10 insights that will convince you to embrace citizenship now

10 Insights that Will

Convince You to

Embrace Business

Citizenship NOWGlobal Millennial Study 2014

Nidhi Makhija-ChimnaniDirector, Research & Insights, MSLGROUP

ICCO Global Summit, New Delhi, October 2014

We surveyed 8,000 Millennials

In 17 countries

15 minute online survey using

Research Now Global Panel

To explore and understand what

business citizenship means to

Millennials

3

Why Millennials Matter

1 The Millennial Survey 2014Deloitte Touche Tohmatsu Limited, 2014

2,3 Global Mobile Media Consumption: Reaching MillennialsInMobi, February 2013

1. Millennials have

given up on

government.

1. Millennials have

given up on

government.

73% Of Millennials don’t believe

government can solve today’s

issues alone

1. Millennials have

given up on

government.

73% Of Millennials don’t believe

government can solve today’s

issues alone

Watch: Aim Higher Than PresidentTedxTalk by Jeremy Heimans, co-founder

Avaaz.org, GetUp, AllOut etc.

youtu.be/3OGK4Q6PKUI

2. They expect

business to pitch in.

2. They expect

business to pitch in.

83% Of Millennials want business

to get more active in solving

issues.

2. They expect

business to pitch in.

82% Of Millennials believe

business can make a greater

impact in addressing social

issues

Compared to governments,

businesses have the potential and

the possibility to make real change

happen faster and more

efficiently.

Businesses have the resources – from financial

means, to collective intelligence, to technology – to

contribute and make a difference.

- Minting, 24, China”

“

But…They want business to focus

on micro issues over vague

macro categories, and on

impact over ego

3. They don’t expect

business to do it alone.

3. They don’t expect

business to do it alone.

69% Of Millennials want business

to make it easier for

consumers to get involved

If we collaborate and join forces, we can

make a big impact. We want to work on

change.

We want to work for a business that is

making change.

We want to vote to make a change.

We want to get together with people to

make a change together.

-Anne, 30, UK”

“

Millennials are

ready to reward

business that are

doing good…

71% Of Millennials are more loyal

to brands and companies

they believe are doing good

4. With their Loyalty

5. And with their

Recommendations

78% Of Millennials recommend a

company based on its

involvement with society

Good business

citizens are seen

as…

80% see such companies as

setting an example for others

6. Leaders

74%see good business citizens

as a company they would

want to work for

7. Employers of

Choice

77% believe good business

citizens are doing the right

thing… because it is the right

thing to do

8. Genuine

9. Trustworthy

76% Of Millennials consider good

business citizens to be more

trustworthy than companies

that are not being active

citizens

However,

Millennials say…

10. Business is NOT

meeting expectations

In most countries, only a few Millennials believe

business is acting as a good citizen.

Does business also have

a communications

problem?

79% Of Millennials wish it were

easier to know which

companies are doing good

- (Re)building reputations

- Attracting and retaining

young talent and

customers

- Succeeding at the bottom

line

Corporate Citizenship

+ Purpose as the

path to…

Opportunity India

The 2% Rule

Companies with…- net worth of over Rs 500 cr / $80 mn

- turnover of over Rs 1000 cr / $160 mn

- net profit of over Rs 5 cr / $800 k

Must contribute 2% of profit to

social responsibility programs.

Currently, only 6% of companies

are doing so1.

1 forbesindia.com/article/real-issue/csr-report-card-where-companies-stand/34893

The 2% Rule

According to the IICA, the

combined CSR commitment is

expected to touch Rs 20,000

crore or $3 billion2.

Indian Millennials

90% want business to get

more involved

91% want to personally get

involved in some way

Indian Millennials

Nearly 50% do not believe

that business is currently

doing a good job in this area.

Where are the next…

Tata Tea Jaago Re (2009 onwards)

Satyamev Jayate (2012 – today)

Mahindra Spark the Rise (2011 – today)

Aircel Save Our Tiger (2010 – today)

nidhi.makhija-

chimnani@mslgroup.com

@nidhimakhija

The Future of Business

Citizenship

Available at: msl.gp/bizcitizenship