Passing the Buck: Millennial Social Identity Expansion and Communication With Conscious Corporations

• In Event: Intergroup Communication Research in Progress

Abstract

Unlike their predecessor generations, millennials are expanding on their social identities and imaginations of life span by contributing to society’s newest institutional member: globally conscious corporations (global social enterprises). As they transition through life and their information needs evolve, millennials may benefit from knowing how/if their consumption is perpetuating or reversing societal inequalities. Using altercasting (Weinstein & Deutschberger, 1963) as a theoretical framework, this paper explores how communication is used by social good businesses to progress millennials into new social roles. The empirical research methodology for the study consists of three focus groups (millennials, ages 18-34), of which participants are recruited from undergraduate and graduate-level courses. To participate, respondents must be familiar with and have purchased a product or service from a social good business. Focus groups are organized into 1) Immigrant millennials; 2) First-generation American millennials; 3) Second-generation (and beyond) American millennials.

Author

• Shabnam Shalizi, U of Southern California - Annenberg School for Communication