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Why Millennials Want your Brand to Invest in a Cause

Feb 02 ,2017

Why Millennials Want your Brand to Invest in a Cause

 

Millennials Cause Marketing CSR GSG Blog

Why the sudden interest in causes? The growing interest in social causes is not so sudden, and definitely not temporary.

As the generation that grew up alongside the internet boom as well as the expansion of CSR (corporate social responsibility) and serious conversations about the environmental impact of consumerism, millennials care about how they impact the world around them. They see that big picture change starts with how they spend their dollars. That’s why some retail brands have found success with cause marketing, despite their for-profit models.  ‘Doing well and doing good’ is a mantra for millennials.

Social media has made it possible to have direct impact through seemingly ordinary purchases. These purchases make it easy, and convenient for consumers to make an impact. Efficiency is another reason why millennials are purchasing products and services that make it easier to do more. We’ve seen a growing trends in multipurpose tools such as tinted moisturizer and multimedia capable phones, and tools that just make life easier like “the cloud”. Brands must now offer solutions that serve the consumer and impact a social cause at the same time.  Millennials require brands to get involved purposefully, simply giving is no longer enough.

Purpose driven brands that integrate a cause into their business model like TOMS communicate their mission instantly, and exhibit authenticity. (Read more about purpose driven brands.)

Why does this lie on the shoulders of brand and not government? Millennials believe “businesses have financial and technological resources to make change happen”, and millennials want to be involved. In return, millennials “reward brands that behave like good citizens with loyalty and positive word of mouth”.

Millennials are already using tools at hand like social media trying to be part of the solution. Viral campaigns like the ALS Ice Bucket Challenge allowed millennials to do good by participating from anywhere in the world, as long as they posted their videos on social media. Two-thirds use social media to engage around CSR (66% vs. 53% U.S. average” and 9 out of 10 are likely to switch to brands involved with causes.

Tired of hearing about millennials yet? Get ready to hear more for many, many years to come. Millennials are now the “largest living generation” in America and also represent the largest generation in the labor force. As their spending power increases, so must our attention.

And if just by chance you were planning on sitting this one out while the social cause phase passes on through, we’re warning you now, social causes aren’t going anywhere anytime soon. In fact, Generation Z (Anyone under 20 years old as of now) shares similar views concerning social causes as their predecessors. Cause marketing now requires long term attention and thoughtful involvement from brands like yours.

Here are some model campaigns doing it right.

 

Apr 08 ,2016

Why Supporting Public Parks is a Smart Cause Marketing Focus

trailNow that we’ve discussed how to pick a cause for cause marketing, let’s explore the benefits of working with public parks as your cause partner.

First, public parks systems provide the opportunity to connect with a wide range of relevant causes that are here to stay, increasing the longevity of your cause marketing program and the potential for impact. A few key cause messages that parks provide are:

  • Health – Promoting health and wellness causes through advocacy for park visitation is a good option because parks provide a free to low cost, accessible option to large populations looking to exercise for health reasons.
  • Active Lifestyle – Parks are a great way to connect with athletes, hikers, campers, and all manner adventurous outdoor hobbyists. Parks are the perfect places for biking, hiking, swimming, fishing, rock climbing, running, walking, surfing, and other forms of active exploration, and what’s better than meeting your audience where they like to play?
  • Environmental Causes – Allow us to state the obvious- natural spaces and outdoor parks are closely related to environmental causes. From replanting native species and trees to recycling and conscious traveling programs, the cause marketing program options are endless.
  • Historical Sites – The parks system is full of historical and architectural sites and monuments that can reach audiences who appreciate history, and preserving tradition and culture.
  • Wildlife Conservancy – Wildlife and nature conservancy causes identify with animal supporters and want to preserve the integrity of biodiversity in public parks across America.

According to the 2013 Cone Communications/Echo Global CSR Study, 70% of Americans find companies’ communication about their social responsibility efforts confusing. It is important to communicate your cause efforts effectively and simply, and being able to reach them in a location that ties closely to the cause, such as through the parks systems can enhance your program communication.

Another advantage? With thousands of park options, it’s easy to localize your cause efforts.  Research among consumers done by Good Solutions Group shows that 70% of consumers prefer to support causes that have a local impact.  With thousands of park locations around the country, you can customize your program around the communities and causes that matter to you and your audience, while still having a national umbrella.

In collaborating with national, state, or local parks systems, your campaigns can impact generations to come. Encouraging relationships between younger generations and their surrounding natural spaces is about promoting enjoyment of the outdoors alongside advocacy for its preservation, which will foster a closer relationship between people, the outdoors, and possibly your brand.

Good Solutions Group is the largest park-focused marketing agency in the U.S. because we’re truly committed to active lifestyles and outdoor exploration, but also, because it just makes sense from a business and marketing standpoint. From an unsaturated market with an opportunity to build authentic relationships with audiences engaged in active lifestyles, to an authentic need to support this cause across America’s communities, partnerships with public parks systems is something that works and that we believe in.

Our experienced team has a successful track record executing cause marketing campaigns like these, for leading brands with programs that include sampling, product placement, signage and more. Find successful campaign examples like Odwalla Plant a Tree, The North Face, and Coca Cola on our website.