The market is changing, but advertising agencies are clinging to the past. Their models are built to sell more, generate demand, and feed consumerism.

However, when 91% of Millennials would switch brands to one associated with a cause and 73% of global Millennials are willing to pay extra for sustainable offerings, those old models don't work.

In the face of this shifting market, the old regime co-opts historic social causes or glosses over their mediocre product with a thin PR campaign. Or, they come out swinging with the mission, only to realize they forgot about the product. Or visa versa, and on and on.

You need new thinking for a new generation of brands.