Among a survey of over 1,000 Americans, millenials are least likely to comply with recall notices for food, pharmaceuticals, motor vehicles and consumer electronics.
The consumer survey, commissioned by Stericycle Expert Solutions, found that people ages 18-34 are the least compliant with recall notices across all age groups. Compared to baby boomers, people ages 55 and older, millenials are twice as likely to say they ignore a recall notice after reading it.
The survey found that 36% of millenials say they typically throw recall notices in the trash, compared to 16% of boomers.
The findings, according to Stericycle Expert Solutions, highlight a need for manufacturers undergoing a recall to reconsider their communication strategies if they want to improve compliance among millenials.
“It’s a trend that needs to be reversed because millennials are now the largest living American generation and will drive the greatest percentage of product purchases in the near future,” Michael Good, VP of marketing & sales ops, said in prepared remarks. “This research shows that product recalls are as much a communications challenge as they are a logistical one. The lesson for both regulatory bodies and product manufacturers is to make recall compliance easier and more relevant to this generation.”
Millenials, who ranked recalls of consumer electronic products as the least important, agreed with the other age groups that food and pharmaceutical recalls are the most important.
Personal relevance seemed to be a driving factor of recall compliance or non-compliance, the company concluded. Approximately 70% of all participants said they judge recall notices based on if they think they are personally at risk.
Nearly 30% of respondents think that recall notices are not serious and are sent out legal obligation, the survey found.
Stericycle Expert Solutions also found that people will generally check their purchases if they hear about a recall indirectly, like on the news or on social media.