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Ignoring the younger generation may prove perilous for business

With millennials spearheading the Extinction Rebellion, corporations must take note that profits and productivity won’t satisfy younger voices, writes Chris Blackhurst

Friday 19 April 2019 14:26 BST
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On a name awareness survey, the organisation scored extremely high – lots of people were aware of them.

However, when it came to favourability, their standing plummeted. They went from being near the top, down to the lowest quartile. The names they were keeping company with at that level were not ones they wanted to be associated with, to put it mildly.

The reason for the fall, I told them, was lack of purpose. Their brand was well-known, but what they stood for remained unknown. Others had fared a lot better because they made a point of saying what they did, how they did it, and publicising their values and beliefs. And not just wishy-washy blandishments – they stated how they benefited society. That finding was especially pertinent for the younger age groups.

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