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Will help to understand social pressure people feel to do right things

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Will help to understand social pressure people feel to do right things

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Will expand knowledge about human behaviour and the gap between intention and action

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Will expand knowledge about human behaviour and the gap between intention and action

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12 in depth interviews. 6 with female and 6 with male.

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12 in depth interviews. 6 with female and 6 with male.

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Millennials 18-30 years old, both man and women. From the research it was found that 84% of millennials made a charitable donation in 2014 and they are nearly twice as likely to donate to a charity than those aged 55+. (UK Fundraising, 2017) Also, 75% of workforce will be millennials in the next decade. (Deloitte,2014), which means they are the generation that can actually make an impact in marketing and branding and send a better message to consumers.

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Millennials 18-30 years old, both man and women. From the research it was found that 84% of millennials made a charitable donation in 2014 and they are nearly twice as likely to donate to a charity than those aged 55+. (UK Fundraising, 2017) Also, 75% of workforce will be millennials in the next decade. (Deloitte,2014), which means they are the generation that can actually make an impact in marketing and branding and send a better message to consumers.

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7. To analyse possible positive and negative implications in terms of consumers and the future of businesses

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7. To analyse possible positive and negative implications in terms of consumers and the future of businesses

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6. To investigate how brands use the shift through emotional marketing, is it effective? What are they trying to achieve? (Brand loyalty or increase in sales?)

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6. To investigate how brands use the shift through emotional marketing, is it effective? What are they trying to achieve? (Brand loyalty or increase in sales?)

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5. To analyse why they are doing it? (Personal happiness or altruism?)

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5. To analyse why they are doing it? (Personal happiness or altruism?)

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4. To measure how many people do right things because they feel obligated and how many actually care.

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4. To measure how many people do right things because they feel obligated and how many actually care.

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3. To explore how consumers are trying to be better.

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3. To explore how consumers are trying to be better.

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1. To explore different definitions of a "better person

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1. To explore different definitions of a "better person

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The aim of the research is to investigate the shift from outside appearance to embracing moral values and becoming a better person

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The aim of the research is to investigate the shift from outside appearance to embracing moral values and becoming a better person

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The shift from not only looking good but being a better person

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The shift from not only looking good but being a better person