by Dr. R. Kay Green | Featured Contributor

Businesses spend a lot of time and effort to reach millennials. They create social media strategies, they work with influencers, and they strive to make genuine connections with the market. But too often, these attempts seem to fall short. So the question becomes: what do millennials really value?

The answer lies, as it so often does, in research.

Studies show that “Millennials prefer to do business with corporations and brands with pro-social messages, sustainable manufacturing methods and ethical business standards.” While it makes sense, this is still something that many businesses do not even consider when developing their marketing strategies. By crafting a pro-social, ethical business model, you can stand out among many attempting to reach this demographic.

Why does this work? The obvious answer is that millennials are a very socially conscious generation. They like to feel like they are a part of something good, so when they find out that purchasing from your business supports a good cause, they are more likely to do so.

But it goes even beyond this. By having a pro-social platform, you show that you care about and empathize with your community and your customer base. This does a lot towards promoting brand loyalty.

So, how do you craft a socially conscious marketing campaign?

It starts with your business itself. As stated above, sustainable manufacturing methods and ethical business standards are a must. Be transparent about these practices, and be outspoken about your support of ethics and sustainability in your industry.

But having a socially conscious platform often goes beyond this. Once you make sure to adopt the proper business practices, it is important to allow your consumers to become a part of “making a difference.”

An easy option is to donate a certain amount of profits to charity. You can do this for virtually any product, lasting for a certain length of time or continuing indefinitely.

By doing this, you allow millennial consumers to feel as though they are doing more than just buying a product. You allow them an easy opportunity to donate in a way that is both convenient and at little extra cost to them, since they were likely seeking out your product already.

Picking the right cause to donate to is something that should not be taken lightly, however. It is important to pick something that aligns with your brand’s values and overall mission. If you pick one based purely on what you think will be most popular with the millennial market, it runs the risk of coming across as insincere. Millennials will pick up on this, and they may even become more suspicious of your motives and business practices.

By picking a cause that aligns well with your business goals, however, you can safely ensure that you will be attracting the kind of consumer that will become a loyal follower of your product.

Fundraising is not the only thing you can do, though. If you want to take things a step further, you can encourage your own people to get involved in the local community. Give your employees paid time off to volunteer at a food bank or soup kitchen.

Photos and updates on employee volunteer programs can be a powerful marketing tool. But these programs can also have the added benefit of improving workplace morale. After all, your employees want to be part of something just as much as your consumers do. Giving them both opportunity and incentive to do so can make them feel more motivated, and loyal to your business.

Social awareness is something that should be hardwired into the fabric of your business. But with tactics like these, you can use that social awareness to market to millennials, and other socially conscious individuals.

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Dr. R. Kay Green – Marketing Expert from RKG Marketing Solutions Inc. from Atlanta, GA.

Dr. R. Kay Green is the CEO/President of RKG Marketing Solutions Inc. With over 190,000+ Twitter followers, 35,000+ Facebook Likes, and the Top 1% LinkedIn profile designation, Dr. Kay, a self-motivated trailblazer, is the Quintessential “New-Age” Professional Woman, and PhD Marketing Pro. She earned a Doctorate of Business Administration in Marketing, and has completed PhD coursework in Leadership and Organization Change. She also holds a Master of Business Administration in Marketing and Management, a Bachelor of Business Administration in Marketing, and an Associate of Arts in Marketing Management.

She is affiliated with several prestigious universities and has instructed over 350 courses online. A popular speaker on Marketing and Business topics, Dr. Green is currently featured on Huffington Post, Black Enterprise, Black News, The Network Journal, Business Review USA, Digital Journal, College View, Business New Hampshire Magazine, Bay State Banner, Reader’s Circle, North Dallas Gazette, Harlem News, Top News Today, One News Page, NE Informer, Women in Business PR News, Consumer News Today, Women PR News, San Francisco Chronicle, Houston Chronicle, Chicago Daily Herald, The Miami Herald, and Book News Articles.

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