Corporate Social Responsibility is Not an Easy Sell to Millennials
Young adults reveal that the Millennial generation doesn’t care as much about being environmentally concerned, community-oriented or politically engaged than previous generations did at the same age.
The report published in the Journal of Personality and Social Psychology (March 5, 2012) revealed that the Millennial generation — people born after 1982 — considered “money, image and fame more important” than values like community involvement and self-acceptance. The extreme opposite of baby boomers and GenX'ers when they were young adults.
The study found that millennials were less interested in donating to charities, participating in politics or helping the environment. The results support the so-called "Generation Me" theory over the "Generation We" description often used in reference to today's young people.
“It doesn’t surprise me at all,” said Founder Eileen Smulson, Operation Blankets of Love (OBOL), Los Angeles, a charity that collects blankets and pet supplies for some 60 animal shelters in Southern California. “Many of our volunteers are baby boomers, and we even have one baby boomer that makes home-comforters for animals,” she said. OBOL recently entered and won a van from Toyota’s 100 Cars For Good on Facebook.
Smulson also observed that while there were 42,000 animal lovers who voted for OBOL a majority were outside of Facebook, “But most of them were either baby boomers, or beyond,” she said.
"These data suggest that the 'Me Generation' label affixed to the baby boomers was unwarranted. In comparison to the proceeding generations, the boomers look significantly more selfless, " head researcher Jean Twenge said in a news release. "It will be interesting to see how millennials are affected by the recent recession and whether future generations will reverse the trends."Continued on the next page