Students Rank Social Responsibility

Advertising_age_jpegA new survey released by Alloy Media & Marketing and Harris Interactive shows that an increasing amount of undergraduate and graduate students prefer to purchase from socially responsible brands.

Survey Finds Green Has Grown in Importance of Brand Choice at Colleges

Posted Aug. 4, 2008
By Michael Bush, Advertising Age

This September, some 13.6 million college students with $237 billion in
spending power will be making their way across campuses in the U.S.,
according to Alloy Media & Marketing. But marketers shouldn’t
expect to see any of that green unless they are willing to show some
themselves.

According to Alloy’s eighth annual College Explorer study, done in
conjunction with Harris Interactive, a growing number of students —
41%, up from 37% last year — are looking to spend their money on
socially responsible brands.

"That’s not to say the students are more socially responsible
themselves, but it is to say emphatically that today’s college students
would prefer to purchase from companies that are socially responsible,"
said Samantha Skey, exec VP-strategic marketing at Alloy.

Ms. Skey said you always have to take the feedback one gets in these
surveys with a grain of salt, but the purchasing patterns of this group
show a distinct relationship with the results. "[The findings]
correlate to the brands that are doing well in terms of actual
bottom-line sales with this audience. So it feels fairly accurate, at
least in terms of buying behavior," she said.

The 1,554 18- to 30-year-olds taking part in the survey
included undergraduate and graduate students. They determined a
company’s level of social responsibility using a number of activities
including: donating money to a charity or cause; using eco-friendly or
green business practices; employing fair labor practices; incorporating
social message into advertising; and supporting diversity in the
workplace.

Top socially responsible brands identified by students:

SHOES & APPAREL:
NIKE

"Nike is perceived by many college students as a really positive
community contributor," Ms. Skey said. "It is seen as an innovator, and
innovation is adjacent to social responsibility for some. It’s also
seen as a strong supporter of urban communities."

Ms. Skey said while the company is also doing a lot in terms of
sustainable manufacturing of its products, "I don’t think all of that
information is necessarily inside of [these results], but they clearly
have a strong and emotional brand for young people."

AUTOMOTIVE:
TOYOTA

Ms. Skey was a bit startled by this result. "I’m sort of surprised,
frankly, that it was ahead of Honda, but that might be more related to
marketing efforts. But Toyota deserves some props for focusing on their
hybrid vehicles and promoting them so strongly. When we talk to kids on
campus we hear a lot about Honda, but it’s usually the two of them neck
and neck," she said.

FOOD/BEVERAGE:
YOPLAIT

"Yoplait has been really consistent and consistency earns a lot of
points," said Ms. Skey, citing the brand’s breast-cancer fundraising
campaign , "Save lids to save lives." Yoplait donates 10¢ to Susan G.
Komen for the Cure for every yogurt lid that consumers mail back to
them. "It was a campaign that … was really baked into their ad
messaging," she said. "And that’s what’s driving that
[socially-responsible] perception."

RETAIL:
TARGET

Ms. Skey said the retail giant has been smart about making its socially
responsible programs known to consumers at a time when it is not
uncommon for many brands to keep their efforts under wraps.

" It has done a good job of positioning the brand as ‘caring
for all things’ " and supporting a variety of causes while having
nothing to do with a specific agenda, she said.

PERSONAL CARE:
BURT’S BEES

Because social responsibility has long been part of the brand’s DNA,
"this is one that has risen to the top without much of an ad campaign,"
Ms. Skey said. "Much of what they projected in their brand has to do
with leaving a small footprint, respecting the environment and valuing
natural products and resources. Their products are inherently connected
to this philosophy."

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