As marketers, we spend a lot of time and effort understanding Millennials and what makes them tick. We know what they listen to, and how they dress or style themselves. But do we know enough about which causes they support?
One trend that’s gaining traction in urban centers is something called place-making: the process of creating squares, plazas, parks, streets and waterways that attract people because they are pleasurable or interesting. As Millennials repopulate downtowns or move into run-down neighborhoods, many are beginning to transform the forgotten parks and plazas round them, and brands are beginning to see this as an opportunity to reach them.
Helping to revitalize the urban communities in which Millennials live is an effort they will not soon forget.