Consumers want their favorite brands to align with their strongest values.
However, there is a risk for marketers looking to align their organizations with controversial cultural movements—and for some brand managers, the risk warrants careful calculation.
A new study from WP Engine looks specifically at Generation Z consumers and how brands can reach them with cause marketing. The results show conclusively that the tactic can have a major upside, with 69 percent of Gen Z indicating they would be more likely to buy from a company that contributes to social causes.
Tags: Generation Z