The millennial way of doing good
31 July 2019.
Intelligent, proactive, and bold enough to think beyond paychecks and job descriptions—that’s what defines the millennial generation. This is an emerging generation of young people, with the oldest being in their late 30s and the youngest, fresh out of college. Ever wondered what makes this batch of people so dynamic? Access to technology, broader range of resources, higher disposable income, digital payment methods, and a much more connected world in their formative years. This is a generation that lives on speed dial and can hardly imagine a world without smartphones, high-speed internet, credit cards, cashless transactions and apps that help them make informed purchase decisions within minutes.
Technology has made millennials severely attached to itself. Their phones keep buzzing all day long and gaming consoles never seem to rest. Even their free time entails checking YouTube and scrolling through Facebook news feed. Millennials have shaped to be 24*7 screen-driven, impulsive and highly competitive on social spaces and at workplaces. Yet, they somehow find the strength and time to be purpose-driven. This attribute reflects in their spending habits. While they spend large amounts of money on short-term comfort, luxury and conveniences like taxis, gadgets, weekend holidays and dining, they are very conservative and thoughtful in their choice of brands and products.
Millennials favour authenticity and prefer to be associated with brands and organisations with positive-social messages, sustainable manufacturing methods and ethical business standards. Millennials don’t hesitate to switch to socially-inclined brands. They don’t mind splurging on products that stand for more than their bottom line. This generation feels a strong urge to stand up against wrongdoings and often express their discontentment by signing petitions, taking to the internet to voice their opinion and raising funds for causes and individuals in need. They also influence their family and friends to do the same.
Millennial’s exposure to the world gives them a unique perspective in deciding which goods and services are worth their money. This outlook on life has made brands introspect and redesign their business structure and communication strategies. Every brand wants to be more value-driven rather than just being label-driven. Today, many cosmetic brands have given up animal testing procedures, automobile companies are adopting renewable technologies, and corporates are discouraging to use of plastics within office premises. Brands are also focusing on giving back to society through various CSR programs and are getting their millennial customers to engage in social endeavours of their choice via Facebook, Twitter and Instagram. Millennials tend to respond better to causes when brands make their mission as transparent as possible.
One such socially-inclined brand is Points for People, a non-profit organisation that caters to making an impact in areas of child education, water and sanitisation, livelihood needs, and cancer care. Its key feature is that it gives you an unconventional way of doing good with something as convenient as accumulated unutilised loyalty points. These points are easily available to millennials via their credit and debit cards, and using these points for good gives them a greater sense of pride and satisfaction. After all, millennials want to get involved with causes that let them interact with their peers in the process, either virtually or in person.
Points for People’s online giving method is an advancement in millennial’s giving trends, which enable them to move deeper into societal change-making. And all this doesn’t end here. This generation shares a penchant for knowing how their contributions make a demonstrable difference in the world. This, in turn, becomes their elements of social engagement. Something that millennial’s never shy away from exercising.