While supporting a social cause may help indeed generate incremental sales, consider it an important defensive maneuver. Taking the most relevant hill on the cause-marketing field (before your competitors do) will pay dividends among the largest generation in American history.

Smart marketers understand that Gen Y workers can provide value to companies by leveraging their social networks. They can also protect the corporate brand and help employers recruit top talent fairly easily because they're constantly connected.

The companies that show compassion and sensitivity will be the companies that Gen Y turns to for years to come.

Twitter's popularity is driven by the over-30 crowd. Where does that leave Gen Y marketers?