PERMISSION FOR BRANDS TO FIGHT FOR CLIMATE JUSTICE
78% of respondents in Youth Culture Uncovered 2018 stated it was important to young people to have a positive impact on society. They are genuinely concerned today about their social, ethical, cultural and health footprints on the planet. American-based researchers recently recorded that while 18-35 year olds really care about the environment, they fall behind others when it comes to actually engaging in green activities. For example, 76% of young people claim to care, but only 34% recycled paper and aluminium cans. In comparison, only 51% of the general population cared, but 46% of these managed to recycle.
The problem? Many young people feel global problems are too big for individuals to solve. As a solution, they reward corporations or brands that take action and address problems for them. They buy their products and attend their events…. Why? They see corporations or brands as having the power of many: 'the ultimate crowd'. Spending money with companies is a form of activism: 'crowdsourcing by consumerism'. So, there are real opportunities to engage people as a brand in relevant ways which help them become part of the bigger picture.