Brand Marketing

How Agencies Are Meeting Millennials' Demand for Socially Responsible Marketing

Doing some good is good for business

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Millennials will rally behind causes they care about—and will stand behind a brand that does the same. As Omnicom Group's Cone Communications shows, 70 percent will spend more on brands that support causes—and with millennials representing $2.45 trillion in spending power, the subject of corporate social responsibility carries an unexpected level of clout.

As big brands such as Clif Bar, Nike and Google incorporated CSR into their business models, an agency cottage industry has sprung up to service them, focusing on socially responsible marketing.