The consumer behavior has changed. People are awakening for different ways to connect to the world. The new generation of consumers, named with terms like Millenials, Indigo and Crystals, know exactly what they want and search for great causes rather than just products. In this scenario, brands can not fail to assume their role in society and Cause Related Marketing gains strength. The CRM is a partnership between businesses and organizations of civil society that uses the power of its brands for mutual benefit. This pressure has been so strong that even Coca-Cola, worldwide consolidated brand, accepted to change its secret formula to meet the desire for quality of life.