When Brands Do Good, Teens Help Them Do Well

It’s a pity teenagers don’t count prosperity in the ad agency business as a good cause. As you can see from the chart below, teens at least claim to be far more influenced by a brand’s do-gooding than its advertising. Celebrity endorsers rank far down the pecking order. The figures come from a survey of 12-17-year-olds conducted by Roper Starch Worldwide for Boston-based Cone Inc., which links companies and causes. In all, 89 percent of respondents said they’d be “likely to switch brands to one associated with a good cause,” as long as price and quality are equal.