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SOCIAL ACTIVISM 2.0 The Social Media Generation and Social Responsibility

Disrupting Social Activism

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Page 1: Disrupting Social Activism

SOCIAL ACTIVISM 2.0

The Social Media Generation and Social Responsibility

Page 2: Disrupting Social Activism

CHANGING ARCHITECTURE

1

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PARTNERSHIPS

2

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BRAND

CORPORATE ENGAGEMENT YOU & YOUR PARTNERS

3

YOU (e.g. )

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WHY RESEARCH SOCIAL ACTIVISM?

4

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THE RESEARCH

THE SOCIAL MEDIA GENERATIONCAUSES THAT MOVE THEMWHY BRANDS SHOULD CARESOCIAL MEDIA GENERATION ENGAGEMENT IN CAUSESNEW KIND OF ACTIVISTS FOR A NEW GENERATION10 WAYS BRANDS CAN GET IN THE GAME

5

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THE SOCIAL MEDIA GENERATION

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THE SOCIAL MEDIA GENERATION (SMG) 7

Under 30s who engage with social media as an integral part of their lives

18-24 year olds spend as much time texting as adults do. And they spend as much time texting as young workers, aged 25-34(Nielsen Wire, 2008)

of college students go on social networks daily(Youth Trends, August 2009)

66%3x

2x

72% of18-29 year olds use social network sites (Pew Research Center’s Internet Project, 2009)

SOCIAL

MOBILE

(Social Media Technology defined by Kaplan and Haenlein in “Business Horizons”)

of 18-24 year olds spend 10-30 hours a month on social networks, posting and sharing content with their friends

40%PLUGGED IN

(Nielsen NetView, December 2009)

blogs picture sharing vlogs wall

postings email instant messaging

music sharing crowdsourcing

SOCIAL MEDIA TECHNOLOGY

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EDUCATED AND OPTIMISTIC

The difference between the millenial generation and the youth of the 1960s was that in the 60’s no one wanted to be a part of the system, while today’s young graduates, in contrast, are trying to change the system from within.

OPTIMISTIC

8

MORE IN COLLEGE10% of college-age adults graduated from college in the 1960s

40% of college-age adults are enrolled in college in 2010

EDUCATED

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While activism used to mean participating in rallies and protests, for today’s 20-somethings, supporting (or denouncing) a cause is as simple as hitting the “like” button on Facebook or posting a hashtag on Twitter.

Sometimes, that’s where their involvement ends.

But often, it is only the beginning.

Only is inactive1 in 5

THEY ARE NOT LAZY SLACKERS 9

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SOCIAL IS PERSONAL

SHARING = SOLVING

ACTIVISM IS BEING REDEFINED

BY SLACKTIVISTS AND 2.0 ACTIVISTSThe SMG has been accused of “not doing anything” but becoming Facebook fans of causes - but a full 40% of the SMG donate time, money, and social energy to affect change in addition to engaging online.

Passion for social causes is very personal, often dictated by gender, lifestage, and circumstance. Understand their personal point of view in order to leverage it for your brand.

Activism is no longer just about rallies and protests, but increasingly about gaining knowledge and sharing it.

3 NEW THEMES OF SOCIAL RESPONSIBILITY 10

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CAUSES THAT MOVE THE SOCIAL MEDIA GENERATION

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Over 90% care about social causes related to education, health, poverty and human rights

HEALTH HUMAN RIGHTS POVERTY

TIMELY TOPICS EDUCATION LONG TAIL CAUSES

cancer...access to health care...diseases other than HIV...women’s health...childhood diseases...HIV/AIDS...drug and alcohol

domestic violence...women’s equal rights...care of the elderly...human trafficking...race relations...non-violence and conflict resolution hunger

freedom of speech...online privacy information...obesityquality education...access to education...literacy homelessness/housing...support for the arts...LGBT rights

...fair treatment of immigrants...working conditions...refugee assistance and aid

A WIDE RANGE OF CONCERNS 12

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COLLEGE STUDENTS CARE ABOUT THE UNDERDOG

More college students care about human rights causes such as:

Human Trafficking

Race Relations

58% 55%

53% 46%

v.

64% of college graduates in the workplace believe the best way for companies to support a social cause is to donate proceeds from purchases (versus only 48% of college students)

More college students care about poverty causes such as:

v.

13

Hunger

Homelessness

62% 55%

51% 40%

(graduates in the workplace)

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More college graduates in the workplace believe that corporations have material resources that could help social causes (a 10 percentage point jump over college students)

WORKERS CARE ABOUT PERSONALLY RELEVANT ISSUES 14

Workers care less about solving all the world’s social inequalities and more about issues that have a direct impact on their lives and that they can have an impact on.

