Millennials – A Powerful Consumer Force

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Although there is some debate about the exact age range of millennials, there is no debate as to their buying power. With over 80 million millennials somewhere between 18 and 40 years of age in the U.S., they average $200 billion in purchases every year (Forbes 2017). They also exert a great deal of influence on the buying tendencies of older generations. Given their general skepticism about traditional advertising, millennials rely on social media for purchasing decisions more than previous generations and strongly champion causes they believe in.

Some other statistics that should influence your marketing decisions include:

·     They control 25% of spending dollars in the U.S. and will increase to 65% by 2032 (Goldman Sachs 2017)

·     They are brand loyal with over 60% of millennials purchasing goods from the same company

·     91% of millennials want to buy from a company that gives back to social causes (Applied Psychology, University of Southern California 2018)

·     87% are willing to purchase products with an environmental or social benefit

·     Almost two-thirds of millennials use two or three devices for social media

Millennials see it as important to support corporations and brands who support their community. Companies benefit from a multi-platform approach to marketing their products and the causes they support. The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Published in Blog

Cause Marketing: What Stories Should We Tell?

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Nearly two-thirds of Millennials and Gen Z express a preference for brands that have a social point of view and stand for something. As such, it’s becoming more and more important for brands to align themselves with causes that demonstrate that they too want to make the world a better place for all.

The most important step is deciding the cause with which to align and in doing so, the most important things to remember are to choose from the heart; meaning it’s a cause the company and employees feel good about. The other is that the cause be related to the business in which you and/or the product operate. The next step after deciding upon the affiliation is communicating it to the target consumer. One way of doing this is by sharing stories that resonate with the audience. In doing so the narratives must take the following into account:

• Does the story educate the audience about the social cause and how it affects them?
• Does it highlight ways to contribute to stop the issues related to the social cause?
• Does it provide a way for target consumers to contribute and help eliminate the problem if it already exists?

But that’s not all, they must grab their attention and draw them in and this can be accomplished by developing messages based on the following:

• Achievements, Announcements and Celebrations
• Historical Stories
• Profiles
• Research Findings
• Programs/Events
• Future Initiatives and how to Get Involved

Regularly weaving a series of stories into the brand’s communications not only illuminates the social cause but can keep the target audience actively engaged. These stories can not only be told through social media, but through events where the audience can actually experience the message. The engagement yields great benefits for the corporate entity and the brand.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message. Millennials see it as important to support corporations and brands who support their community. They see their dollar as a vote.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Published in Blog
Thursday, 10 May 2018 01:31

Cause Marketing: Caring and Creating

Cause Marketing: Caring and Creating

Posted by Allan Vargas

web team Allan
4DV Marketing
Posted by Eric A. Becher, Ph.D. Director – Cause Marketing Initiatives

Simply defined, cause marketing occurs when a for profit company partners with a nonprofit charity or social cause for the benefit of both. Charities seeking a bigger audience or social causes needing a bigger platform to share their vision often do not possess the staff or the tools to create an effective Cause Marketing plan – one that can create social awareness while increasing brand awareness and ultimately sales for the for the sponsor company.

The statistics for these types of relationships are astonishing:

• Cause sponsorship is predicted to reach $2.14 billion in 2018 (ESP Sponsorship Report).

• Cause Marketing is good for business considering that 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue (2017 Cone Communications CSR Study).

• 33% of consumers are now choosing to buy from brands they believe are doing social or environmental good (Unilever Consumer Study).

• Gen Z consumers see their wallets as the primary way to get engaged in social cause efforts with 90% saying they would buy a product with a social or environmental benefit (2017 Cone Gen Z CSR Study: How to Speak Z).

The first major example of cause marketing occurred in the 1980’s between American Express and the Restoration Fund created to refurbish the Statue of Liberty. The launch of a new marketing campaign coinciding with the cause marketing efforts created amazing results. Credit card applications grew by 45% over the previous year and the Restoration Fund raised more than $1.7 million for the project. Since then, countless nonprofit organizations and companies have partnered to make a difference by working together. Businesses have extended their brand and are seen as a caring contributor in their communities while nonprofits have increased reach and sustainability.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right nonprofit at the right time with the right message.
If you would like to discuss further, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Published in Blog

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