Strategic Market Assessment

By: Safiyyah Abdul Hamid

Project: eBay’s Global Impact team was looking to increase its influence with millennial consumers through messaging about its social impact and responsible business activities. The group produced content that highlighted eBay as a platform for empowering small businesses, creating opportunity for sellers of diverse backgrounds, and promoting charitable giving through its eBay for Charity program. The SGE Immersion team benchmarked what other companies were doing with respect to social impact messaging directed at millennials; analyzed how Global Impact messaging resonated with a millennial audience; and recommended channels through which the messaging could be most effective for increasing the company’s overall impact on distributed economic development.