College Students Prefer Socially Conscious/Eco-Friendly Brands, says New Study


According to a  Alloy Media + Marketing's 8th annual College Explorer study, not only will a record-level of 13.6 million incoming college students (age 18-30) account for a record $237 billion in spending this year  (up 20% rom ‘07) but they are more socially conscious and eco-friendy than ever before. T


Their altruistic concerns also extend themselves to brands: 41% of respondents prefer socially responsible brands that contribute positively to the environment  compared with the 37% polled last year.


Following are some interesting findings regarding brand preferences:

  • 69% of students cited “donating money to a cause or charity”;

  • An equal proportion cited “using eco-friendly or ‘green’ business practices”;

  • 68% cited “fair labor practices” (down slightly from top ranking last year); and

  • Almost half (49%) give brands a hint on what might sway them to support a brand: social messages incorporated into advertising

Students also appear to be increasingly aware of the positive effect of their own actions. The study finds a record number of students recycling—71% report doing so in the past six months, up  54% since 2006. Students have also become more philanthropic minded, with 40% stating they have donated to a cause they believe in within the past six months.

Also their top choices for “Top Socially Responsible” Brands were, according to category:

Food/beverage: Yoplait
Automotive: Toyota
Personal care: Burt’s Bees
Retail: Target
Shoes & apparel: Nike


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.