Just Cause, Not Just Because: How Cause Marketing Helps Brands While Helping Others

Goodwill is good for business—and it keeps getting better. On average, 53% of U.S. consumers use social media to engage with brands on corporate social responsibility issues. According to research from the University of Southern California, this stat rises to 77% for millennials, America’s largest generational demographic. What’s more, 91% of millennials favor brands associated with a good cause compared to the national average of 85%.

As Forbes magazine reported, millennials gravitate to brands that support causes for the voiceless and often embrace causes that directly affect their lives, from health care, civil rights and education to job creation, climate change and immigration. Transparency about “where contributions are placed and how the support helps” is critical to establishing the trust needed to win over millennials and maintain their support.

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