Why Favorite Brands of Millennials Should Give a Damn About Social Issues
Poll Reveals 1/3 of Working Young Americans Have Never Voted
My company EnviroMedia Inc. just released a new poll that reveals that one-third of America’s young workforce have never voted. However, with school walkouts and major brands like Dick’s Sporting Goods taking a stand to change gun control laws, civic apathy among young working consumers could very likely change in 2018–and it could be very good for business.
In the past few days, we saw high school students walking out for stronger gun control, declaring in widespread media coverage, "I’m 18, and I’m going to vote this year so we can change these laws." Just this morning, when CBS This Morning's Gayle King asked Florida high school student activists Emma González and David Hogg what single thing people can do to support their gun control advocacy cause, their answer was a single word. Vote
EnviroMedia’s poll, fielded March 12, 2018, found Dick’s to be by far the favorite sporting goods store brand among “Working Millennials” and that Dick’s fans are talking more about increasing gun control than the overall audience surveyed. Meanwhile, Bloomberg and other sources have reported that foot traffic was up at Dick's stores in the two weeks following its new gun sales policies.
“Brands With Social Purpose” is the first edition in a new polling series by EnviroMedia measuring the connection between America’s favorite brands and trending social issues. (Pollfish, mobile/online, n=400 Americans, age 22-34, margin of error ±5%) The March 12 poll asked respondents their favorite brands, and measured which social issues they are discussing most with their friends, family members and coworkers.
In EnviroMedia’s poll, 32 percent of Working Millennials chose Dick’s as their favorite sporting goods store, while the retail chain controls 19 percent of the market (Retail Dive, March 14, 2018). Meanwhile, Bass Pro Shops and Academy aligned more closely with their respective market shares. Ten percent of Working Millennials chose Bass Pro Shops (14 percent market share), and 9 percent chose Academy (11 percent market share).
Meanwhile, when it comes to how frequently Working Millennials talk with their friends, family and coworkers about “increasing gun control,” 79 percent of Dick’s fans discuss the issue “sometimes” or “often.” Overall, 65 percent discuss increasing gun control “sometimes” or “often.”
Other brand categories measured by EnviroMedia’s poll include cars, beverages, cell phones, computers, airlines, pharmacies, and banks/credit cards. In addition to gun control, the poll also measured discussion levels of racial justice/immigration, LGBTQ rights, gender equity, sexual harassment, and the opioids crisis.
It’s not news that brands need to stand for something. But it’s becoming a new reality that consumers are turning more and more to corporate America to help make positive social change that the political establishment cannot. The more civic action that takes hold among Millennials this year, the more they will expect corporate America to stand for something, and if it’s authentic and communicated appropriately, it could be very good for business.
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