Around 52 per cent of UK millennials think that brands have the potential to be a force for good, this despite 40 per cent having a negative attitude towards the way brands communicate with them, according to new research.
The study, conducted by Initiative (an Interpublic Group agency) surveyed almost 10,000 25-34 year olds around the globe about their lives, their mind set, how they use technology and how they feel about brands.
Globally, 30 per cent are cynical about the way brands market to them, with 58 per cent agreeing that they have the potential to be a force for good.
Over half of millennials said they would be more loyal to brands that helped improve societal or ecological issues (54 per cent), while 59 per cent feel brands should actively participate to improve causes.
Among UK millennials who shared content on social media, younger millennials (25-29) used social media more expressively to earn respect, (16 per cent) while older millennials (30-34) used it more collaboratively to share thought and appreciate others (44.5 per cent).
When it came to devices, 48 per cent of UK millennials admit to being addicted to using them, compared to 44 per cent globally. However only 11 per cent (16 per cent globally) feel that their smartphones are innovative.
Finally, the report also found that millennials were highly creative with globally 18 per cent being very likely to set up their own business and 19 per cent very likely to return to further education.