42% of millennials strengthened their relationship with a brand having a positive social impact

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 28, 2019, 6:41 AM UTC

A report by Deloitte is based on 13,400 millennials across 42 countries and over 3,000 Gen Z consumers across ten countries.

The report found that 42% of millennials have begun or “deepened” their relationship with a brand that they believe is positively impacting the society or environment. Alternatively, 37% have also stopped or reduced their relationship with a business due to the company’s behaviour.

The top concerns of the respondents are climate and environmental issues. But, they place “little trust” in a company's role in the improvement of these issues.

Both Gen Z and millennial cohorts are disillusioned with the use of their data and expressed a lack of faith in mass media and traditional societal institutions. 59% of Gen Z consumers and 60% of millennials noted that if they spent less time on social media, they would be happier.

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