Marked increases in Gen Z’s belief companies must address hot-button issues like gun control and LGBTQ+ rights
NEW YORK, October 23, 2019, /3BL Media/ – Nearly nine-in-10 (87%) of Gen Zers are worried for the environment and the planet, according to the 2019 Porter Novelli/Cone Gen Z Purpose Study. The study, surveying Americans ages 14-22, examines this emerging generation’s expectations of and attitudes toward company involvement in social and environmental issues – and the actions they are willing to take to positively impact topics they care about.
What if we told you communicating with Purpose could help your organization break through the clutter? Not just break through – but actually ignite physical reactions like increased attention, heightened arousal and emotion that consumers themselves may not even be aware of. And, those physical reactions have a ripple effect. What if we told you Purpose has the undeniable power to create deeper bonds that transform the traditional consumer-company relationship?
The demand for organic foods continues to increase at astounding rates. While U.S. sales of organic food and beverages totaled less than $4 billion in 1997, that number is anticipated to hit more than $100 billion by 2025. Yet, supply and demand are not matching up.
A deeply rooted tenant of cause marketing is that when given a choice between two brands of similar price and quality, consumers will switch brands to one that is associated with a good cause. In fact, our 2017 Cone Communications CSR Study found nearly nine-in-10 (89%) would make that switch, steadily rising from 66 percent of consumers in 1993. And many brands over the years have harnessed this key learning – from (RED)’s many partners to TOMS buy-one, give-one approach.
Around the country, millions of people tuned in to watch Super Bowl LIII, a day not only for the competition between two franchises, but also a time when brands pull out all the stops for advertising campaigns. In fact, 17.7 percent of adults watching the game say the ads are their favorite part of the Super Bowl. And like Super Bowls of the past, some of the standout ads from this weekend’s game did more than just promote the latest product.
As the year draws to a close, Cone evaluated 365 days’ worth of Purpose-driven campaigns to bring you the top 10 trends of 2018. Join us as we count down through what trended in 2018, the implications for businesses and what’s on the horizon for 2019.
While 2017 was the year companies stood up for social justice issues, 2018 will be regarded as the year companies took action. Supporting social justice issues became mainstream this year as employees turned into activists demanding change within their own companies and businesses joined growing social movements – lending support to grassroots efforts like #TIMESUP and March for Our Lives.
Purpose has become a catch-all phrase that means different things to different people. Consumers are demanding that companies do more than make a profit and are basing their decisions on what to buy and where to work based on a company's responsible business practices and support of social and environmental issues.