US millennials cynical about brands that support charity

摘要

According to new Mintel data, 39% of millennials aged between 18-34 are cynical when it comes to beauty brands supporting charity. Mintel's Global Colour Cosmetics Analyst, Charlotte Libby, said: "While younger audiences are most likely to seek out brands that align with their beliefs and values, they can also be the most cynical, fearing charitable brands are disingenuous. Consumers need confirmation that this is a genuine positioning. Hence, a strategy involving charitable donations needs to be long term and treated appropriately, becoming part of the core business of the company."