A recent Advertising Age article titled How to Get the Social-Media Generation Behind Your Cause describes a generation of 20-somethings who support or denounce a cause by “hitting the ‘like’ button on Facebook or posting a hashtag on Twitter.” According the featured study, there are strategies for getting this target market behind your cause, but the article may leave you wondering “Why?”

Why should you focus your marketing efforts on the so-called Social-Media Generation, which according this article has little time and money to give for the businesses and causes they follow?

The first answer is your 10-year plan. If you plan to be around at least another 10 years, the math is simple. This generation will be entering their 30s, getting married, advancing in their careers and having children. Win their hearts through cause marketing now, and you are far more likely to earn this socially-conscious generation’s business in the future.

The second answer we’ll call “inter-generational marketing,” whereby you reach parents and grandparents through their Social-Media active adult kids. Research shows both Baby Boomers and Generation Xers crave close connections with younger generations, especially children and grandchildren. In other words, don’t underestimate the power of the “like” button. You never know who may take notice.

Have you thought about folding the Social-Media Generation into your marketing efforts? What do you think about the strategies suggested in the Advertising Age article? We’d love to hear your thoughts!