Marketers are slowly starting to realise that in order for their brand to appeal to millennials, they need to 'do good'. Millennials want to feel that they are interacting with brands that are making a positive impact on the world, whether that involves supporting a specific charity, or making it known that their processes have been engineered to have as little impact on the environment as possible.
Millennials make up a quarter of the UK population according to the Inkling Millennial Report 2015, so this isn't an audience's wishes that brands can ignore.
Interestingly, it appears that one of the biggest obstacles for consumers that want to do good is that they aren't sure exactly what to do. They know they want to make a difference to the world, but how should they go about this? Brands that are able to make the most of this sentiment and introduce social-good marketing are the ones that will see the huge benefits when it comes to brand engagement and revenue. Marketing teams are therefore starting to develop concepts to show how their brand can be a force for good and give consumers an easy way to 'do good' by buying their products/services, whether this is introducing systems to fight climate change, or donating money to projects in local communities where they operate.
So, what could your brand achieve by doing something good for the world?
If the people in our society with the most spending power want to buy from and work for companies with a social conscience, that changes the very fabric of how products and services are sold. According to Deloitte’s 2015 Millennial Survey, 84 percent of millennials say making a positive difference in the world is more important than professional recognition.