According to DoSomething Strategic’s new survey, 2018 Survey of Young People and Social Change:
Young people — we’re talking 13–25 year olds — are the most racially and culturally diverse generation in American history. They refuse to be bound by the traditional ideological boxes. Nearly half of our survey respondents said they identify as independent or unaffiliated and 50% view themselves as moderates. While young people may be considered “liberal” on many social issues, those positions reflect more of a societal shift than a political philosophy. So, who are they and what’s their plan for changing the world?
- 76% of young people said they have purchased (53%) or would consider purchasing (23%) a brand/product to show support for the issues the brand supported.
- But perhaps even more importantly — and more costly — 67% have stopped purchasing (40%) or would consider doing so (27%) if the company stood for something or behaved in a way that didn’t align to their values.