A recent study by Just Kid, Inc. reveals that children from ages 6-11 (from all socio-economic backgrounds) have a profound belief that they can and must make a difference in the environment. Six hundered young people were given a 15-minute online questionnaire.
58% of these children said they would buy a product that gave part of the profit to save baby tigers. An overwhelming 80% wanted to get involved in protecting endangered species and help create safe places for them to live.
The kids were clear in stating that they needed help. 56% feel that big companies should be responsible for protecting the environment. These children also stated that they would reward companies with their purchases if they help the environment, and they will withhold their purchases if their products are harming it. This is an amazing statistic that should be taken seriously by marketers interested in capturing "youth dollars."
Suggestions to the corporations from these kids include: giving a portion of sales to environmental causes, using recycled materials for packaging and using less packaging, using natural ingredients from the earth and helping kids like them get involved in environmental programs and activities.
Companies should look to partner, or create programs that can do both.
This significant look into the next generation's morality and ethics makes me very hopeful. Is your company actively courting this generation? These are the formative years when a lifetime of brand loyalty is developed. Creativity and passion for helping the planet could bring your company its best present and future business.