Cause Marketing Isn’t Working for Young People

Study finds that having a purpose must extend past just one campaign

Nike's Colin Kaepernick ad is displayed on a billboard above a building.
According to DoSomething’s survey, “Nike still only secured a 60% aided awareness of an association with any cause at all and only 27% with racial justice.” Getty Images

Trends show that young people gravitate towards brands with purpose. Stand for something, Gen Z says, and we’ll reward your company with our attention and dollars.

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@joshsternberg Josh Sternberg is the former media and tech editor at Adweek.
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