Ever wonder why so much cause marketing ends up supporting children's causes, even when the sponsor's business has little to do with children? Part of the answer lies with a topic of psychology called generativity. People who score high on tests of generativity are much more generous donors to causes and charities than those who score low. Generativity means, “the concern in establishing and guiding the next generation,” according to an academic named Erik Erikson, who coined the term and gave it that definition in a 1963 paper. Knowing how people express their level of generativity could certainly help cause marketers better target their campaigns and audiences. Dan McAdams and Ed de St. Aubin theorized that cultural demand and inner desire are the two ultimate motivations behind generativity, promoting a conscious concern for the generations behind them. These motivations are supported by a belief in the goodness of the human species. Combined they generate a commitment to g...
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