Cause marketing — showcasing your product as valuable and helping the world (which must be backed by a real commitment to betterment!) — is a great way to reach Millennials (those under 30, born 1980 or later), according to new research by eMarketer.
According to eMarketer:
That perception falls in line with research the eMarketer Daily reported on from agency Cone. While interest in cause-related marketing grew among the general population between 2008 and 2010, social and environmental causes had a significantly greater influence on the purchase decisions of millennials than other generations. If marketers are looking for 18- to 34-year-olds’ “susceptibility” to branding, social and green issues are a good place to start, with 85% saying they would switch brands because of such marketing and 73% saying they would try a new brand. According to Cone, moms are also a prime target of cause-related campaigns.