Cause Marketing Is Paramount In Reaching Teen Audiences
Cause marketing is becoming an important part of many brand’s public identities and toolkits for reaching consumers, and research points to it becoming especially important for companies seeking to reach the teen market. A study by brand engagement firm Fuse finds that 67 percent of teens say that they are more likely to purchase from a company that supports a cause versus one that does not.
In Fuse’s survey of 2,000 U.S. teens between the ages of 14 and 17, 68 percent said companies have an obligation to help solve social problems, while 67 percent said they themselves have that responsibility. Only 28 percent think companies are doing enough to support causes teens care about.
Authenticity is an important commodity among teens, the study found. Survey results show that after learning a company supports a social cause, 69 percent say they trust the company more, 62 percent say they are more likely to purchase its products and 66 percent say they pay more attention to the company’s marketing and advertising. Certain criteria factor into whether teens believe a company’s position on an issue is genuine—50 percent say they believe a company’s cause marketing is genuine if it makes a financial donation to a cause; 50 percent feel the same if the company’s employees work on the issue and 44 percent feel the same if the company communicates about their efforts in marketing and advertising.
Teens’ top five concerns, as revealed by Fuse’s study, are education, jobs and unemployment, prejudice and racism, the environment and terrorism. Teens have also become more involved in activism. More than a quarter of respondents said they have “attended protests or rallies” or “boycotted a company” in the last year, both notable increases from a similar survey the company conducted in 2016.
Furthermore, 60 percent said they recycle regularly, 42 percent educate family and friends about a cause, 33 percent volunteer their time to a cause and 22 percent donate money to a cause.