Record numbers of students want to buy responsibly.
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“‘This year’s class reveals an empowered group of consumers. From their purchasing decisions and media consumption to their pull at the polls, this college consumer is clearly in control and showing their strength in numbers.’
College students demonstrate strong commitment towards the brands they feel are contributing positively to world issues and the environment, and students’ preference for brands they perceive to be socially responsible is on the rise. 41% of respondents prefer socially responsible brands, compared to the 37% reporting last year and a 24% increase since ‘06 figures.
At the top of corporations high status with students, 69% expressed “donating money to a cause or charity” or “using eco-friendly or “green” business practices,” 68% stated “fair labor practices,” and 49% say that social messages incorporated into advertising have an effect. ”
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The above is quoted from MediaPost, Research Brief for Tuesday, August 12, 2008: http://blogs.mediapost.com/research_brief/?p=1769 about the 8th annual College Explorer study from Alloy Media. Dana Markow, VP, Senior Consultant, Youth Center of Excellence is quoted in the first paragraph.