NEW YORK, Nov. 19, 2012 /PRNewswire/ -- TBWAWorldwide
today announced the release of a new global study that reveals the
powerful engagement opportunities that exist with young adults by
leveraging their deep commitment to social causes. The study proves
that companies, brands and NGOs have invaluable opportunities to
engage in social issues with this powerful generation.
(Photo:
http://photos.prnewswire.com/prnh/20121119/NY16453-INFO)
Tom Carroll, TBWA Worldwide
President and CEO, said, "This study gives us insight into a
generation that will inform clients' CSR and brand strategies going
forward. This engagement can be a big business driver – the more
that brands understand this shift, the better relationships they
will form with this generation."
Moral obligation to add value
Two out of three young
adults think companies have a moral obligation to help solve social
problems. Even more of them (73%) believe companies should use
their knowledge and resources to help societies solve problems. The
difference between this generation and the previous one is that
they don't just point fingers at bad companies, but include them to
be part of the solution.
They are talking about you
77% of young adults will
tell their friends about a company that supports a cause they care
about. As the social media generation, young adults have redefined
activism by combining social causes, social networks and fun.
They will show you the money
74% of young adults
prefer to buy from a socially responsible company. It is a strong
differentiator from the competition.
They want to work for you
Unlike previous generations,
social activism is the foundation of their identity. It even
impacts their job-hunting strategies, as more than two in three
would seek employment from a company that supports a cause they
care about.
"This generation operates like no other," said Laurie Coots, TBWA Worldwide Chief Marketing
Officer. "We need to understand their motivations, which are far
more global and pragmatic than any other generation we've seen
before."
For a generation of young adults in search of meaning, who came
of age in a world marked by global turbulence, there are five
things that organizations can do to leverage this very important
idea learning.
- Put social-inclusion issues on the agenda — from causes to how
companies operate, this inclusive generation will not tolerate any
level of discrimination.
- Create share-worthy content online that activates offline
behavior. Make it easy for young adults to find and share with
their friends.
- Offer young adults local opportunities — if you represent a
global brand or issue break it down and help young adults find a
local and pragmatic way to interact.
- Make involvement in a cause more social and fun.
- Help young adults see how they are making a difference, report
the progress you are making and give them badges and rewards for
their help.
The study was revealed at an event for opinion leaders in
New York City, November 15th, in partnership with TakePart
Group, a division of Participant Media.
The survey was conducted in partnership with M/A/R/C
Research.
For more information please visit TBWA.com
About TBWA Worldwide
TBWA Worldwide (www.tbwa.com) creates Disruptive Ideas expressed
through Media Arts for global clients, including ABSOLUT,
Accenture, adidas, Apple, Energizer, Four Seasons, GSK, Henkel,
Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer,
Roche, Standard Chartered Bank and Singapore Airlines. TBWA is
ranked as a Top 10 worldwide advertising agency and was recognized
by Advertising Age in 2010 as the "Best International Network of
the Decade." TBWA has 274 offices in 100 countries and over 11,000
employees worldwide.
About Omnicom Group Inc.
TBWA is part of Omnicom Group Inc. (NYSE: OMC)
(www.omnicomgroup.com), a leading global marketing and corporate
communications company. Omnicom's branded networks and numerous
specialty firms provide advertising, strategic media planning and
buying, digital and interactive marketing, direct and promotional
marketing, public relations and other specialty communications
services to over 5,000 clients in more than 100 countries.
About TakePart
TakePart is an interactive publisher
and the digital arm of Participant Media, the company responsible
for award-winning films such as An Inconvenient Truth, Food Inc.
Waiting for Superman, Charlie
Wilson's War, Contagion and The Help.
Participant's ethos that "a story well told can change the world"
is the driving force behind TakePart's daily mission: To inspire
and accelerate social change by connecting compelling content to
social action. TakePart's news, videos and campaigns can be found
on Take Part.com; YouTube via TakePart TV at
youtube.com/takepart; MSN at Takepart.msn.com
SOURCE TBWA Worldwide