Cause Marketing and Millennials

In April 2012 the Boston Consulting Group released its study called “The Millennial Consumer: Debunking Stereotypes” which found that for many in this generation causes and cause marketing is an important and animating force.

In the United States Millennials…aka Generation Y… now number 79 million. Compare that to the 76 million Boomers still alive. Millennials are defined as the generation between the ages of 16 and 34.

BCG subtitled the report ‘Debunking Stereotypes’ because Millennials are often portrayed as being shiftless, lazy and spoiled. The word cloud at the left from BCG's report gives you a sense of that.

But BCG instead finds a generation that… while it has a healthy self-regard… is nonetheless responsive to the needs of causes as they fulfill their missions and to the practice of cause marketing.

Here’s some key findings:

BCG did the study because Millennials are like a sorta like the python that swallowed a small deer; they’re going to be with us for long while. And they’ll help define the United States for the next fifty years, much as the Boomers have for the last 60 years.

That Millennials like and appreciate good cause marketing bodes well for causes, companies (and cause marketers)!

Labels: , , , , , , , ,