Background: The criticism towards the marketing communication tool of Cause Related Marketing (CM), particularly the tactical CM approach is increasing, due to growing concerns about motives of marketing activities regarding their ethicality. In addition, consumers, in particular millennials have an increasing demand for the ‘doing good’ of companies. Due to ethical issues and controversies about tactical CM, it is crucial to provide an understanding on the consumers’ perception and attitude towards the marketing tool.

Purpose: The purpose of this research study is to investigate the consumer’s attitudes towards ethicality of the tactical approach of CM.

Method: To attain this purpose the data is gathered by an exploratory, quality research including an abductive approach, providing in-depth information on the millennials’ attitude and perception. Whereas the secondary data provides the foundation of the theoretical background on CM, marketing ethics, consumer behaviour and millennials, the primary data is gathered by conducting focus groups.

Conclusion: The results indicate that millennials are very sceptical towards CM and marketing activities in general. However, a positive attitude towards CM can be concluded because the millennials reveal their acknowledgment and appreciation for companies demonstrating contribution to societal and environmental issues. However, as ethical issues arise within the company’s activities, CM is perceived as rather unethical. Therefore, there is a demand for companies to be more responsible especially in regard to the ethicality of supply chain. Furthermore, the results show the millennials’ demand for ethical values within companies and their marketing such as honesty, transparency, fairness, commitment and responsibility.