Young people favour brands involved in riots clean-up
By Ariane Osman, marketingmagazine.co.uk, Thursday, 01 September 2011 09:30AM
Brands including M&S, Sainsbury's and Starbucks, which participated in the clean-up effort after last month's riots across England, are now seen more favourably by young people, claims a survey.
According to the latest UK Anxiety Index survey of 300 adults, carried out by JWT, 68% of young people between the ages of 18 and 34 feel more positive about brands that offered food, drinks and supplies to the clean-up operations.
The proportion of positive sentiment diminishes among older respondents, with 56% of those aged between 35 and 49, and 57% of consumers over 50-years-old feeling more positive about brands participating in the clean-up.
Over 52% of participants in the survey believe brands should better connect with communities by sponsoring youth initiatives and facilities, while 33% agree brands should promote "responsible attitudes to consumerism".
Last month's riots damaged the image of several major brands, with BlackBerry, Facebook and Twitter each suffering an increase in negative sentiment due to the ease with which rioters used their products to co-ordinate attacks.
This article was first published on marketingmagazine.co.uk
- Account Manager - Integrated Agency ADLIB up to £26k, Bristol
- Account Manager / Senior Account Manager - £30k to £35k, leading creative agency in Central London MODA consult £30k - £35k, plus benefits, London (Central), London (Greater)
- Account Director / Senior Account Director - up to £60k, leading boutique advertising agency MODA consult £60k, plus benefits, Central London
- Senior Account Director / Group Account Director - up to £80k, leading boutique advertising agency MODA consult £75k - £80k, plus benefits, Central London
- Deputy Editor - International Content Agency - London Major Players £30000 - £35000 per annum + great benefits , London
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- WPP's Martin Sorrell reconsiders strength of newspapers
- Group M retains £80m Lloyds media
- Gogglebox stars encourage viewers to vote
- Twitter hunts for UK marketer as it targets £180m ad revenues