MSLGROUP’s Future of Citizenship study in 17 countries with 8000 millennials clearly shows that Business Citizenship has been redefined in society more squarely focused on what today’s millennials (“The Game Changers”) see as the driving force for change today and tomorrow – Business. We call this Business Citizenship™ where today’s millennials NEED, not want companies and brands to lead the effort to solve the world’s most pressing social and environmental issues. In fact, their future depends on it as they have lost trust that governments can do it on their own. They also want businesses to make it easy for them to get involved in the change. They want to drive change together.
There are four clear themes coming out of the study all centered on the confluence of millennials’ Heads (rationale), Hearts (emotional) and Hands (actionable):
Today, Business Citizenship is less about talking and more about DOING. Millenials will force business to go beyond purpose and more strongly connect citizenship actions to what the business stands for.
Millennials expect businesses to get narrow and deliver tangible citizenship impacts now. For business, it’s less about long-term macro issues and more about short and long term micro issues.
Millennials no longer rely on governments to make a difference while business is on the sidelines just protecting the people and the planet in their business practices. They want business to lead.
Business Citizenship requires a new contract – a citizenship partnership with Millennials who expect to be a part of the change and understand that getting it done requires doing it together.
The MSLGROUP Future of Citizenship Global Study Data Proof Points
- 2 out of 3 millennials believe businesses should be getting involved in societal issues
- 70% believe businesses can make a greater impact addressing societal issues
- 60% support businesses that are helping on societal issues
- 65% recommend a company based on its involvement with society
- 67% wish it was easier to know which companies were doing good
- 58% want businesses to make it easier for consumers to get involved in societal issues
In Millennials’ Own Words
To better get into the heads and hearts of Millennials, MSLGROUP shared quotes from millennials captured from around the world – quotes that reflected the data in the study and further brought their expectations to life. Six quotes were shared with the 140+ attendees and four panelists.
“Our generation has witnessed the disastrous effects of what happens when businesses focus solely on profit. We see businesses that have incorporated a truthful purpose in their strategy as leaders of the future.” – Sarah, 27, U.S.A.
“Enough with big talks. It’s time for businesses to roll up their sleeves and get to work. It’s okay to start small, but to make sure your involvement is targeted, effective, relevant and actually needed.” – Xiang, 22, China
“It’s easier to believe the issues can be solved if they’re simpler, more tangible issues. Micro issues = macro credibility.” – Asya, 26, India
“We expect and demand a global footprint with local impact. Not just ‘help children in Africa.’ We want to donate a roof, schoolbooks. Something tangible and meaningful.” – Sophie, 29, Netherlands
“We’ve seen firsthand that government on their own are slow…businesses have resources available and are capable of making decisions quickly.” – Adrien, 24, France
“If we collaborate and join forces, we can make a big impact. We want to work on change. We want to work for a business that is making change. We want to vote to make a change and we want to get together with people to make a change together.” – Anne, 30, U.K.
Five Key-Takeaways:
1. The time for talking is over. It’s time to start moving on your ACTIONS. Millennials expect it.
2. Tell millennials what you are actually DOING, not just where you are going.
3. Give them plenty of OPPORTUNITIES to get involved in the journey.
4. Make it EASY for them to be INVOLVED along the way.
5. And they will reward you by becoming your ADVOCATE.
If you would like to discuss the MSLGROUP Future of Citizenship study in more detail or learn how the information can help you in your Business Citizenship strategies and communications, reach out to Scott Beaudoin @scott.beaudoin@mslgroup.com
Infographic with some key data points: http://visual.ly/future-business-citizenship
Actual MSLGROUP’s Future of Citizenship study report: http://msl.gp/bizcitizenship
Short video that overviews key findings and study data: http://goo.gl/8kF3uJ
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Scott Beaudoin oversees MSLGROUP’s purpose-inspired brand building work across the globe working with tomorrow’s leaders to co-create platforms, programs and partnerships that not only deliver on purpose but also drive consumer participation and action.
Scott is an award-winning industry veteran with nearly 20 years of experience in corporate social responsibility, sustainability , cause marketing; and is a leading voice in the marketplace on purpose-inspired brand building. He specializes in identifying and building upon the intersection of consumer’s passion and a brand’s functional and emotional benefits to drive brand affinity, equity, sales and “soul.”
Scott has created and supported several signature public relations platforms including Sodexo’s A Better Tomorrow Plan, Tampax’s Protecting Futures, Crest Healthy Smiles, the Yoplait Save Lids to Save Lives campaign, General Mills’ Box Tops for Education initiative, ConAgra Foods’ Feeding Children Better program and the CVS All Kids Can program which is the largest corporate initiative focused solely on supporting children with disabilities in the U.S.
Through his work Scott has received top industry honors including a PR News Corporate Social Responsibility Award, a PR News Platinum Award for Cause-Related Marketing, a Cause Marketing Forum Best Social Service/Education Campaign award, a Crystal Obelisk Award for Social Responsibility, a PR Week Campaign of the Year award and the Public Relations Society of America Silver Anvil.
Scott holds a communications degree from Arizona State University and spent five years as a Rocky Mountain Emmy award-winning reporter, anchor and producer early in his career.
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