You know it as well as we do: Cause marketing has been shaking up the industry. 

From give-back campaigns to awareness initiatives, cause marketing has touched every sector—leaving no one unaware of the fact that it’s here to stay. 

As a savvy brand looking towards the future, you’re likely wondering: What trends should I be aware of in 2022 and beyond?

And we’re here to tell you. From the experts at Refuel, here are the top 3 cause marketing trends you need to be following. 

What is cause marketing?

First things first… what is cause marketing? We’re glad you asked, because we have an answer. 

Cause marketing is defined as the collaboration between a for-profit and a non-profit to educate people on the causes that need attention, what they’re all about, and the ways that they can help. 

Cause marketing is a powerful medium for consumer brands to serve as catalysts and critical platforms for broad public engagement and support for a cause or organization.

Today’s consumers have raised the bar, and are looking for brands to fill the gaps where other institutions may be failing. Cause marketing gives brands the opportunity to connect with their target audience through shared values and a dedication to the greater good.

And don’t take our word for it: the data is here to back it up. Consumers are willing to pay more for products that align with their values – for example, 64% of Gen Z consumers are willing to pay more for an eco-friendly product. 83% of Gen Z and Millennials say it’s important that company values match their own. And the list goes on. But let’s get to the trends.

Read next: 5 Examples of Brands That Got Cause Marketing Right

Trend #1: Young people are at the forefront.

It’s a tale as old as time: Young people drive change, and that’s just as true when it comes to cause marketing. 

Teens and college students in the US have set a new bar for what they expect from the brands they support. Young people are looking for alignment with their values, as they see their purchases as an extension of their identity. 

And especially after a pandemic, teens are hyper-aware of social issues. They are bucking fast fashion and fast food in favor of sustainability, accountability, and brands that are actively making a difference. 

Young people care—and so should you.

Read next: 5 Things Marketers Should Know About Teen Cause Marketing Campaigns

Trend #2: Authenticity is key.

The second cause marketing trend shaking things up in 2022 is authenticity—the demand for it, and the brands that are knocking it out of the park. 

Gone are the days where lip-service to corporate social responsibility and sustainability initiatives is enough. 

Consumers know better and are doing their due diligence when it comes to the brands they choose to support. 

So if cause marketing is your goal, authenticity is the road to get there. Because it matters, and your target audience is watching. 

Read next: Cause Marketing: What Brands Must Research Before Supporting a Charity

Trend #3: Consumers want to be involved

The causes your brand supports matter to consumers—because it aligns with their own personal values. 

So a key in cause marketing is allowing the opportunity for your consumers to be personally involved and share the ways they are supporting causes with you. 

This can take the form of cause-related social media campaigns with campaign hashtags so your audience can share the ways they’re involved. You can launch ongoing surveys to understand what your audience cares about and what they want to see from you. You can provide avenues for your audience to donate, volunteer, or further support the cause you’re backing. 

And the list goes on. The key is to encourage personal buy-in and ownership. 

Read next: 4 Tips for a Stand-Out Holiday Cause Marketing Campaign

Looking to get your cause marketing campaign off the ground in 2022? Look no further—Refuel is here to help. Contact us today for more information on our omnichannel campaign capabilities or to get started.