Great presentation from the folks at Resource Interactive on how Millenials approach the concept of helping others. As Brand Managers think about cause marketing programs, they should consider these facts:
- 87% of Millennials (defined as 16-29) agree that my priority is to look after my family, charity begins at home.
- 50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment.*
- There are four types of Millenials when it comes to their views on “giving”: 1.) Consistent Givers, 2.) Uber Givers, 3.) Not There Yet, & 4.) Spirit Givers
[slideshare id=838934&doc=ridigital-millennials-giving-slidecast-1229019731064952-1&w=425]
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Tags: branding, generation y, Marketing, Resource Interactive
Hello Dave. Do you know if the stat “50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment.” is different among other generations? It’s a statistic I’ve never seen before, but it’s nice to see.
Clearly, that’s one of the strength of this generation’s up-bringing, is charitability! Most of us (in north america) had to do some kind of volunteer work for school or was peer-pressured into it. It’s engrained in us. It’s great and it’s done a lot of good.
However, if we look to europe, for example, where i grew up until age 13… there is no such thing and charitability since it is not required and hence much less practised. Very few of my friends in europe have donated time or money to an organisation. Ironically enough, however, people are naturally more serviceable and helpful towards neighbours and family.
It’s one of those interesting differences that youth marketing agencies need to understand…… nevermind actually, there is no international youth marketing agency? is there?
[pfff end of rant ;D]
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Great info for the Mil Gen. Thanks for sharing.
KyNam – The stat was pulled straight from the deck so I dont have other information unfortunately