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
3
Why Millennials Matter
1
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 dont believe
government can solve todays
issues alone
1. Millennials have
given up on
government.
73%
Of Millennials dont believe
government can solve todays
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

But
They want business to focus
on micro issues over vague
macro categories, and on
impact over ego
3. They dont expect
business to do it alone.
3. They dont expect
business to do it alone.
69%
Of Millennials want business
to make it easier for
consumers to get involved
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.
-Anne, 30, UK

Millennials are
ready to reward
business that are
doing good
71%
Of Millennials are more loyal
to brands and companies
they believe are doing good
4. With their Loyalty
5. And with their
Recommendations
78%
Of Millennials recommend a
company based on its
involvement with society
Good business
citizens are seen
as
80%
see such companies as
setting an example for others
6. Leaders
74%
see good business citizens
as a company they would
want to work for
7. Employers of
Choice
77%
believe good business
citizens are doing the right
thing because it is the right
thing to do
8. Genuine
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
- (Re)building reputations
- Attracting and retaining
young talent and
customers
- Succeeding at the bottom
line
Corporate Citizenship
+ Purpose as the
path to
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 so
1
.
1
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 billion
2
.
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)
Satyamev Jayate (2012 today)
Mahindra Spark the Rise (2011 today)
Aircel Save Our Tiger (2010 today)
nidhi.makhija-
chimnani@mslgroup.com
@nidhimakhija
The Future of Business
Citizenship
Available at: msl.gp/bizcitizenship