Cause marketing has to go beyond just one campaign—or young consumers won’t care.

Cause marketing has to go beyond just one campaign—or young consumers won’t care. While 66% of DoSomething.com's 13-35-year-old members said that their impression of a brand is positively impacted by involvement with a social cause, just 12% “had ‘top of mind’ associations between brands they were familiar with and a social cause.” Brands may be missing consistent marketing, and should take a note from the likes of Patagonia and The North Face, which have long associated themselves with environmentalism. (Adweek)