If you’re one of the 95 million millennials in America, you’ve got a lot on your mind, and being socially conscious is a big part of that.
The buck doesn’t stop with you though–you expect the companies you shop from to follow suit, as well.
For that reason, big-name brands like Starbucks, Nordstrom, Ben & Jerry’s, Whole Foods and others are jumping on the do-good bandwagon. (Well okay, maybe it’s not the only reason, but it doesn’t hurt that brands with social consciousness as part of their mission tend to attract millennials, who make up nearly a third of the population.)
“Companies can’t hide any more,” Ben Cohen, co-founder of Ben & Jerry’s told USA Today. He also noted that everything a company does is fair game for this social media savvy crew to blog, Tweet, Facebook and Instagram about.
Some experts point to the recession as the reason behind millennials feelings of anger toward consumerism, and shopping with stores that give back is one way they can make a difference and have their voices heard when it comes to social greediness.
Outside of millennials, the shift towards purchasing brands that do good in the world seems to be catching on with others as well. According to a 2012 global survey, 47% of consumers said they bought at least one brand that supported a good cause every month, which was a 47% increase from 2010.
Another 72% of shoppers said they would recommend a brand that supported a good cause, which was a 38% increase from the 2010 number.
“It’s bigger than a trend,” Marshal Cohen, chief retail analyst at the research firm NPD Group told USA Today. “It’s a powerful marketing tool for brands to use to separate themselves from the competition.”