Teens favor ethical brands that know how to capture their attention on the networks

Translated by

Clementine Martin

Published on

Jul 19, 2021

If we focus exclusively on the age group from 12 to 15, bringing together children on the way to becoming full consumers, The Kids These Days report shows that teens are already ordering online. 15% of this group made a purchase on the internet last week, and this figure rises to 25% if we only take into account those who have a bank account to which they have access.

Photo: Pixabay/Public domain

A third of teens communicate with their favorite brands through social networks. Their favorite content is entertaining posts and “memes”. But the children “demand that this content be balanced by posts reaffirming the social and environmental commitment of brands and their understanding of social issues in the broad sense, values ​​which are very important for this generation”.

This study also reports other important information for brands seeking to attract this segment of consumers. For example, girls aged 12 to 15 are “much more likely than boys of the same age to say they can work in the profession they want” (at 57% versus 31%). 47% of them find it important to express their opinions, compared to only 42% of boys. Equal opportunities are essential for them, “so brands must play along to reflect this concern and ensure that they sufficiently represent girls and women in their campaigns, their media and their messages”.

In addition, “respect for the environment is a priority for teenagers”. Attitudes and behaviors committed to the environment are decisive: 44% of 12-15 year olds say that respect for the planet is important to them. On the other hand, the gaze of others is cited as an essential priority by only 28% of them, and respect for current fashion trends by only 23%. Here again, brands must be aware of the strong ambitions of young consumers in terms of respect for the environment and social rights. “These values ​​should be the number one priority of all brands,” the report warns.

It’s also worth noting that brands are likely to reach other age groups by targeting TV shows teens watch, as a third of kids ages 12-15 say they are the ones who choose what to watch. that the whole family is watching.

And this trend is repeated in several countries. The study conducted online by the firm covers 15,418 Internet users in Australia, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain , Turkey, United Kingdom and United States.

The firm specifies that this study is based on voluntary participation with the consent of parents and that the questions have been adapted to obtain more precise answers from age groups likely to have reactions different from those of adults.

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