ABSTRACT
In India, for example, the average age for a mobile phone buyer has moved to the early 20s rather than late 30s. The global surveys report a trend of increasing awareness of a company's social purpose among the general consumer base, so much so that when quality and price are the same, social purpose is the most important factor in the purchasing decision. In addition to their role as customers, young people's social media-savvy has turned them into powerful trend-setters. 'Organisations in banking, legal services, and even small marketing agencies are investing in economically nonviable markets with the plan that through shared value, we are building ecosystems that in time will provide customers', reported Geoffrey Roe, of CSR, the philanthropic arm of the Al Ahli Holding Group in UAE, who engages with Arab youth to build their skills and widen their horizons and exposure.
