According to one study, 70% of Millennials spend more money on brands that support causes, and 66% are more likely to engage with those brands on social media to discuss social responsibility. As brands feel more pressure to do good, an industry of agencies focusing on socially responsible marketing has emerged. Finding the right social good mission is key: “Brands often want to randomly pick a cause even if they don't truly believe in it. Millennials will see right through that.” (Adweek)
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