10 Insights that Will Convince You to Embrace Citizenship NOW

10 Insights that Will Convince You to Embrace Business Citizenship NOW Global Millennial Study 2014

Nidhi Makhija-Chimnani Director, 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

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Why Millennials Matter

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The Millennial Survey 2014 Deloitte Touche Tohmatsu Limited, 2014 2,3 Global Mobile Media Consumption: Reaching Millennials InMobi, 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 President TedxTalk 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

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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

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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.

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-Anne, 30, UK

Millennials are ready to reward business that are doing good‌

4. With their Loyalty

71% Of Millennials are more loyal to brands and companies they believe are doing good

5. And with their Recommendations

78% Of Millennials recommend a company based on its involvement with society

Good business citizens are seen as‌

6. Leaders

80% see such companies as setting an example for others

7. Employers of Choice

74% see good business citizens as a company they would want to work for

8. Genuine

77% believe good business citizens are doing the right thing‌ because it is the right thing to do

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

Corporate Citizenship + Purpose as the path to‌ - (Re)building reputations - Attracting and retaining young talent and customers - Succeeding at the bottom line

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.

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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) Aircel Save Our Tiger (2010 – today) Mahindra Spark the Rise (2011 – today) Satyamev Jayate (2012 – today)

The Future of Business Citizenship Available at: msl.gp/bizcitizenship

nidhi.makhijachimnani@mslgroup.com

@nidhimakhija