Young Adults Ignore Celebrity Endorsements

A new study shows younger adults don't care about celebrity endorsements, just the product itself. Both Alloy Media + Marketing and Harris Interactive conducted online surveys of 1,793 people enrolled in college between the ages of 18 and 30. The age range represents 18 million people with $182 billion in spending power.

• Celebs Overrated: Brand Responsibility Trumps Celebrity
• Celebrity Endorsements: A to Z Database

Only two-percent of those surveyed said celebrity endorsements influence their buying decisions. But 33-percent said they like to do business with companies who are involved with not-for-profit causes, community activism or environment-friendly practices. For 24-percent of respondents, they purchased a product in the past year just because it was "socially conscious."