mobileYouth®

Some time ago we asked the question “When does Social good represent Exceptional marketing?”

There are plenty of brands keen to express their social values on the bigger stage in order to bask in the reflected glory of the causes they support. Does bandwaggonism impact the sincerity of the scrupulous marketer?

When the Jonas Brothers encouraged teens to get involved, perhaps the message resonated with this impressionable bunch of consumers because a) they are less hardened to bandwaggonism and b) a brand or artist speaking to them directly shows a brand or artist willing to speak on their level.

There’s no doubt we live in a time where the technology is widely available to youth to make a difference. The work of our colleagues in emerging markets such as Africa with companies like MXit just goes to show that new technologies – mobile , social media and web2.0 are often the avenue of choice for young people to make a difference.

Not only can tech give youth a voice in social issues but it can also address the issues at source. Mobile is a good example particularly in relation to health issues that touch youth (here’s a good summary by Priyanka M) or outreach counselling services.

There are numerous opportunities for brands and non-profits to reach this generation using the technology available. The question is, if they all will – how are youth going to discern between the relevant and irrelevant causes?

Youth are socially aware. Millenials, the research tells us, lead in volunteerism. There are many good examples of increasing youth volunteerism that work as a result of giving them a voice rather than preaching the message.

80% of youth, for example, would consider a greener product over an alternative and similar numbers are aware of their own culpability in the wider problem (check out similar research in China). The line drawn from brand to social values is clearly marked.

Youth cause marketing is set to expand significantly in the next 5 years but youth time and attention remains fixed. The corollary of this statement is that youth will become harder to impress, harder to reach through promoting social values. Youth are acutely aware of unauthentic statements, dissonance between “say” and “do”. Greenwashing is on their radar.

Vinspired’s Voicebot challenges brands using social programs to be much more than a simple sponsor. Sponsorship is the easy option and youth want to know that you’re authentic in supporting the cause.

Brands and organizations that “get it” will be those that establish a dialogue with youth, those that involve them in the production of the social marketing message rather than simply “going Facebook” with your cause.Rather than sell the social cause as a good idea, use the social cause a platform to address the daily challenges facing young consumers. Insyght in the US got it right when they converted Red Cross CPR awareness into CPR training for singles. Bingo!

I wrote an Ebook on the subject of youth marketing for non-profits available for download here. But this isn’t just about non-profits this is about the wider issue of giving youth something to care about and getting them involved in doing social good.

Virgin Mobile Freefest is a good example – moving from simply raising awareness of the cause to getting young people to actively volunteer in helping disadvantaged youth. Here are more examples highlight on our earlier Cause and Connect post.

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