While cause marketing can change opinions and drive action for consumers of any age, our Purpose Impact Monitor research shows that different generations can move almost in opposite directions in terms of ad response. Again and again, Boomers, Gen X, and Gen Z/ Millennials showed significant differences – in noticing and viewing ads, understanding their messages, recording emotional responses, and taking real-world actions based on the creatives.
As purpose messages become more common, and viewers grow de-sensitized, the need to craft more targeted and nuanced ads will grow – and defining how those targets respond will be essential.
Brands need to continue to monitor generational responses to purpose marketing to be sure they are addressing the best causes in the right ways – and then sharing those efforts effectively. Only through this sustained attention can they make their million-dollar purpose investments achieve maximum impact.
