Corporate Community Investment (CCI) -­ Good work or cynical commercialism? An exploration of the opinions of young people

Marketing

Speaker:Teresa Orange, Good Research Partnership
Date: Friday 11 October 2013
Time: 15.00
Location: Amory C501

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.