We recently surveyed 2K young people across the US to explore if brand purpose is resonating with consumers.

TL;DR: It's not.

On Tuesday we hinted more was coming on the hard work of navigating the new expectations of young consumers on brands taking stands on important issues like mental health. If you've been reading 'TNT for a while now (<3) you know brand purpose is one of our favorite topics. Young people are increasingly looking to brands to not only make a great product or service, but to take a stand on key social issues and push purpose forward. 

Many brands recognize this shift and are putting a big chunk of change into cause marketing to champion their efforts. We were curious to know if it was working: are young people even taking notice of brands’ cause initiatives? 

Our latest report finds somewhere between the action and audience, the message is getting lost: while 58% of respondents said they are more likely to purchase from a purpose-driven brand, only 12% associated familiar brands—from adidas to Verizon—with a social cause. 

We have a few ideas on how brands can get it right.

Check out the full report for our take on how brands can ensure their social cause initiatives are connecting with young people. While you're at it:

  • Curious where individual brands landed? Here's a sweet interactive graph of all 88 brands surveyed.
  • AdWeek brought in a few other voices to discuss the results.

We'd love to hear your thoughts. 

DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of We help brands and organizations engage young people for positive social change.

Want to learn more about how we help clients activate young people?
Reply to this email to meet Meredith, our Managing Director.

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