Social impact and corporate social responsibility have become common buzzwords amongst marketers when it comes to reaching Millennials. According to Nielsen, 72% of Gen Z will pay more for a product or service that has a social impact. In order to reach today’s socially-conscious consumers, it is important to not only adopt a social impact strategy for the sake of being “on-trend” but to put into action effective ways to support social causes that are important to consumers. In this webinar, participants will learn how to identify social causes that resonate with today’s consumers and practical ways to incorporate mission into regular business practices. Specifically participants will learn:
What motivates young consumers to care about social causes
Effective messaging tools based on storytelling
How to appropriately use social media for mission-based communication
Strategies to generate referrals through partnering with local organizations and nonprofits
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
How to Leverage a Social Impact Strategy to Gain Referrals in Young and Diverse Markets
1. Hosted by National MI
Will the “ME” Generation Please
Stand Up?
How to leverage a social impact strategy to
win more business
By: Kristin Messerli, Cultural Outreach
2. Cultural Outreach helps companies create
mission-driven marketing strategies
Audit & StrategyTraining & Social Engagement
3. National MI Partnership
NMI has partnered with Cultural
Outreach Solutions to provide you with
content to support your leadership in
the industry.
8. Psychology Behind It
● “me, me, me” generation raised with
hyper attention from parents and
school (i.e. participation award)
● Hyper attention leads to feeling
special or significant
● The positive result is that they want
to feel they personally make a
difference
15. Brand Expectations
● Not just about “what do you stand
for” but “what do you stand up for”
● Result of growing up with distrust of
corporations (i.e. Great Recession)
19. Top 3 methods
● Politically involved: voting, signing
petitions, contacting reps
● Posting/sharing on social media
○ #metoo movement
● Changing consumer decisions about
which products/services to support
Source: “An Invigorated Generation for Causes and Social Issues”, 2017 Millennial Impact Report
23. Social Impact is the New
Business Strategy
● 70% of millennials are willing to pay
more for a product that makes an
impact on issues they care about
● Millennials are more likely to work
for companies who have a clear
social mission
Source: Millennial Corporate Social Responsibility Study, Cone Communications 2015
42. Don’t just choose a random cause; make it
relevant to your brand and voice
43. 76% of Millennials will conduct research
when a company takes a stand to see
whether the claim is authentic or all for show
Source: Millennial Corporate Social Responsibility Study, Cone Communications 2015
44. Use combination of positive,
emotion-based language and factual
language
3
45. ● Appeal to how the individual
will be affected
● Add credibility with facts and
knowledge