Marketing to Millennials: the importance of being an ethical business

Currently, millennials make up the largest proportion of the population. Not only does this make them the most powerful consumer, but also the core workforce in the UK. There are many collective characteristics of this generation due to their shared social influences, with a support for sustainability at the core of most of these values.

Access to the internet during childhood provided global awareness from an early age, and this coupled with a rising recognition of climate change and our part in driving it led to millennials developing a commitment to sustainability. They are also a more ethnically diverse generation than Gen X and baby boomers, with easier access to worldwide travel which has allowed for the exploration and appreciation of other cultures.

Not only are millennials ethical as consumers – they also want to honour these values in their work. Therefore, in order for companies to attract this key sector of the workforce, they need to ensure that their business practices are firmly grounded in ethical behaviour from internal operations to product manufacture. Discover the main ways in which you can ensure sustainability in your business.

Ethical Attitude

First and foremost, it needs to be clear that your business is committed to sustainability at its core. In your marketing, both to consumers and when trying to attract new talent, demonstrate your ethical values from eco-friendly and humane product manufacture to staff fairness and equality. One of the most praise-worthy characteristics of millennials is that they prioritise purpose over profit, so the policies of your business are much more important than financial renumeration.

Sustainable Operations

As already mentioned, growing up with the global warming crisis led to millennials becoming more environmentally-minded than any previous generations, and this desire to save the planet carries over into their work as well. Do what you can to ensure that your products are as eco-friendly as possible – minimise plastic and packaging, promote recycling, and strive for carbon-neutral manufacturing.

It is also helpful to analyse your internal operations in terms of their environmental impact. Small changes can go a long way in attracting millennials, such as going paper-free, adding plants, and encouraging staff to save energy where possible. You could take this one step further and upgrade your office space with eco-friendly technology which ranges from getting new toilets with a dual-flush or low-flow system to fitting a green heating system such as solar panels or heat pumps.

Socially Responsible

In addition to focusing on your environmental impact, ensure that you are being socially responsible. As an example, millennials would choose to work at a travel company that upholds ecotourism and responsible travel over and above a business selling traditional package holidays. Similarly, they would be anxious to ensure that any operations abroad are conducted fairly and with respect. This could range from being part of a fairtrade farming scheme to paying appropriate wages to foreign staff.