About a month ago, I spoke at Lilly School of Philanthropy in Indianapolis about millennials ― people born roughly between 1980-2000 ― and their sizable impact on the social sector. Some stats I mentioned that day have stuck with me.
The first was this: an astounding 9 out of 10 millennials would switch brands to businesses associated with a good cause. (That translates to 91 percent of millennials vs. 85 percent of the general U.S. population).
The data for millennial moms was equally impressive. A whopping 94 percent of them were “very or somewhat likely” to switch brands based on the cause it supported, as reported in the 2015 Cone Communications Millennial CSR Study.
These findings give me hope in the many ways that this younger generation is changing our world for the better. Those of you working at nonprofits, foundations, or B-Corps might should tap into these powerful trends around consumer purchasing power, if you haven’t already.
A final stat warrants mention. A resounding 85 percent of females control their family’s shopping budget. This fact underscores the idea that women have substantial leverage to advocate for causes they strongly believe in.
Mother’s Day, May 13, is just around the corner. That day, millions of families across America will find themselves without enough food to eat. Why not honor your own mom by helping other mom whose families may be food insecure? You can donate to my organization, Feeding America, or volunteer at one of our member food banks across the nation. However you celebrate the day, remember the power of the purse strings. Next time you’re at the grocery store, take a few minutes to closely examine what you’re buying. Make this holiday a chance to support whatever good cause your mother believes in.
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