China’s 382 Million Millennials Demand Corporate Social Responsibility
A vast majority of millennials across the world expects brands to engage in corporate social responsibility—and China is no different, according to a new report.
A survey by communications agency MSL Group that questioned 8,000 milllennials worldwide born between 1984 and 1996 found that in China, 92 percent of respondents demand business involvement in addressing social issues. This is in line with millennials’ expectations globally: 73 percent said that government can’t solve major social by itself, and 83 percent want corporations to be actively involved.
“The overwhelming majority of millennials believe corporate involvement in tackling issues such as economy, health and environment is a key factor to build a successful outcome,” said MSLGROUP Chief Strategy OfficerPascal Beucler. “Millennials look to businesses not only to lead, but to actively engage them in the process. This opens up huge opportunities for businesses worldwide to re-set in the face of declining consumer trust.”