10.09.2007 12:50:00
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College Students Putting Their Money Where Their Cause Is
In findings released today, Alloy Media + Marketing’s
(NASDAQ: ALOY) 2007 Alloy College Explorer, powered by Harris
Interactive, finds the current college class (students 18-30 years of
age) heading back to campus in record numbers and with mounting concern
surrounding the state of the union and the future of their country. Today’s
college class is proving their weight not only in size and purchasing
power, but showing significant muscle as they strive to have their
voices heard amidst what appears to them, an uncertain political
landscape. As the nation heads into an important election year, students
state dissatisfaction with the current administration and intend on
playing a large role in the movement for change. This year’s
report finds a massive 94% of respondents expressing plans to head to
the polls in 2008 to vote for a specific candidate for President and
offers an intriguing peak as to who might win their vote.
Empowered to make a difference personally, students continue to push for
a socially responsible Corporate America and name their choices for the
Top 10 "Most Socially Responsible”
brands with the announcement of the annual "Alloy
U” Awards.
Samantha Skey, EVP, Strategic Marketing, Alloy Media + Marketing
commented, "College students have shown
interest in rewarding "good”
brands and corporations for a few years now. It’s
fascinating to see how students define corporate social responsibility
and to hear how far that ‘good works’
perception moves the needle in purchase intent.” My World, My Way
According to responses in this year’s study,
the majority of college students do not hold a positive view on the
state of affairs in the country, nor do they give high marks to the
current administration. Asked to rate the state of things in the U.S.
today, 58% (net) responded that the current situation is only fair or
poor and similarly, their feelings on President George W. Bush’s
performance in the White House garnered only fair or poor marks with
almost three-quarters (73%) expressing dissatisfaction.
Interestingly, this educated and reported politically disillusioned
group appear confident in their ability to do something about their
discontent. When asked which group has the greatest ability to make
positive changes in the world, ranking at the top, a resounding 35%
expressed that people their age have what it takes to impact positive
world change, more so than the U.S. Government, with only 24% reporting,
and Fortune 500 Companies at 12% confidence.
My Vote Will Count
With students expressing gaining confidence in their own voice and
appearing optimistic about the impact their contributions can make on
the world, this years class appears to value their right to vote and the
importance of being a participant in choosing our next leader.
Remarkably, a whopping 80% of students (ages 18-30) surveyed report
being registered to vote, and further, 94% of those registered voters
have indicated they plan to vote for a specific candidate for President.
Dana Markow, VP, Youth Research, Harris Interactive stated, "Though
historically, actual participation in elections is lower than what is
self-reported, it will be interesting to see the effect of this
passionate generation’s turnout in 2008 as
this could potentially be the term that we will see the largest voter
turnout among the college population to date.” Who Will Get My Vote
So, who’d get the vote if the election were
today? With a large number of students expressing intent to vote in
2008, candidates are well aware of the influence this politically aware
bunch will have on the outcome of the coming presidential election. And,
they should also pay attention to the sources this increasingly mobile
group are tapping for information. Today, 70% of students who say they
have an issue that will impact their vote in 2008 claim they are getting
their information about these issues online, almost equal to information
viewed on TV - and more than half (55%) rely on good ol’
word of mouth from friends, more so than parents’
influence.
If votes were tallied today, Barack Obama is the apparent frontrunner,
getting the majority vote with 22% of students naming him our next
President. Hillary Clinton comes in a close second, getting 19% of the
student vote. Though it appears students today are leaning heavily
Democratic, the Republicans are garnering their attention with Rudy
Giuliani trailing close behind Hillary with 11% of the vote, and Senator
John McCain squeezing in with 6%. Al Gore still gets students support.
With 5% of the students choosing him, it appears they think he should be
on the ballot.
Candidates – Listen up!
And what’s on student’s
minds as they contemplate our next leader - the War in Iraq is top
concern for students, with two-thirds (66%) reporting that this issue
will most influence their vote. The economy plays an equally pivotal
role with 54% reporting significance, followed by healthcare issues
(48%), social security (47%), the environment (46%) and immigration
(43%). Candidates’ stance on gay marriages
(40%) and homeland security (37%) garner considerable attention as well.
My Money Where it Matters
This year’s report finds students avidly
aware of where their $198 billion dollars in consumer power1
is being spent and they continue to show commitment towards brands that
are improving and contributing to the issues that matter to them. Social
consciousness among this group heightens, with 37% (net) of respondents
stating they prefer brands that are socially conscientious. That’s
a slight 4% increase over last year’s figures.
