A brand’s ethics and social responsibility can influence purchasing decisions and loyalty for many millennials—a generation transitioning into their prime spending years.
“Millennials are very aware of when something feels inauthentic or forced, and we know this based on the ways they want to be targeted or what they want to see in ads. They are looking for, and respond to, things that almost can’t be inauthentic,” said Joline McGoldrick, senior vice president of Data Insights and Research at VidMob.
In a recent survey by RetailMeNot, two thirds of internet users ages 18 and older said more brands should take a public stand on important social values. And over half said that even if they disagree with a company’s position, that wouldn’t impact their likelihood to purchase from that brand.