Teenagers chose brand ethicsOctober 3rd, 2018
New research from MediaCom suggests that UK teenagers take brand ethics into consideration when deciding to purchase or not.
The research shows that 85% of teenagers expect a brand to be ethically aware, agreeing with the statement ‘brands should be responsible about minimising their impact on the environment’. 71% agreed brands have a responsibility to give back to society.
However, teenagers can also be sceptical about brands ethics. Although 63% of teens said they would be more likely to buy a brand if it supported a cause or charity that’s important to them, 37% are dubious of brands who claim to support good causes.
Young people are still more likely to be influenced by ethics than adults. 57% of teenagers aged 16+ agreed they would pay extra for a brand that supports a cause or charity that’s important to them compared to 49% of adults.
Josh Krichefski, chief executive at MediaCom UK, said: “The increase in online exposure to brand news stories means teenagers are more in tune with brand behaviour than ever before”