May 082017

Marketing to Millennials – Charitable Branding

As we are all aware, Millennials take up a very special place in the marketer’s heart. We love them, hate them, try desperately to understand them, and when we succeed, reap the benefits tenfold. If you read our recent blog post, you learned that although millennials may have a wide variety of interests and beliefs, there are three major things they tend to look for in a brand. Our last post talked all about their ties to social media and how an actively engaged brand is one that they are more willing to become loyal to over time. Now it’s time to look at what else millennials are searching for in a brand.

 

Philanthropic Ideals / Authenticity

 

Despite Time Magazine dubbing them the “Me, Me, Me Generation,” millennials are found to be actually more concerned with charitable causes than the generations before them. According to Fortune, millennials are not only more inclined to purchase from companies that give back to charities, but also are more likely to work for those companies as well. They have been called social justice warriors that no longer want to purchase from big companies looking to cash in. They want to surround themselves with products from companies that give back. Here are just a few companies that are making a difference (and letting us know it) that millennials are flocking to.

 

1. Toms

 

Since 2006, Toms has been proudly following their “One for One” slogan, giving back a pair of shoes to a kid in need for every pair purchased. Through simple word-of-mouth and social media engagement, Toms has found a huge tie with millennials who have become deeply connected to the brand’s mission. Every year, they hold their One Day Without Shoes, a worldwide event that last year engaged nearly 3.5 million people. Those who participate pledge to go the day without wearing shoes, and for each photo posted of their bare feet, Toms donates. This leaves consumers feeling like active participants within the cause. After the huge success of their shoes, Toms has also launched the sale of sunglasses, tote bags, and apparel, all giving back to different charities worldwide.

 

 

2. Warby Parker

 

While, yes, millennials do want to give back, they also want quality products too. That’s what has always been so appealing to them about Warby Parker. The company offers designer style glasses and ensures that for every pair purchased, one would be given to someone in need, claiming that nearly 1 billion people around the world don’t have access to any. They also keep up an awesome social media presence, posting fan photos to their blog and Instagram every month keeping consumers always interacting with the brand and their mission.

 

 

3. Love Your Melon

 

In a Deloitte Millennial Survey, the majority of respondents believed that a businesses success should not come just from their profits and should instead focus on having an overall beneficial impact on society. Love Your Melon hats can be seen sitting atop the heads of young people across the country, and it’s not just because they are super stylish. Not only do they give half of all proceeds to pediatric cancer research, but they also found a way to get millennials directly involved as well. With college campus ambassador programs, they allow consumers to personally engage and spread awareness about both the product and pediatric cancer.

 

 

 

4.  Sudara

Sudara is a women’s clothing company that empowers women in India through the purchase of their products. This company works to stop human trafficking and sexual exploitation in India by giving sustainable jobs to women in the sewing shops where they are paid the living wage. Sudara provides an additional payment that goes specifically to medical care, counseling, job-placement services and micro-loans for women that want to start their own businesses. This allows these women to begin to create a career path for themselves and receive the care that they need. But it doesn’t stop there, Sudara provides safe housing for women who have escaped human trafficking. Millennials swoon over this company because the Sudara goods are stunning and the story behind this company is even more beautiful.

 

5. Ivory Ella

 

[ 2 one 5 ] Creative especially loves Ivory Ella because it had its start right here in Philadelphia. Ivory Ella is the exact kind of brand millennials are drawn to because not only does it aim to end poaching, but it is a very successful business created by five college students! With brand ambassadors, online giveaways, and tons of social media interaction, the company is consistently speaking directly to the millennial market. These brand ambassadors are authentic advocates for the brand. “Eighty-four percent of Millennials report that UGC (User Generated Content) on company websites has at least some influence on what they buy, compared to 70% of Boomers,” according to Bazaarvoice.com

 

 

To see success like these brands have within our nation’s largest market, a little rebranding and a focus on generosity could make all the difference. As an award-winning digital branding agency, [ 2 one 5 ] Creative knows how to help. Give us a call to find out how!

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