Marketing to Generation Y: Give it a Cause

Briefly mentioned in the previous post, cause-related marketing tends to work well with Generation Y. From the environment, pollution, politics, and cancer research to PETA, poverty, gay rights, freedom of speech, world hunger and AIDS prevention, Generation Y believes individuals can make a difference. Patiokings, a modern rhythm band, has commercials on MTV telling the story of converting their Chevrolet to run on used vegetable oil vs. gas when touring the nation. (Greasecar.com sells the conversion kits so they too, can turn their diesel into a "Vegetarian.") In 2000, a reported 10% of females aged 15-18, considered themselves Vegan, with only 1% of males aged 15-18.

PETA, People for the Ethical Treatment of Animals, has launched campaigns towards Gen Y promoting their cause at popular events such as the Warped Tour. In fact, Peta2.com is another version of their website, geared directly towards youth in which they can listen to interviews from The Used, Yellowcard, Good Charlotte, and other hit bands discussing PETA. PETA organizers claim to have reached over 3,500,000 youth through their tour campaigning.

Pictured on the homepage of MTV is "Join the Storm Corp" to spend your spring break helping with hurricane recovery. Other issues visitors can find information on include discrimination, education, the environment, global and sexual health.