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. Intention outpaces action, though, as 63 percent said they’ve actually bought a cause-supporting product in the past year. Girls are more susceptible than boys to this marketing technique. For instance, 91 percent of girls and 79 percent of boys said they’d switch to a retailer that supports a good cause. Girls are also more likely (91 percentversus 80 percent) to tell their friends about companies that support causes. Ads do have a role in letting teens know about brands’ socially worthy activities, with

95 percent saying they want companies to tell them about these initiatives.