A new study by RISC found that 70% of teenagers don’t trust what brands tell them. Further, almost two-thirds of teens believe that the way they shop has an impact on the world, compared to just over half of 20-24 year olds.

“Getting across a message with deeper meaning is key for this group. Teens want to associate depth with something that has long-lasting, positive and constructive effect” adds Sharon Green, MD.

This research supports our own UK-based research showing that young people have higher expectations about companies being responsible with the messages they promote. We’ve also written a recent post on how to drive meaning into a brand using civil messages.