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Home > Blog > What Do Kids Want Companies to Be?
Out of Our Minds
Wednesday, July 06, 2005 11:48 AM
What Do Kids Want Companies to Be?
Kevin Salwen on Culture

The most recent Yankelovich report coming across our desks contains plenty for companies to think about. First, the surveying specialist notes that according to research by Alloy Media + Marketing, 58% of 13-17-year-olds say that companies have a responsibility to help causes and charities. That's a serious message to corporate America; when nearly three out of five of the next major consuming generation speaks, it's worth listening to.

Yankelovich's own research reflects a slightly different take. The company asked this question: When a company donates or does something for my school or community, I think it's only right that (my family and) I try to buy things from that company as often as possible. Yankelovich's findings: 46% of kids ages 12-17 agreed with that statement, a number that significantly trailed adults being asked the same question (57%).

The next generation wants less from companies? Or do they think companies that help are just part of the process? Or are they becoming immune to messaging? What's your take?

1 comment

DK - 7/6/2005 1:49:52 PM
The next generation want authenticity - promises made and kept.

They want to see those with the most contribute to those with the least - they're a conscientious bunch!

I think the interpretation of the questioning was probably at fault for the results - young people would probably answer differently if the word 'companies' was changed for 'brands'.

Plus, just 'donating or doing something' is not concrete enough - where's the contact, the involvement, the participation...anyone who has worked with young people directly (which I have and continue to do) knows delivering 'to' is never as effective as delivering 'with'!

Also, young people are probably critical of the infiltration from brands into their schools, understanding it has not been all good - think low-end sports brands and poor sports equipment, think unhealthy drink vending machines... could this result be a reaction to that?

PLUG: it's something which my company Phatgnat knows about - we develop youth projects for brands and companies which links in public sector groups and agencies.





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