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Posted by Jackie Rousseau-Anderson on September 29, 2009
[Posted by Jackie Anderson]
My kids love the Disney Channel and, if you spend any time tuned into this channel, you’ve certainly seen or heard some piece of their Friends for Change campaign. The campaign brings together all of the Disney Channel’s hot stars from the Jonas Brothers to Hannah Montana to educate kids about making small changes to help save the planet in a variety of ways. The multi-media campaign features highlights on TV, specials on the making of the campaign, and a dedicated website. An impressive collaboration, it got me thinking, do kids even connect companies with their philanthropic causes? For the answer I turned to our North American Technographics data and found:
So, while young consumers are more likely tuning into Disney to see Miley Cyrus rather than the company’s endeavors to help save the planet, it certainly can’t hurt. And what’s more, the campaign may be helping Disney earn points with parents. Thirty-seven percent of US online consumers over the age of 25 say that they prefer to buy products from companies that support causes they believe in. So, while Miley hasn’t convinced me (yet) to pay to offset my carbon footprint, I do feel a little better about my kids watching her on TV.
[i]We surveyed 4.692 online young consumers aged 12-17 in June, 2009. For more information on the survey click here (http://www.forrester.com/ER/Research/Survey/1,5449,734,00.html)
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