Lately, there’s been quite a lot of debate about Millennials (ages 18-34) as that enormous swath of consumers makes its way across the economic landscape. But perhaps marketers looking ahead should focus more on Gen Y’s younger counterparts, Generation Z, those currently age 17 and under. Gen Z is smaller in numbers, but there is evidence to suggest that their influence, fueled by an innate and constant connection to the world around them, will outstrip their size.
In a study conducted by Nielson, the percentage of respondents ages 15 – 20 (also known as Generation Z) who are willing to pay more for products and services that come from companies who are committed to positive social and environmental impact was strong—up from 55% in 2014 to 72% in 2015.
So as a brand, what does it mean to commit to positive social and environmental impact?
Among global respondents willing to pay more, statements about product sustainability purchase drivers were 10 to 13 percentage points higher than the global average percentages for these statements. Characteristics of a company being environmentally friendly (+13 pp), a company being known for its commitment to social value (+13 pp) and a product being made from fresh, natural and/or organic ingredients (+12 pp) ranked the highest in the comparison. For those willing to spend more, the findings show that personal values are more important than personal benefits, such as cost or convenience.
A way to get involved and show your sustainability side is by participating in Earth Day on April 22, 2017. Work alongside handfuls of nonprofits and socially-conscious organizations in promoting a deeper understanding of our planet’s climate, what needs to change, and steps we can take to create a healthier environment.
Ways to get involved in Earth Day could include:
- Partnering with a nonprofit to build a sustainability campaign. Working alongside an environment-focused nonprofit not only broadens your brand’s exposure, but it helps the nonprofit and shows your student ambassadors your sensitive side; it shows them you’re more than just pushing products or services.
- Assigning your student ambassadors Earth-focused tasks to promote environmental consciousness. This could include tasks like picking up trash on their campus or starting a dorm recycling program. Speaking to your student ambassador’s desire to improve the environment will help them connect and invest in your brand.
GET STARTED WITH YOUR EARTH DAY CAMPAIGN.
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