NEWS24 July 2018

Purpose in advertising valued most by younger consumers, finds C4 research

Media News Trends UK

UK – Advertising that deals with important issues resonates more with young people aged 16 to 34 than other age groups, according to a study from Channel 4 and Hook Research.

Over half of 16- to 34-year-olds ( 60%) surveyed for the research claimed to notice advertising more if it deals with important issues, compared to 55% of 35- to 44-year-olds and 37% of those aged 45 and over.

Respondents in the younger age group are 56% more likely to equate ethical products with better quality than respondents aged 35 and over, according to the research commissioned by Channel 4’s 4 Sales division.

The survey of 1,000 people, half of whom were aged 16 to 34 and the other half aged 35 to 65, found that the majority ( 55%) agreed brands should be ‘a force for good in the world’.

Additionally, 57% of young people believe brands should use advertising to raise awareness of social or ethical issues, and 41% claimed they had boycotted a brand because of a perceived lack of ethics, compared to a third of those aged 35+.

Young people also place more value on diversity, with respondents in the 16 to 34 age group 39% more likely to think it’s important that a brand features diversity in its advertising than older consumers (aged 35 and over).

Jonathan Lewis, head of digital and partnership innovation at Channel 4, said: "This research shows that the market for purpose-driven ads is far from saturated. But people have very clear expectations about what they want from brands operating in this space: they need to be genuine in their messaging, stay relevant to their industries and create resonant ads that cut through."

Methodology
Hook Research ran four focus groups each with 24 16- to 34-year-olds in London and Manchester and collated survey responses from 1,000 people – half aged 16 to 34 and half 35 to 65, and analysed social media engagement around purpose-driven campaigns. Sixty-one individuals working in UK agencies were surveyed about the role of purpose-driven campaigns in advertising and what they think consumers consider important when making purchases.

Pictured: McCain’s ‘We Are Family’ advert

@RESEARCH LIVE

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