Data & Insights Infographic: What Consumers Really Think About Cause Marketing Millennials, Gen X and boomers have very different viewsBy Emma Bazilian|March 12, 2017ABM could be key in turning prospects and leads into cash.Getty Images/iStock PhotoShare By Emma Bazilian|March 12, 2017Share With social activism on the rise, more brands are aligning themselves with philanthropic causes in hopes of burnishing their reputations—and their bottom lines. But while a simple donation to charity might have sufficed in decades past, today’s younger consumers expect brands to go above and beyond when it comes to supporting different causes, according to a new survey of 1,000 U.S. adults conducted by marketing research firm Toluna. “Simply doing good is not enough; brands that wish to reach millennials through cause marketing must create a personal connection,” explained CEO and co-founder Frédéric-Charles Petit. “As the purchasing power of millennials expands, brands will need to give greater attention to carving out a corporate social responsibility platform that consumers can identify with.” Click for more from this issue This story first appeared in the March 13, 2017, issue of Adweek magazine. Click here to subscribe. Share http://adweek.it/2mtMerW copy Emma Bazilian @adweekemmaEmma Bazilian is Adweek's features editor.