Channel 4 has claimed the majority of people aged 16-34 are likely to pay more attention to ads which addressed significant issues, and more likely to pay more for the products in them as a result.
New research conducted by the broadcaster’s ad sales division – which recently launched the annual ‘diversity in advertising’ competition – highlighted the importance of purpose-driven advertising for brands looking to engage with young viewers.
The survey of 1,000 people, split equally between those aged 16-34 and 35-65, found that 55% considered brands to offer a wider positive influence, while 45% believed they were simply about flogging products and services.
Young people were found to be particularly receptive to ads which convey an ethical image, with 56% of those in the 16-34 age bracket considering such products to be of greater quality than their elders.
What is more a majority (60%) of young people professed themselves to pay more for such products, versus just 55% of those aged between 35 and 44 and 37% of those aged 45 and above.
“This research shows that the market for purpose-driven ads is far from saturated,” said Jonathan Lewis, head of digital and partnership innovation at Channel 4.
“But people have very clear expectations about what they want from brands operating in this space: they need to be genuine in their messaging, stay relevant to their industries and create resonant ads that cut through.”
The data was commissioned to dovetail with the broadcasters ‘Pl4y presents…’ series of invitation-only events designed to coral ad industry leaders together in order to debate key issues.
It comes as Channel 4 whittles down the cities in the running to become its new regional hub as part of efforts to become less London-centric.