Cause Marketing

Just as “the rich are different than us,” so too are teenagers. How so? In their hearts and souls they aspire to make the world a better place. A study conducted earlier this year for the Christian aid charity World Vision found 13-17 year-olds were more likely than adults to say that helping others is more important than ever (90%), more likely to wish they could help others (88%) and more likely to do something active to support good causes (71%). Notwithstanding the videos that appear on YouTube showing teens beating each other up at KFC or shooting each other at Taco Bell , like never before this aspirational desire to make the world a better place is baked into the zeitgeist of today’s teens. Here's a case study: In 2008 siblings Paige Cahue, Gage Cahue, and Tristan Garber… of Indianapolis… developed charms that fit through the eyelets of shoes. After a couple of months of prototyping they ordered a box of charms shaped like a pizza from a manufacturer and started selling th...