Abstract: The topic of corporate social responsibility is currently very up-to-date and is gradually becoming the focus of stakeholder’s attention, mainly consumers. Especially, one generation of consumers, Millennials, is considered to be the driving force behind the demand for socially responsible brands and products. The key factor to achieve the positive attitudes of Millennials towards the socially responsible brand is the appropriate communication targeted particularly on this segment. The article is aimed on Millennials as a target segment of socially responsible communication within the business strategy and the determination of the most efficient tools of socially responsible communication with Millennials. This includes the literature review on the issue and analysis focused on the perception of socially responsible communication by Millennials. The secondary data for the analysis were obtained from scientific researches, statistical tables and published professional publications. In order to determine the most efficient tools of socially responsible communication, a questionnaire survey was conducted among Millennials. Based on this, measures for the efficient implementation of socially responsible communication with Millennials are proposed, and its benefits are highlighted, such as strengthening the company’s image, improving its reputation, building customer relationships and gaining the customers loyalty to the socially responsible brand.
Authors: Margareta Nadanyiova, Subhankar Das
Keywords: Corporate Social Responsibility (CSR), socially responsible communication, marketing communication, consumers’ generations, Millennials, sustainability, business strategy