Young people engage differently with green communications

Readers may be interested in a recent survey by Toronto-based advertising agency Bensimon-Byrne showing that age is a determining factor in how people buy into a company's green communications.

Whereas people under 30 are frequently perceived to be more sensitive to social and environmental issues, the survey and the report containing it seems to suggest that young people are significantly less likely to buy products or services based on a company's CSR performance...


It's much more tempting however to interpret the findings not as disinterest or apathy, but rather as disbelief or distrust. It should come as no surprise that traditional marketing techniques are more effective at reaching older audiences, and that companies are not using the tools to which young people are most receptive.  Meanwhile,  online activism is flourishing through organizations such as Avaaz that regularly gather significant financial support and millions of signatures for worldwide social and environmental campaigns.

The report appears to indicate that green or not, old-style messaging is being met with increased skepticism, particularly from younger generations. The growing trend in green communications is to combat apathy by building reciprocal relationships with potential clients using various combinations of integrated forums, social media and websites designed to be more transparent and solicit feedback.  A stark contrast to the antiquated concept of feeding messages, these collaborative platforms give companies a human face that engages potential customers in a conversation and builds trust. Savvy companies can then demonstrate they are actively listening by using this new information to retool programs, strategies, products and communications.

So whether you call it CSR, going green, social responsibility or just better business you should have a solid strategy to engage, not only pass messages to, new generations.

The entire report can be found here