 Cause-related marketing is a powerful marketing tool that business and nonprofit organizations are increasingly leveraging.According to the Cone Millennial Cause Study in 2006, 89% of Americans (aged 13 to 25) would switch from one brand to another brand of a comparable product (and price) if the latter brand was associated with "good cause".The same study also indicated that a significant percentage surveyed would prefer to work for a company that was considered socially responsible.