The next-generation is backbone of every nation, and it pays high regard to purchases that suggests personal achievement and social interaction. This was the conclusion drawn out of purchase decisions researches conducted by Resonate Networks and was also presented in the 2010 Pivot Conference held in New York City recently.  The findings offer insight that can be applied to social media marketing and mobile app development, hinting on a few trends we’re seeing in these areas.

The study focused on the drivers that will persuade one to buy a certain product. Cause marketing was a winner to majority of US consumers within the 18-34 age brackets. This suggests that young adults are more likely to buy something of value to social and environmental issues.
Certain number of internet users was surveyed to obtain the following data:

·        Top 5 issues supported by internet users: (1) use and development of solar power- 49%, (2) animal rights-21%, (3) climate change campaigns- 19%, (4) energy issues- 16% and (5) gay and lesbian issues- 16%

·        Top 5 priorities when making a purchase: (1) communicate truthfully- 43%, (2) conduct business honestly-43%, (3) price fairly- 39%, (4) treat employees fairly- 35% and (5) provide safe products- 32%

·        Top 5 product attributes: (1) value- 54%, (2) familiarity-37%, (3) quality- 31%, (4) function- 30% and (5) durability- 30%

Looking into the aforementioned results, it actually shows that young adults’ beliefs do not necessarily translate to purchases. In fact, while solar and energy issues placed at the top 5 of their advocacies, it ranked 2^nd to the lowest in priorities when making a purchase. This also suggests that young adults are aware and care about what’s going on in the society but values self affirmation and success as well. A good example is when somebody makes a charitable donation, announcing it to social networks and platforms is something that would make him or her feel better.

To sum it up, marketing strategies should now be diverted to the fact that young adults are more likely to purchase something that would allow them to express who they really are.  Incorporating personalization features around apps and their natural marketing is one area to focus on, and noting the gap in marketing around a campaign versus purchase conversion is an aspect of mobile marketing that advertisers are still trying to get over.

Non-profits in particular have seen this dissonance first hand, and are becoming industry leaders in calling users to action around natural marketing and social media efforts.