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Each year”, Label Networks asks a series of questions to a representative sample of thousands of young people ages 13-25 about their perceptions, influences, and concerns as it pertains to humanitarian issues, green marketing, the environment, “green” sponsorship effectiveness, volunteerism, among other similar topics. Together, the results are packaged into our Humanitarian Youth Culture Profile Report, also known as the Green Marketing Report. As more brands use this method to reach a larger demographic, what’s interesting to note is that the savvy youth marketplace already suspects that most brands go “green” as an advertising ploy. In this story we take a look at results based on a new question that measures what young people think about brands going “green.”

Overall, when asked, “Do you feel that companies are actually making a change by saying they are green, or do you think it’s just advertising?” 61.3% of 13-25-year-olds in North America believe its Just Advertising. As many young people elaborate, they want to see or understand the initiative to determine for themselves if the brand is being authentic or just jumping on the green marketing bandwagon.

By gender males have higher percentages at 64.8% that believe it’s just advertising compared with females at 59.8%. However, even though the majority of young people believe that in many cases, it’s just advertising, they also look for brands that are trying to make a difference and as we’ve pointed out in our previous story on brand perception, 58% are more aware of eco-friendly brands than 1 year ago and would like to learn more.

By age groups, what’s interesting is that the oldest demographic of 21-25-year-olds have the highest percentages that believe a brand is making a different or change by going green at 41.1% compared with only 37.8% of 18-20-year-olds, 38.4% of 15-17-year-olds, and 38.2% of 13-14-year-olds. What this points out is that while many people believe younger demographics are more gullible to various advertising tactics, when it comes to the green movement, they are very aware that it could simply be an advertising ploy than actually making a change.

Overall” the results don’t mean that going “green” is a bad idea but rather, authenticity and getting the point across that a brand means it is incredibly important when it comes to reaching youth markets via this course of action. As a green generation, 13-25-year-olds today are more aware of their environment than ever before, however it still takes insightful strategies to get the marketplace to understand, and more importantly, believe a brand’s green message is for real.

See also “Green Initiative Humanitarian Fashion Show Provides New and Necessary Twist to Fashion Week as Quantified by Label Networks’ Youth Culture Data on Markets Expecting Eco-Friendly Fashion in Their Future.

For more information about youth culture and Green Marketing and Humanitarian Results, contact info@labelnetworks.com; (323) 630-4000 about the Premium Global Youth Culture Subscription 2008.