Access to health care

Online privacy information

75% 70%

68% 63%

v.

Women’s equal rights60% 57%

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WHY BRANDS SHOULD CARE

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GIVE THEM SOMETHING TO TALK ABOUTTHEY KNOW YOU CAN DO IT1 2agree that companies have the material resources to support social causes

3 in 4More than would tell their friends about a

company that supports a social cause.75%

THEY WILL SHOW YOU THE MONEY

4

More than prefer to buy from a socially responsible company

75%

BE REAL TO WIN THEM AND KEEP THEM

3

would support companies with

purchases and loyalty if a company were

truly involved and made a difference in a

cause

3 in 4

DOING GOOD IS GOOD FOR BRANDS 16

THEY WILL WORK FOR YOU

5

56% would be more likely

to seek employment with a socially responsible company

Top 100 Socially Responsible Companies

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WHY AND HOW THE SOCIAL MEDIA GENERATION ENGAGES IN SOCIAL CAUSES

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2 in 3 say they care about

social causes because it is

important to who they are

CAUSES ARE PERSONAL 18

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More college graduates in the workplace believe that

corporations have material resources that could help

social causes (a 10 percentage point jump over college

students)

During this stage of their lives, the SMG are defining themselves as women, men, students, and members of the workforce. Engaging in personally relevant social causes is an important way they can express

who they are and what they stand for.

COLLEGE STUDENTS vs. GRADUATES IN THE WORKPLACE

I’m a realist

WOMEN vs. MEN of women try to stay informed about their top concerns (11% more than men)

83%

19GENDER AND LIFESTAGE DRIVE ENGAGEMENT

vs.

Page 21: Disrupting Social Activism

COLLEGE STUDENTS AND WOMEN LEAD THE REST

WOMEN COLLEGE STUDENTS 2

Both groups care more, stay more informed, and talk to their friends more about causes than each of their counterparts

76% of college students stay informed about social causes

More women would tell their friends about a company that supports a social cause

(74% vs. 65% of men)

20

1

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Women of the SMG are more likely than their male counterparts to share information, stay informed and care more about causes than men.

CAUSES THAT MORE WOMEN CARE ABOUT THAN MEN

Domestic violenceWomen’s health

Women’s equal rightsDrug and alcohol abuse

Care of the elderly

80% 55%

80% 41%

73% 42%

61% 39%

61% 38%

21WOMEN HAVE THEIR OWN ISSUES

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WOMEN DO MORE

More women try to stay informed about their top concerns

74% 65%

79% 66%

83% 72%

More women talk to their friends about their top causes

More women would tell their friends about a company that supports a social cause

v.

22

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WHAT ABOUT MEN? 23

Fewer men care about social issues across the board, but those who do...

- Are more likely to be financially motivated (tax breaks)- Find more satisfaction from online activities- Would prefer to engage with a company sponsor through social network- Are more willing to donate their time- Motivated to engage in social issues if it changes

the way they are perceived by others- Peer pressure is more likely to trigger action for them

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COLLEGE STUDENTS SOLVE PROBLEMS THROUGH KNOWLEDGE SHARING

of college students stay informed about social

causes

76%

71%of them talk to their friends about social

causes

24

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More college students would engage in a cause if: - It were a very well-known event or activity - It contributed to their resumes - They were recognized for their involvement

25

What’s in it for me?

COLLEGE STUDENTS ALSO CARE ABOUT THEMSELVES

“Skills employers are increasingly demanding the ability to work in a team,

solve complex problems, and communicate clearly in print and in person.”

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HOW THE SOCIAL MEDIA GENERATION ENGAGES

STAYING INFORMED

Knowledge sharing seems to be first step toward more familiar forms of action, such as donating time or money

TELLING THEIR FRIENDS ABOUT SOCIAL CAUSES

26

of college-educated adults get their information and news online

80% 21

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THE POWER OF ONLINE NEWS

56% of college students read news and browse for information online

top 10 sites where they go for information and news

27

TRIBUNE NEWSPAPERS

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PROBLEM SOLVING IS SOCIAL

tell their friends about social causes

The SMG share information about causes and social issues they feel passionate about as a first step to their involvement

75%

70%

More than

try to stay informed

about social causes

28

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ONLINE ACTIVISTS WALK THE TALK 29

Among those who participated in online activities in support of their top social causes:

69% also donated time (vs. 48% of the SMG)

62% also donated money

(vs. 43% of the SMG)

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“We were the first to use Facebook, the first to use Twitter in order to get out messages and

bring in new people.”

