New Cone Research Reveals Millennials More Engaged in CSR, But That’s Not All

Sep 28, 2015 11:35 AM ET

Prove Your Purpose

As business leaders from across the globe convene in New York at Climate Week, the United Nations Sustainable Development Summit and Clinton Global Initiative to solve some of the world’s most pressing social and environmental issues, many look to the Millennial generation as the nation’s growing influencers and social champions. And although Millennials are universally more engaged in corporate social responsibility (CSR) efforts, that’s not nearly the end of the story.

Cone is pleased to share our newly released 2015 Cone Communications Millennial CSR Study, the most comprehensive snapshot of Millennials attitudes towards CSR in the U.S. The findings show more than nine-in-10 Millennials would switch brands to one associated with a cause (91% vs. 85% U.S. average) and two-thirds use social media to engage around CSR (66% vs. 53% U.S. average).

Yet, our research shows that Millennials are not all the same. The study examines the unique attitudes, perceptions and behaviors around CSR of different Millennial segments, including the Young MillennialMature MillennialMillennial Female,Millennial MaleAffluent Millennial and Millennial Mom,  revealing significant differences in how gender, life-stage and income level impact how Millennials want to be engaged:

INFLUENCING WORK DECISIONS: Young Millennial (18-24) are the most likely to factor in a company’s CSR commitments when deciding where to work (82% vs. 75% mature Millennial) and are even willing to take a pay cut to work for a responsible company (66% vs. 61% mature Millennial).

QUESTIONING IMPACT: Mature Millennial (25-34) are enthusiastic supporters of CSR, but show signs of increased skepticism  as only one-quarter believe they can make a significant impact through purchases (vs. 36% young Millennial).

To learn more on Cone's Prove Your Purpose blog, click here.