It’s easy to forget about ecological issues when your industry is pretty much based on the radio waves transmitted in the ether. But increasingly young consumers are keen to match their consumption patterns with their internal values.

Roughly half of American consumers take into account “sustainability” when choosing a brand, according to a new survey of 22,000 consumers by Information Resources, a market research firm.

Youth lead the way. The recent “College Explorer” survey from Alloy Media + Marketing found that 37% of the 2007-2008 class said they preferred brands and companies that are “socially conscious”–up 4% from the previous year.

Having a social conscious was needless to say a subjective moot point. Most young consumers did agree that “fair labor” practise and “environmental awareness” were high on the agenda when it came to ascertaining the values fit of the brand.

Interestingly, Jupiter found recently that “green teens” were more proactive in the use of online content, particularly mobile content. 24%of “green teens” visited mobile content sites (versus 18% overall), 22% participate in chat rooms (versus 17% overall), and 31% visit movie sites (versus 24% overall).

PSFK draws the comparison between two global brand houses - Unilever and P&G.

Dove’s (Unilever) “Campaign for Real Beauty” which aims to reach 5 million girls with self-esteem programs, complete with “Evolution” and “Onslaught” viral videos is singled out as an example of how large brands are focusing on social issues as a selling point to young consumers.

Similarly, P&G’s “Always” & “Tampax” brands support efforts to keep African girls in school by providing them with free sanitary-protection products.

Much of the marketing collateral is measurable in the brand strength back home. While social agendas in developing countries represent key distribution vehicles for newcomer brands in relatively unstable markets, the long term benefit is in PR exercise with developed world customers.

So, how do mobile companies fare?

I recently had the pleasure of meeting Nobel Peace Prize winner Muhammad Yunus and learned of his vision to make social business the defining movement of the 21st Century.

Our industry pales in comparison to what is really achievable and demonstrated by one man and a vision. Given their global reach many companies have failed to provide a platform for social issues even though they may be active at a local level. Grameen Phone’s “telephone ladies” is a good example of how mobile can facilitate social change yet to be adopted by the operators and handset manufacturers who have committed little beyond paying lipservice to recycling schemes.

Increasingly mobileYouth will buy into these values and support the companies that adopt them without agenda. There is a slow tide turning and those who will lead the change will do more for their brand positioning for this generation than association with David Beckham or music festivals will ever do.