The millennials, born between 1980 and 2000, are very sensitive to nature conservation, global warming and the resulting CSR (Corporate Social Responsibility). Their involvement manifests itself in internet communications, demonstrations and other attention-grabbing activities. Before they buy a product, they actively investigate what positions the company takes and the extent to which they support social causes. Research shows that just under 60% of millennials exclude unsustainably operating companies. And 80% of millennials expect that the company is actually committed to CSR. It even goes so far that more than 90% of millennials prefer to work at a CSR company. However, if a company tells the old stories about CSR, they are immediately shot down.
These figures indicate that a specific marketing policy offers opportunities for millennials. But what must be taken into account to publish content that is appealing to millennials and perhaps also to older generations?
Authenticity
In general, millennials are better educated than previous generations. This manifests itself in a better insight into texts and the word choices of the content. They are very skeptical and quickly see through superficialities and PR-oriented information. They test to what extent the product is relevant to them and to what extent the company is authentic. Millennials are not very keen on the commercial interests of a company. Their focus is more on how transparent a company is, what responsibilities it takes and how healthy a company is. And because millennials are bombarded with content every day, your content must be eye-catching if it wants to have an effect.
Consistency
A single CSR campaign could work, but more are usually needed. A longer-term CSR campaign is the best option. After all, trust must grow and that is long term. A good CSR manager will have this in mind and will focus on the consistency of business involvement with a product. To keep the CSR campaign attractive, the supporting activities will have to be adjusted periodically. Intensive use of social media, emails, videos and influencers with approachable content is very important. This maintains the dynamics in the CSR campaign.
Commitment
Engagement does not arise from the first available content. More is needed for that. The millennial is best approached with targeted, simple content that is relevant in the eyes of the millennial. This type of content captures attention. In addition, as a company you must show that you want to radiate a social character. Social media is ideally suited for this.
CSR campaign
Setting up a CSR campaign is not a matter for the marketing department alone. Of course they play an important role, but the CSR campaign must have general support if it is to be a success. This means that all employees are stakeholders, just like third parties involved. A successful CSR campaign also has a positive effect on them. The chance of success is greatest with a broadly designed and supported campaign.
