I just came across TBWA Chiat Day’s 2010 Social Activism 2.0 report on how purpose has become key for brands to engage with the social media generation in the US. The report revealed that 75 per cent of youth prefers purchasing brands that belong to a socially responsible company, and 56 per cent are more likely to seek employment with a socially responsible company. While women tend to spread the word about the causes they’re involved with more than men, men tend to be more active when it comes to actually doing something for a cause they’ve taken up. While younger non-working respondents prefer causes than can change the world, older working respondents prefer causes that are more personally relevant. The study clusters people into two groups. Slacktivists are more likely to talk about causes online whereas 2.0 Activists are more likely to act on the causes they support by donating time and money. Slacktivists are more likely to be women and students, while 2.0 Activists are more likely to be men and working professionals. TBWA says that it will extend the scope of the study to 15 countries in 2011, including India (Campaign India) and I’ll certainly look forward to the results.
(Source: gauravonomics.com)
