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Though most adults approve of companies that run “create our ad for us” promotions, a new survey from the AMA discovered that their children aren’t necessarily buying it.
Adults surveyed said companies that use consumer-generated ads in addition to traditional advertising were most customer friendly (68 percent), creative (56 percent) and innovative (55 percent), according to the AMA survey, reports Business Week (via AdJab and MarketingVox).
But their children were far more cynical. The survey found that respondents age 18-24 said companies using consumer-generated ads were less trustworthy (21 percent), less socially responsible (20 percent), and less customer friendly (13 percent) - all those percentages were at least double those of the 25-64 age group.
The AMA’s chief marketing officer, Nancy Costopulos, attempted to explain the findings: “Young adults’ skepticism may be rooted in their desire to distance themselves from company-sponsored messages.”
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