Ypulse reader Jody from Alloy just sent over a press release about Alloy's 5th annual College Explorer Study, conducted by Harris Interactive. It seems that consumer activism has become college students' protest of choice these days with coeds "directing a portion of a record $182 Billion dollars in consumer spending power toward brands they perceive to be socially responsible." So who gets their almighty dollars?

The 2006 Alloy U Award winners for "Top Socially Responsible Brands" as recognized by college students are:

1) Ben & Jerry's
2) Newman's Own
3) Burt's Bees
4) Yoplait
5) American Apparel
6) Starbuck's
7) Seventh Generation
8) Nike
9) The Body Shop & Coke

Hmmm...Coke? Who knew that getting stoned and eating ice cream would save the world? ok, sorry, being really cynical here.

Other findings include:

33% prefer brands that give back to the community, are environmentally safe, or that are connected to a cause. Together these socially responsible characteristics surpassed paying more for a brand with a great image (16%) or preference for a brand used by celebrities (2%) by wide margins in their influence on discretionary spending. Substantially, one in four students (24%) has purchased a product this year specifically because it was socially conscious.

Almost half (forty five percent) of students are active volunteers, often taking up a cause on their own but also getting involved through school or their fraternity or sorority. Asked about motivation, students who volunteer said they do so simply to help other people (55%) and to do their part as a community member (39%). Importantly, among those students who volunteer, forty nine percent said that it makes them feel good about themselves. The report shows that helping others and contributing to good causes were far more important to students than philanthropy to help them get a job or because it looks good on their resume (18%).

P.S. This is kind of fun. The website Young & Successful for young entrepreneurs rounded up their top 10 favorite graduation speeches in their latest newsletter. While college students don't buy products because of celebrities they do accept guidance from such luminaries as Bon Jovi's Richie Sambora who told students at Kean University:

"There is absolutely no substitute for hard work. There is always someone right behind you, willing to work harder for what you have and what they want. Don't look over your shoulder and don't use or abuse others to get ahead."

Posted by anastasia