Corporate Community Investment (CCI) - Good work or cynical commercialism? An exploration of the opinions of young people
Marketing
| Speaker: | Teresa Orange, Good Research Partnership |
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| Date: | Friday 11 October 2013 |
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| Time: | 15.00 |
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| Location: | Amory C501 |
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Further details
Teresa Orange is a brand consultant and media researcher who specialises in
children's and family issues. Teresa will be presenting the findings of research
completed for the British Youth Council exploring the attitudes of young people to
corporate social responsibility. CSR is seen as the key to the young generation of
shoppers who are fully engaged with what brands are doing, both positive and
negative.
The findings of the study suggest that when companies make money from young
people, they should give something back to communities, indicating a new moral and
ethical compass that younger consumers use when interacting with brands. In this
seminar, the issues associated with young people and CSR will be explored in the
context of their consumption of business news, the role of the Internet and social
media, and how over-communicating or misjudging CSR can increase younger
consumers’ level of skepticism towards such initiatives.
