Responsible Youth: Gen Y

According to this article, it seems that Gen-Yers want “to make the world a better place”, 

and this global objective is reflected in the criteria retained by Gen-Yers in their products’ selection.

It is interesting to note that products characteristics like

“sustainable”, “eco-friendly”, “following ethical practices”, or “aligned with social causes”

have more importance for them today than they did five years ago.

Brands have been able to meet these new requirements, and as a matter of consequence, the power of influence of brands has increased today. 

As quoted by the article, “brands are seen as having as much or more power than influential people or organizations”.

source: www.adweek.com/news/advertising-branding/data-points-responsible-youth-144672

However the main challenge that Gen-Yers still face lies in how to

“make the most ethically responsible purchasing decisions”.

Read more: Data Points: Responsible Youth Gen Y is exercising its political activism at the cash register, published by Lucia Moses, on October 24 2012, in ADWEEK, Advertising and Branding - see www.adweek.com/news/advertising-branding/data-points-responsible-youth-144672