The study asked students what indicators are most important to them in
determining a company’s social
responsibility. Significantly, 74% list a company’s
fair labor practice as most important, followed by eco-friendly or green
practices at 66%. Philanthropy holds import as well - companies that
donate to a charity or cause rank high, with 63% reporting its
significance.
The College Explorer study continues with it’s
annual "Alloy U”
awards in this category, asking students to name the brands they
perceive to be most socially responsible. Among the top finishers were
several companies garnering top honors again; Ben & Jerry’s,
creator of the "Lick Global Warming”
campaign, Yoplait which produces "Save Lids
to Save Lives” in support of breast cancer,
and Burt’s Bees, a company at the forefront
of earth-friendly practices. While some brands dropped off the top list
this year, notable newcomers hitting a mark with students include Target
and Whole Foods Market.
"Social responsibility continues to be a
focal point for this generation. Good will branding, if consistent,
relevant and authentic, has great potential to influence both purchase
intent and longer term loyalty,” said Skey.
The 2007 Alloy U Award winners for Top Socially Responsible Brands as
recognized by college students are: 2 1) BEN & JERRY'S 2) WALMART 3) COCA-COLA 4) NEWMAN'S OWN 5) TARGET 6) YOPLAIT 7) WHOLE FOODS MARKET 8) BURT'S BEES 9) STARBUCKS 10) KASHI
"It's an honor to be recognized by Alloy and its many devotees for what
we set out to do every day as a values-led business: To be a progressive
force for the environment and social and economic justice everyday and
everywhere we do business," said Walt Freese, Ben & Jerry’s
CEO (a.k.a. Chief Euphoria Officer). "Being awarded this recognition two
years in a row is the cherry on top of our ice cream sundae!"
"Active participation in our communities and caring about our
environment is a core value at Whole Foods Market," said Kate Lowery,
Whole Foods Market spokeswoman. "It's energizing to be recognized for
walking our talk, especially among a growing segment of young shoppers
who seem more committed than ever to natural and organic foods."
"The insights gained from the Alloy College
Explorer continues to be an invaluable key to understanding what moves
and motivates a class that not only is growing in size and number, but
also appears increasingly able and ready to prove their worth,”
concluded Skey.
Methodology
This survey was conducted online within the United States by Harris
Interactive on behalf of Alloy Media + Marketing between April 11 and
April 30, 2007 among 1,592 adults (college students (full-time,
part-time, 4-yr., 2-yr., ages 18 to 30)). Figures for age, sex,
race/ethnicity, region and school status (full-time, part-time, 4-yr.,
2-yr.) were weighted where necessary to bring them into line with their
actual proportions in the population. Propensity score weighting was
also used to adjust for respondents’
propensity to be online.
With a pure probability sample of 1,592, one could say with a
ninety-five percent probability that the overall results would have a
sampling error of +/- 3 percentage points. Sampling error for data based
on sub-samples would be higher and would vary. However, that does not
take other sources of error into account. This online survey is not
based on a probability sample and therefore no theoretical sampling
error can be calculated.
About Alloy Media + Marketing
Alloy Media + Marketing is one of the country's largest providers of
nontraditional media programs reaching targeted consumer segments. AM+M
manages a diverse array of assets and services in interactive, display,
direct mail, content production and educational programming. AM+M works
with over 1500 companies including half of the Fortune 200. For more
information on AM+M services and investor relations (NASDAQ: ALOY),
please visit www.AlloyMarketing.com About Harris Interactive
Harris Interactive is the 13th largest and fastest-growing market
research firm in the world. The company provides innovative research,
insights and strategic advice to help its clients make more confident
decisions which lead to measurable and enduring improvements in
performance. Harris Interactive is widely known for The Harris Poll, one
of the longest running, independent opinion polls and for pioneering
online market research methods. The company has built what it believes
to be the world’s largest panel of survey
respondents, the Harris Poll Online. Harris Interactive serves clients
worldwide through its North American, European and Asian offices, and
through a global network of independent market research firms. More
information about Harris Interactive may be obtained at www.harrisinteractive.com.
To become a member of the Harris Poll Online and be invited to
participate in online surveys, register at www.harrispollonline.com.
1 Calculation based on survey findings among
18-30 year old students projected to the universe of 12.9 million 18-30
year old college students as determined by the National Center for
Education Statistics (2005)
2 Respondents were asked to choose up to three
companies from a provided list, or to specify a company outside the
list, that they feel give back to the community, support a specific
cause, are environmentally friendly or are socially responsible.
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