“Things are moving very fast in Egypt, and this is the only way of keeping up with the people.”

(Source: The Globe and Mail)

30SYMBIOSIS OF ONLINE AND PHYSICAL ACTIVISMTunisia

Iran

Egypt

TunisiaIran Egypt

Undoubtedly, besides youth frustration and anger, the most important additional ingredient in the success of the Jasmine revolution was the use of new information technologies to quickly spread news

and images and to help organize street protests.(Source: Brookings Institute, 2011)

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NEW KIND OF ACTIVISTS FOR A NEW GENERATION

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SLACTIVISTS AND 2.0 ACTIVISTS AT A GLANCE

2.0 Activists(Knowledge Sharers who Act)

40%

Our study uncovered two groups that give us a fresh perspective on activism for the SMG.

49%

51%

49%

51%

Slacktivists

55%

45%

52%

48%

37%(Knowledge Sharers)

32

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FOR SLACTIVISTS, INFORMATION SHARING IS ACTIVISMIn this generation, Slacktivists are the most generalized about. Although they may not protest, rally, or organize sit-ins, their penchant for knowledge sharing makes them a ready-made broadcast force for

awareness building of social causes.

find talking to their friends about causes the most satisfying

84%

77%44%

find it important to stay informed about freedom of speech

consider staying informed as the most satisfying way of engaging

33

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SLACTIVISTS BELIEVE IN COMPANIES

Slacktivists would be more likely to buy from a company that helps them support a social cause, but are less likely to have multiple motivations to act than 2.0 Activists

3 in 4

consider donating part of their proceeds the best way companiescan support a social cause60%

CONVERSE

STARBUCKS

NIKE

APPLE

PENGUIN CLASSICS

34

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2.0 ACTIVISTS GO WAY BEYOND INFORMATION SHARING

76%

63%

61%

55%

55%

Donate time

Participate in online activities

Donate money

Attend a meeting or a rally in person

Participate in a fundraising activity

35

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362.0 ACTIVISTS OVERLAP WITH YOUR YOUNG WORKERS

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37AND MANY VOLUNTEER IN THE AREAS IN WHICH THEY WORK

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2.0 ACTIVISTS HAVE THEIR REASONS FOR BEING ACTIVISTS 38

62%

41%

28%

feel as if they are doing something to help

receive information and feel prompted to act

think it’s a fun social thing to do

Page 40: Disrupting Social Activism

2.0 ACTIVISTS FEEL EMPOWERED

46%

56%

believe they have a maximum to some impact on social causes that matter to them

of 2.0 Activists would be more likely to engage in

social causes if they could do it with their friends

39

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Area of CONCERN for top social issue

2.0 ACTIVISTS HAVE GLOBAL CONCERNS BUT FEEL RESPONSIBLE LOCALLY 40

GLOBAL

38%

53%

Area of personal RESPONSIBILITY

NATIONAL LOCAL52% 43%

GLOBAL NATIONAL LOCAL52% 89%

Page 42: Disrupting Social Activism

THE POWER OF LOCAL ACTIVISM 41

‘Check-in for charity’ got 2010 SXSW participants in Austin to check-in using their Foursquare app to raise money for the Save the Children Haiti Relief Fund.

For every check-in, Pay Pal and Microsoft donated $0.25, up to a

maximum amount of $15,000.

$15,000 was reached in less than 48 hours(Selfish Giving, March 2010)

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10 WAYS BRANDS CAN GET IN THE GAME

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HOW BRANDS CAN GET IN THE GAME

CONSIDER CROWDSOURCINGIGNITE THEIR CREATIVITYCONSIDER STARTING AN L3C WITH THEMDON’T UNDERESTIMATE THE ELEMENT OF SURPRISE

BE REAL, SHOW THAT THEIR INVOLVEMENT MAKES A REAL DIFFERENCE

USE WHAT YOU’VE GOTMAKE IT SOCIALBE THE SOURCE OF INFO THAT PROMPTS THEM TO ACTUNDERSTAND WHAT MOTIVATES THEM1

2345678910 UNDERSTAND AND OVERCOME THE BARRIERS

43

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1. UNDERSTAND WHAT MOTIVATES THEMThere are a handful of classic motivators that drive engagement in altruism, among them: self-interest, being perceived as altruistic to gain social approval, getting back as much as you give and relief from guilt. Here are the top reasons the SMG today say they

engage in causes:

TOP REASONS THE SOCIAL MEDIA GENERATION ENGAGES IN CAUSES

They feel they can do something to help

They know their involvement will make a difference

They actively seek out involvement They receive information that

prompts them to act

Getting involved seems fun and social

44

1 2

3 4

5

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BE THE SOURCE OF INFORMATION THAT PROMPTS THEM TO ACT

say that staying informed is the top most satisfying engagement in supporting a social cause

78%55%

try to stay informed about the causes they care about

452.

