SANTA BARBARA, Calif.,
May 12, 2021 /PRNewswire/
-- Refuel Agency, the largest provider of media + marketing
services to reach teen, college, military and multicultural
consumers throughout the U.S., released research findings that
teens pay attention to cause-related public service announcements
more than they do influencers, athletes, or celebrities.
Derek White, CEO of Refuel
Agency, explains "As digital natives, teens are often believed to
be primarily influenced by online personalities, however we found
that the changemakers of tomorrow are highly engaged with their
environments and their peers—and they aren't necessarily
looking to online personalities or influencers for information
about causes."
Key findings include:
- 32% (1 in 3) of teens pay attention to PSAs to learn about
issues or causes they care about, while only 17% pay attention to
athletes and 20% celebrities.
- Teens are 88% more likely to pay attention to PSAs
than athletes, 60% more than celebrities, and 33% more
than influencers
- The cause issues that Gen Z teens care most about are social
equality, mental health, and COVID.
- Over half of teens say their parents have some influence
regarding social causes.
- Over 4 out of 5 teens said they took some form of
action after seeing a PSA.
- Teens are more likely to support brands that share their views
on social causes.
The findings show that teens are influenced by in-school media,
which sparks conversation with trusted peers in an environment that
is already dedicated to learning. White explains, "Brands and
agencies looking to make an impact with
cause-related marketing initiatives need to insert their
campaigns into these teen-centric feedback loops—introducing their
campaigns as conversation starters that teens will amplify with
their friends, in their schools, and on social media."
For complete survey results, visit
https://www.refuelagency.com/teen-explorer-social-cause.
About Refuel
Refuel Agency helps advertising agencies and clients boost their
campaigns by offering both omni-channel solutions targeted at
Military, Teen, College and Multicultural markets. Majority owned
by Prospect Capital (NASDAQ: PSEC) a leading Business Development
Company with over $6B in investment
assets, Refuel Agency has worked with almost half of all Fortune
500 companies across multiple ad categories, reaching over
$1.5B in total billings. Refuel
is headquartered in Santa Barbara
with offices in New York,
Los Angeles and Princeton.
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SOURCE Refuel Agency