#SpiritDay Marketing with Purpose

The LGBT movement has attracted more attention in the last 10 years than at any other point in history. On June 26, 2015, gay marriage became legal in the U.S. and the conversation about bullying and suicide in the LGBT community has become more prominent than ever before. People are talking about these issues yet also want to put an end to them all together.
As a result, the Gay & Lesbian Alliance Against Defamation (GLAAD) created a“Spirit Day” that encourages people to wear purple in support for LGBT youth. This U.S. non-governmental media monitoring organization celebrated its fifth annual Spirit Day on Oct 15.

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Many influential companies joined the major event and made their support for Spirit Day known. YouTube, NBA, Target and The White House are just a few of the entities that went purple for the day or took to social media to show their support.

Spirit Day is a worthy cause that deserves this kind of attention, but it also offers companies a chance to appeal to Millennials in a big way. Pinpoint Research’s 2015 study of Millennials shows that 88 percent of this generation want to see brands effect real change in the world, and 79 percent either choose or boycott certain brands based on their allegiance to social issues.

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This shift in buying behavior has caused a shift in the way companies approach certain social issues. It’s known as “cause marketing” and is an excellent way to do good in the world and improve your image as a company.

What are some ways a company can increase approval from Millennials and support a worthy cause? Social media is one of the most effective ways. By using a popular hashtag related to the cause, adding an emotion-evoking photo, and starting a conversation with their audience, their reach and impact are enormous.

Social media is one of the simplest and best ways to engage in cause marketing, but the possibilities are endless. What are some of the other ways a company can attract attention as well as Millennials?

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