Generational Insights into Cause Marketing: Understanding the Perspectives of Generation Z and Millennials

This paper aims to analyze the generational differences in response to a cause-related marketing (CRM) campaign implemented by a prominent food sector company in Ecuador. Specifically, it examines how Generation Z and Millennials perceive and engage with a CRM initiative aimed at combating child malnutrition. This study investigates whether these generational cohorts exhibit variations in their engagement levels, perceived relevance, and behavioral intentions toward the CRM campaign. The research employs a quantitative approach, utilizing survey data collected from 826 participants across four cities in two regions of Ecuador. Descriptive statistical methods were used to identify central tendencies and variability, while the Mann-Whitney U test was applied to assess significant differences between Generation Z and Millennials. The findings reveal distinct generational differences in response to the CRM campaign. Millennials demonstrated a higher propensity to perceive the cause as important and impactful, showing greater engagement and willingness to support the initiative compared to Generation Z. These differences underscore the importance of tailoring CRM strategies to address the specific preferences and motivations of different generational groups. The evidence suggests that effective CRM can enhance social impact and brand loyalty by resonating with the values and concerns of targeted consumer segments.