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MAKE IT SOCIALA key motivator for the SMG to get involved is that it’s a “fun social thing to do.” Socializing is both currency and

entertainment for them, so why not couple their existing behavior with their involvement in causes?

would be more likely to engage if they could do so via their social network

1 in 3

1 in 2would engage in a cause with a company sponsor if they could do it with their friends

463.

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HARNESS THE POWER OF MOBILE

Amount raised through texting:

$30 Million

THE RISE OF MOBILE PHILANTHROPY

AND ITS POWER

A recent study conducted among US charitable donors in January, right after the Haiti disaster, found that:

37% of Gen Y respondents considered making a donation to the Haiti relief efforts via text message

(compared to 27% of Gen X and only 14% of Boomer respondents)

58% of Gen Y respondents would be willing to contribute to relief efforts after an emergency via text message

donations(compared to 43% of Gen X and only 20%

of Boomer respondents)(Haiti Mobile Giving Survey Report, January 2010)

To support the Haiti victims, the Red Cross established its own text donation number

47

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USE WHAT YOU’VE GOT

of the SMG believe companies

have the knowledge to support social

causes.

of them think that companieshave the material resources that could help social causes

75%

60%

484.

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BE REAL, SHOW THEIR INVOLVEMENT MAKES A REAL DIFFERENCE

would engage with a company in a social cause if they felt it made an actual difference (rather than just

for show)

The number one motivation for the SMG to engage in social causes centers around authenticity — the sense that they are truly involved in making a difference

72%would be more likely to engage in a social cause with a company sponsor if the company’s involvement was large enough and significant enough to make a measurable improvement to the problem

64%

495.

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DON’T UNDERESTIMATE THE ELEMENT OF SURPRISEThe SMG know brands have the resources, but doubt you have the goodwill

to put them to use.

So here’s your chance to surprise them.Even though only blame the private sector for social problems related to poverty, human rights, health and education (the majority blame individuals)...

1 in 5

...Nearly think you’re morally obligated to help support social causes

half

506.

Less than 1 in 10 have faith in the non-profit sector in solving issues related to poverty, human rights, health, and education.

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THE MOST CREDIBLE WAY BRANDS CAN CREATE SOCIAL CHANGE

Nearly think you’re morally obligated to help support social causes

half

51

BRANDS SHOULD EMPOWER

INDIVIDUAL ACTION

47.5% of the SMG blame individuals for contributing most to creating problems with social issues.

More believe individuals (rather than the public sector, private sector, and non-profits) are best positioned to solve these social issues.

But only 4% believe you are best positioned to solve these social issues

BRANDS INDIVIDUALS

SMG’S FAVORITE BRANDS

(The TRU Presentation, Mars - 9/2010)

Page 53: Disrupting Social Activism

Babson College, Babson Park, MA

Columbia University, The Social Enterprise Program New York, NY

Cornell University, The Center for Sustainable Global Enterprise Ithaca, NY

Duke University, The Center for the Advancement of Social Enterprise (CASE), Durham, NC

Harvard University, The Social Enterprise Initiative of Boston, MA

New York University, The Stewart Satter Program in Social Entrepreneurship, NY

Stanford University, The Center for Social Innovation, Stanford, CA

University of Arizona, Eller College of Management, Tuscon, AZ

University of California Berkeley, The Center for Responsible Business, Berkeley, CA

University of Colorado at Boulder, The Deming Center for Entrepreneurship Sustainable Venturing Initiative, Boulder,

COYale University, The Program on Social Enterprise, New Haven, CT

CONSIDER STARTING AN L3C WITH THEMMore MBA students are pursuing socially responsible business paths, and schools like Duke’s Fuqua School of Business and Yale’s School of Management have responded by creating programs to prepare social entrepreneurs. Meanwhile, the government is allowing individual states (like Vermont, Illinois and Michigan) to form L3Cs: low-profit limited liability corporations — for-profit businesses whose primary aim is to offer significant social benefits. (Fortune Small Business, 2007), (Daniel Pink Drive, 2010)

America’s Best Colleges for Social Entrepreneurs

From the September 2007 Issue of FSB magazine

Erin Axelrod, who graduated from Barnard last week with an urban studies degree, will not be fighting over the bathroom with her five roommates on the Upper West Side this summer. Instead she will be living in a tent, using an outdoor composting toilet and harvesting vegetables on an organic farm near Petaluma, CA. She’s part of a new wave of liberal arts students who are heading to farms as interns this summer, in search of both work, even if it might pay next to nothing, and social change.The New York Times, 05.23.09

THE NEW AGRARIANS

THE NEW ENTREPRENEURS

527.

