Our research uncovered a significant difference between the generations.

36% of 18-24s are positively impacted by content from brands that is simply entertaining - suggesting brands that can combine meaningful causes with entertaining, engaging content will be on to a winner with this younger demographic.

Brands need to be more meaningful (depending on the age of your audience)

Brands that fail to connect on a deeper, more emotional level could be costing brands when it comes to purchasing decisions.

Very few people (2%) consider themselves less likely to buy from brands that align themselves to causes people care about, meaning there is little downside for brands, provided the fit and the execution are right.

This is a useful reminder to marketers not to overlook good old-fashioned word of mouth, and to find ways of encouraging direct recommendation and conversation.

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