One of the most defining values of the civic-minded Millennials is their desire to do good and ‘make a difference’ in the world. The Cone Millennial Cause Study showed that “61% of Millennials, (defined as those born between 1979 – 2001), feel personally responsible for making a difference in the world.” According to this study, Millennials who are active ‘doers’ are especially receptive to purchasing brands based on perceptions of social responsibility and cause branding.

These “Doers” volunteer at least once a week and represent nearly 20% of Millennials surveyed. Survey findings indicate that volunteerism unleashes a more engaged citizen, consumer and employee. The estimated 15.6 million Millennial “Doers” in this country are a company’s most loyal brand ambassadors. To support the causes they care about, “Doers” will reward a company that meets their standards. At the same time, they are not afraid to refuse to work for an employer that lacks a sincere commitment to social issues. 42% who volunteer weekly describe their “ideal” work environment as a place that will help them make the world a better place, outranking all other factors, including high salary (41%) and flexible hours (37%).

The study points out that 87% of those who volunteer bought a product that supported a cause in the past year compared to just 48% of non-volunteers.

According to the 6th Alloy Media + Marketing survey of College Students, this trend has continued:

“College students demonstrate strong commitment towards the brands they feel are contributing positively to world issues and the environment, and students’ preference for brands they perceive to be socially responsible is on the rise. 41% of respondents prefer socially responsible brands, compared to the 37% reporting last year and a 24% increase since ’06 figures….In current collegiate environment it is very cool to be ‘good’. Brands who enable college students to reflect their own social responsibility… have an advantage”

So what corporate actions catch Millennial’s attention?

69% expressed “donating money to a cause or charity” or “using eco-friendly or “green” business practices”

68% stated “fair labor practices”

49% say that social messages incorporated into advertising have an effect.

For 2008, the #1 choice for “Top Socially Responsible” Brands were:
• Food/Beverage: Yoplait
• Automotive: Toyota
• Personal Care: Burt’s Bees
• Retail: Target
• Shoes & Apparel: Nike