Those of you creating customer and community relations programs to reach the younger generation might have been under the impression that it's tough reaching Generations Xers who have been portrayed as apathetic. But usher in the up-and-coming generation of the civic minded youth and PR programs that can hit on that trend.
According to Northwestern Mutual Life Insurance Company's "Generation 2001: A Survey of the First Graduating Class of the New Millennium," almost three-fourths of 2,001 college freshmen said they had volunteered in some way within the past year. And of that, 92 percent said it's likely they will do so in the future. It would be wise to begin brainstorming ways your company can include integrated communications messaging that hit on Gen. 2001's interests in helping mankind or simply promote to this demographic group the philanthropic programs your company already heads.
Programs based in the schools or with some educational twist are a smart foray since 40 percent of these volunteers said they participated in school-related activities. (Northwestern 800/567-2001)