Change The World

Gen Y is the stand up, get up generation.

Gen Y is the most civic-minded generation to date. We have this 'can-do' spirit and attach ourselves to large cultural movements, from gay marriage to helping the relief efforts in Haiti to raising money for Darfur, because we believe that our generation (generation WE) can make a difference in the world. Because national tragedies such as the 9/11 terrorist attacks and Hurricane Katrina have scarred our youth and adolescence and had a lasting impression on our attitudes toward service, experts see signs that we are creating our own brand of social conciousness.  We in our 20's have been called the next "greatest generation," the "trophy generation," and even "narcissistic praise hounds."

A higher share of gen Y are community volunteers today (an increase of 65% more volunteering than ever before). We are spending afternoons and weekends at soup kitchens, homeless shelters, building houses for Habitat for Humanity and thensome. We're smart, teaming up, doing well - and volunteering at a level and intensity people haven't seen in over half a century.  We came across these indicators from an online survey conducted by two Boston-based companies, Cone Inc. and AMP Insights:

• 61% of 13-25 year olds feel personally responsible for making a difference in the world
• 81% have volunteered in the past year
• 69% consider a company's social and environmental commitment when deciding where to shop
• 83% will trust a company more if it is socially/environmentally responsible

However, even though we are known to be the most environmentally educated generation, we often do not take action on our extensive knowledge, whether that means volunteering for green causes or making purchase decisions based on brands' green attributes. This is not to say we don't want to be: 69% of Gen Y surveyed expressed genuine interest in the environment, but they also admitted to a lack of personal involvement in green-related activities. In short, we understand the why but are unsure of the how.

How does this affect your brand? Gen Y has always respected brands that give back to a cause. Now that the environment issue has everyone's attention, Gen Y is playing closer attention to brands that are eco-concious and offer a green alternative to their products or services.

Some of the brands Gen Y applauds for their eco-efforts are:

• Seventh Generation provides green cleaners, laundry detergent, dishwashing soap, diapers, baby wipes, tampons, recycled toilet paper, tissues, and paper towels.
• Trader Joe's sells many environmentally friendly products. They promote recycling by selling reusable bags and holding a monthly gift certificate drawing for customers who bring their own bags.
• Kashi offers coupons so it's customers can try their natural foods; uses 100% recycled paperboard for its packaging
  
• Pepsi pledged to purchase enough renewable energy certificates to match the amount of electricity it uses for all its U.S.-based manufacturing facilities and recently launched another green project, The Pepsi Refresh Project.
• Whole Foods is the largest retailer of natural and organic food and has launched a major energy program that more than triples the number of stores with solar panels, extends its commitment to offset 100 percent of its use of non-renewable electricity with wind energy
• Honda has already come out with a hybrid and has now  launched a sporty new hybrid hoping to attract younger buyers to the green car market. Their long term goal is to be the world's cleanest, most efficient manufacturer.
• Greenworks (Clorox) provides all natural, eco-friendly cleaning products while also continuing its support to the Sierra Club. Their financial contribution supports the organization's conservation efforts, including youth education and the protection of America's clean air, water, parks and wildlife.

When it comes down to Your Brand vs. Brand X, the truth is - the deciding factor for Gen Y could very well be the level of commitment to a cause or social initiative. So, while jumping on the "green" bandwagon might seem like a good idea to get those Gen Y eyeballs looking in your direction, I promise they will appreciate it much more if you tie yourself to a cause you truly support.

Bottom line: If your brand believes in something, Gen Y believes in your brand.

The "Y Award"

Each week the Premise team will be giving out our coveted (hey, we think it's pretty cool) "Y Award" to a brand that has successfully captured the attention of these youngsters.  This week's award goes to:

Pepsi!

Pepsi was chosen this week because of their latest campaigns. Last year Pepsi launched the 'Pepsi Optimism Project.' After some indepth research and surveying of Gen Y.  The results?  That although there have been very tough economic times, Gen Y is still optimistic.  So what did Pepsi do?  They launched a campaign themed with optimism.

This past February they launched the 'Pepsi Refresh Project.' It invites the public to do good, exactly what Gen Y wants to and is doing. Pepsi first caused a lot of hype when they decided not to spend their advertising dollars in the 2010 Superbowl and instead launched the Pepsi Refresh Project using social media. The campaign asks consumers to vote for causes they would like to help, how they would like to refresh their communities, making the world a better place.

Although Pepsi is competing against companies with big time advertising like Coca-Cola, another Gen Y engaging brand, they have jumped on the do-good bandwagon and have caught many Gen Y'ers' attention.

Links

Pepsi Refresh Project

Pepsi Facebook Page

Pepsi Twitter Page

Make life easy and bookmark this page - so you can follow along for all 10 weeks!

The ABC's of Y and Z

-Jocelyn Fielding, Account Coordinator/Gen Y Contributor

Lunch Today: Sweet & Sour Chicken and a twice baked veggie potato, stout brownie for dessert

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