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The number of voluntary social and non-profit organizations dedicated to societal and environmental concerns has surpassed the one million mark. For simplicity, imagine each unites efforts of only 10 people, whether volunteers or employees – that equates to ten million activists == many pursuing visions of social equity or healthy ecology with as much strategy, efficiency, rigor and innovativeness as any well run business.
The technology of Web 2.0 is meeting with the demography of Generation Y, with each acting as an accelerant for the other. “At no point since the 1960s have young people worn their causes so openly–but this time around, the Facebook Generation is not fighting the establishment. They own it. For today’s superwired, always-on, live-life-in-public young Americans, the causes you support define who you are. Societal aspirations have so permeated the ‘net-native’ population that causes have become like musical tastes, style choices, and ‘blog bling’.” More than just the attitudes and technological inclinations, the sheer size of the Millennial Generation is staggering. It is “estimated at 80 million Americans. Indeed, there are twice as many millennials as Gen-Xers and already a million more millennials alive than Baby Boomers.”26% have voted30% have boycotted a product within the last year ‘because of the conditions under which it was made or the values of the company that made it.’36% have volunteered within the last year. And here is a number that the nation’s consumer marketers should consider tattooing on some portion of their bodies: 61% of Americans born between 1979 and 2001 ‘feel personally responsible for making a difference in the world,’ and74% said they are more likely to ‘pay attention to a company’s overall messages when they see that the company has a deep commitment to a cause.’”
Economic stability, fairness and equity, a sense of purpose or meaning, authenticity and trust.
Personal health and economic stability, social fairness and equity, environmental sustainability and a sense of purpose or meaning, authenticity and trust.