Millennials are a cohort coveted by brands. The world’s largest generation, they have spending power and are early adopters of new technology. They’re also some of the loudest voices in the chorus calling for tech companies to take a more activist stance on political issues, like immigration and gay rights.
But a new report from Morning Consult indicates that while millennials may appreciate it when brands take a political stand, that advocacy isn’t likely to influence their spending decisions.
Researchers surveyed 2,202 people ages 23-37. Sixty-one percent of them said they would like a company more if it advocated for civil rights. Companies that pay their employees well would be more popular with 51 percent of respondents.
But that sentiment may only have a marginal impact on a company’s bottom line.