Younger consumers lead with their hearts
Overall, our research showed that, the younger the viewers, the more likely that purpose ads will have an emotional impact and create connections. (See Table 3.) Gen Z and Millennials, in general, responded more strongly than either Gen X or Baby Boomers across a range of reactions to the purpose ads, from “Feels like it listens to my concerns” to “Is a brand I love.” The gaps between the youngest (Gen Z/Millennials) and oldest (Boomers) consumers were especially dramatic, at times reaching 20 percentage points. One notable response that was significant across generations – “promotes positive changes in society.”
Table 3. Emotional reactions to purpose ads, by generations
Ads that created strong emotional reactions All generations: H&M, FedEx Gen Z & Millennials: Dove, Colgate, Chipotle, Starbucks, Patagonia, and Soda Stream Gen X: Toyota, Hiring Chain, and Seventh Generation Boomers: Toyota, Hiring Chain, and Ben & Jerry’s
