Dive Brief:

• WPP's Young & Rubicon Group has opened a new practice focused on cause marketing called Young & Rubicon Group Inspire. 
• Inspire has been in the works for three years and is aimed at the millennial generation who seem to be particularly concerned with a brand's practices. 
• Other firms on board with the focus on cause marketing include Havas PR's Worldwide Climate Practice and Publicis Groupe's recent acquisition of Salterbaxter, a consulting firm focused on sustainability. 

Dive Insight: 

Certainly, people are interested in the integrity of brands and it has an influence on purchasing. The danger, of course, with cause marketing is that jumping on board with a cause to gain attention can sometimes be painfully transparent. Building marketing agencies focused on cause marketing could combat this problem by pulling from expertise, but it could also exasperate it by creating a new product for agencies to sell.