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With all the conflicting information on millennials' relationship with social change, how do we successfully engage these generations in positive behavior change? Do they care about your brand's social impact? Do they actually align their spending with their values? Or are they so cash-strapped and overwhelmed with information that clicktivism is the most we can expect?
In reality, all generations share a set of core motivations that drive our decision-making (hint: it's not our rational thought). But millennials and Generation Z have grown up in a different context and with a new set of digital tools that also influence behavior.
To best mobilize this audience around your brand and mission, we need to understand what core values and trends that drive behavior change...
Engaging millennials is important for any company's long term business plan. Here's how to align your core values and traits with this new generation.