What Young People Want When it Comes to Brands and Social Change

Business is business, but most people appreciate a brand that also does good in the world. Sometimes that good comes from a product, but even brands that create less altruistic products can still have a positive impact, according to a recent story from Marketing Profs.

And that impact can be important to consumers, especially young ones. More than half of young people have purchased a brand or product to show support for an issue the brand represented, and 40 percent have stopped purchasing because a brand didn't align with their values, according to stats based on a report by DoSomething Strategic, the data-driving consultancy arm of DoSomething.org.

The group also created a brand-ethos hierarchy as a road map to help brands figure out how to drive the social change young people are looking for. Click here to read the full story.