennials have declared they are willing to pay extra for sustainable products, and still another 51% claim that they actively check packaging of products for sustainable labeling.
Millennials are ready and willing to spend more on goods and services, pay more for a comparable product and do business with brands at a higher price point if they can say with confidence that at least a portion of their purchase is going to be put towards funding a program or initiative proven to give back to a community or if a brand’s overall social impact has considerable measurable reach.
Brands that align themselves with issues and causes that resonate with their Millennial consumers and create opportunities for their participation in such movements are regarded favorably and rewarded with brand advocacy and loyalty among their peer groups on social media.
Effective cause-related marketing means not only forging bonds on social between brand and consumers, but facilitating engaging and transformative conversations that align company and cause and elevate social consciousness. Shared experiences on social media and compelling storytelling are what drive Millennial consumers to support a particular brand or cause.
Millennials inherently crave connection and demand authenticity. Millennial purchasing power is estimated to be around $200 billion annually and we know that with great power comes great responsibility. We are willing to consciously leverage our purchasing power to promote our own social agendas and amplify our ideals.Millennials inherently crave connection and demand authenticity. Click To Tweet
Brands that align their social media marketing approach with authentic social responsibility earn Millennial eyes but consistent engagement and creation of sustainable cause-oriented initiatives on social media is what earns our trust and opens our hearts, even when our purse strings are tight.