Cause Marketing Isn’t Working for Young People

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

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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.

According to new research out this month from DoSomething Strategic, a social impact consultancy, marketers are struggling with putting the ideals of cause marketing into practice as brands focus on individual campaigns and not deeper meaning.

“Marketers are missing the mark in how to get [cause marketing] right and use it as a connection point,” said Meredith Ferguson, managing partner at DoSomething Strategic.

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