Abstract
Abstract: This paper examines advertising and marketing professionals' inclusion of concerns from the #MeToo Movement in their cause-related messaging. The paper provides a brief account of the #MeToo Movement in the context of a history of recent gender-based, cause-related marketing campaigns and their impact on consumers. It also features a quantitative study of the differences in familiarity with the #MeToo Movement between undergraduate men and women at two Southeastern universities in the United States. The study assesses the degree to which survey respondents consider that the #MeToo Movement has addressed social justice issues and their expectations about when and if advertisers should include concerns related to the #MeToo Movement in their work. The findings of this study are informative for how marketers present gender-based, cause-related advertising campaigns, particularly to the Generation Z cohort. An original data set of 436 individuals is used. In addition to discussion of the #MeToo Movement, the paper highlights advertising campaigns that have capitalized on social movements important to women.
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