Millennials are 56% more likely than Baby Boomers to choose a brand that is “perceived” to listen to the public.
This article cites a study by Resonate which found that 30% of US adult consumers are likely to pay more for products based on the brand’s corporate values and the alignment of their values with it. Additionally, around 40 million US adults prefer brands that support the community.
Millennials are 56% more inclined than Baby Boomers to buy a product or pick a company that is “perceived” to listen to public. They are also 66% more likely to support companies that use “green” packaging.
Further, 53% of those surveyed prefer companies that are trustworthy and honest. Another 53% of the respondents believe in the “importance of equality and acceptance of others who are different from them”.
[5 minute read]