According to new research by Channel 4, 60% of young people want ad content to be “purpose-driven” rather than merely pushing a brand’s products or services.
The British public-service broadcaster recently surveyed 1,000 people, evenly split between ages 16 to 34 and 35 to 65. Brands will be pleased to hear that most respondents believe that brands are providing a wider positive influence, though 45% said brands are still too focused on themselves and selling.
One way to resonate with younger audiences is by using content to convey ethical messages, as 56% of millennials and Gen Z’ers surveyed said they consider products from brands that do this to be of greater quality.
Six out of ten in the younger age bracket said they would also stump up more cash for these products compared to just 37% of those aged 45 and over. This finding suggests brands have a unique opportunity to use purpose-driven ads to both engage with young viewers and push them along the sales cycle more effectively.
“This research shows that the market for purpose-driven ads is far from saturated,” Channel 4’s head of digital and partnership innovation, Jonathan Lewis, said. “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.”
The latest report from Channel 4 follows the launch of its annual ‘diversity in advertising’ competition and the imminent arrival of a new “PL4Y presents…” series that will look at key issues in the industry.
