Millennials expect brands to help them change the world

Are brands ready for the expectations of a new generation of game changers?

Are brands ready for the expectations of a new generation of game changers?

Millennials will represent 70% of the workforce 15 years from now. Fully empowered by this digital and social environment, Millennials already play a growing political and economic role.

As this powerful group’s market influence evolves, so too does their expectations of brands, particularly around the idea of doing good, according to a Brand Citizenship study conducted by MSLGroup of more than 8,000 Millennials in 16 countries.

Millennials’ idea of CSR has evolved, and they now demand businesses address issues that are important to them, especially local micro-issues in the here and now. Young people are also looking for business to take an active partnership role by providing opportunities for Millennials to improve society through high-quality local projects that impact people lives.  

Millennials will reward those brand partners. Sixty percent of Millennials support businesses that are helping on social issues and 65% will recommend a company based on their involvement with society. Clear communications plays a critical role in garnering that support, as the study showed that 67% of Millennials wish it was easier to know which companies are doing good.

To provide further insight into this important dynamic, PRWeek and MSLGroup have gathered marketing leaders for a roundtable at Cannes to discuss brand purpose, Millennials, and the critical need to produce creative campaigns that can cut through the clutter.

John Mescall, the creative mind behind Dumb Ways to Die; Mondelez’s B. Bonin Bough; Newcastle Brown Ale’s Quinn Kilbury; Kiip founder Brian Wong; PayPal’s Christina Smedley; and MSLGroup’s Scott Beaudoin will share insights on which creative social marketing initiatives are breaking through and why. Panel attendees will hear from successful innovators about how far brands must go to truly drive the social change their campaigns are promoting.

Attendance is free, but this event is only open to Cannes delegates. Please RSVP here.

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