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IGNITE THEIR CREATIVITY

The lack of satisfaction may be due to their level of cynicism about making a difference ( feel they have no impact on causes no matter what they do)

1 in 10

40%

ARE THEY CYNICAL?

...OR ARE THEY BORED?

Fewer than find the most common social engagement activities satisfying: attending a meeting or rally, e-mailing or contacting their local representatives, raising money, participating in online activities (other than information sharing), leading or organizing a group event or organization

538.

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THE MOST POWERFUL WAY BRANDS CAN CREATE SOCIAL CHANGE

There’s an opportunity to link their passions (causes) and activities (social networking) with their creative abilities (Youtube, digital photography, gaming).

SOCIAL CAUSES SOCIAL NETWORKING

FUN

54

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CONSIDER CROWDSOURCINGWhile connecting the SMG with their long-tail causes may be a promising endeavor, brands can benefit from going one step further: use their love for information and sharing to actually create a platform for crowdsourced activism.

The possibilities are endless: digital sit-ins, homegrown edutainment campaigns and glocal iReporting of social issues

559.

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OVERCOME THE BARRIERS

LACK OF OPPORTUNITIES TO GET INVOLVED

MAKE IT ACCESSIBLE

MAKE IT EASY

CONVINCE THEM THEY COUNT

of the SMG feel they have no impact on the causes that matter to them most

TIME CONSTRAINTS

SKEPTICISM THAT THEIR INVOLVEMENT WILL MAKE A DIFFERENCE

40%

TOP 3 REASONS THEY DON’T GET INVOLVED

OPPORTUNITIES

5610.

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THANK YOU

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APPENDIX

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CAUSES THAT MOVE THE SOCIAL MEDIA GENERATION

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FREEDOM OF SPEECHONLINE PRIVACY INFORMATIONOBESITY

77%65%

52%

TIMELY TOPICS 60

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QUALITY EDUCATIONACCESS TO EDUCATIONLITERACY

83%79%

69%

EDUCATION 61

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CANCERACCESS TO HEALTH CAREDISEASES OTHER THAN HIVWOMEN’S HEALTHCHILDHOOD DISEASESHIV/AIDSDRUG AND ALCOHOL ABUSE

75%72%61%61%59%55%50%

HEALTH 62

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DOMESTIC VIOLENCEWOMEN’S EQUAL RIGHTSCARE OF THE ELDERLYHUMAN TRAFFICKINGRACE RELATIONSNON-VIOLENCE AND CONFLICT RESOLUTION

68%58%55%52%50%47%

HUMAN RIGHTS 63

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HUNGER59%

POVERTY 64

HOMELESSNESS/HOUSING

46%

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SUPPORT FOR THE ARTSLGBT RIGHTSFAIR TREATMENT OF IMMIGRANTSWORKING CONDITIONSREFUGEE ASSISTANCE AND AID

41%40%40%

40%29%

LONG-TAIL CAUSES 65

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THEY KNOW YOU CAN DO ITThe SMG knows you have the goods to help causes, so don’t let them down.

agree that companies have the material resources to support social causes

of them agree companies have the knowledge to help social causes

3 in 4

60%

66

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WHY BRANDS SHOULD CARE

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More than would tell their friends

about a company that supports a social cause.75%

68

The SMG already spends most of their time communicating with their friends. Why not give your brand a meaningful place in their conversation?

GIVE THEM SOMETHING TO TALK ABOUT

Page 70: Disrupting Social Activism

The SMG will reward you with brand affinity and loyalty

BE REAL TO WIN THEM AND KEEP THEM

would think more highly of a company that supports a social cause

3 in 4

would support companies with

purchases and loyalty if a company were

truly involved and made a difference in a

cause

3 in 4

69

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The SMG will let social responsibility drive purchase preferences...and talk about it after. Brand loyalties go forward with them into the highest-spending years of their lives.

THEY WILL SHOW YOU THE MONEY

Once this generation enters their 30s, they will be in the highest consumer spending index category(+270 until age 55)

More than prefer to buy from a socially responsible company

75%

70

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56% would be more likely to seek employment with a socially responsible company

Top 100 Socially Responsible Companies

71THEY WILL WORK FOR YOU