Many brands have incorporated social responsibility into their marketing, and this approach is known to influence at least a portion of Millennials. In most cases (Tom’s Shoes being an exception), customers are required to DO something — like recycle their old sweats — to contribute. With what RetailHitsandMisses blogger, Judy Hopelain, calls ‘Millennial perfect pitch’, EBAY announced today the launch of a new shopping site, WorldofGood.com, that makes doing good as painless as shopping online. With the tagline, “Where Your Shopping Shapes the World”, this new site makes it easy to support whatever cause you like! Want to buy products that are made of eco-friendly materials, support local community services, preserve native plans and native traditions, adhere to fair trade practices, conserve energy and do not harm animals in production? You can find them here. Want to join a community that shares your passion for a cause? EBAY uses its formidable community building skills to make it easy to do just that. There’s even a Facebook link and easy way to tell others about WorldofGood.

While WorldofGood will appeal to more than just Millennials, it indeed seems custom made for a generation that has money to spend and seeks to make a difference. Already this site has attracted hundreds of bloggers. We predict that word of mouth will move this site to the forefront of Gen Y’s consciousness very quickly.