Generation Cynic? Research & Webinar Launch
It’s been said that this is Generation Cynic. The new adults of 2020 are seen – or at least depicted – as being sceptical towards the media and wary of brand activism, smelling bullshit on Big Corporation Inc.’s support for a popular social cause. Is this the case? We’ve set out to establish the facts.
This is the culmination of a three month research project which found:
- Over half (59%) of young Brits think most brand support for charitable causes and social issues isn’t genuine whilst 15% see it as an attempt to avoid criticism
- Over two-thirds (71 per cent) of young Brits think supporting causes is the right thing for brands to do – even if they are motivated to do it for commercial reasons or to avoid public criticism
- Almost one in four (24 per cent) young Brits think raising awareness of causes is the most important thing brands can do – more than the number that said making donations (17 per cent)
- Almost two-thirds (64 per cent) of 18-24-year olds say they actively seek out a second source to verify stories shared by organisations on social media, while 40 per cent do the same for news reported by the media
I think you’ll agree, the findings are fascinating. You can read the report here.
If you are interested in hearing more, next month on the 24th September, we are hosting a webinar about the research. This will include an overview of the findings, an industry panel that will be sharing their reaction, and a breakdown of what students had to say in their deep dive interviews. Panelists TBA…
You can register here.