Marketing with a cause may be better than generic marketing, according to a new study from Cone and Duke University's Fuqua School of Business.

According to the study, cause-related campaigns can increase sales in the consumer goods category by as much as 74 percent.

"One thing we know for sure -- consumers are paying more attention to cause messages, and as a result are more likely to purchase," said Gavan Fitzsimons, Duke marketing professor and lead researcher on the study. "This is clearly great news for brand managers, as every percentage increase can translate to millions of dollars in revenue."

While the study didn't identify any particular cause, many marketers are already leveraging cause-based marketing, specifically when it comes to "greening" their brand as part of an overall eco-friendly strategy.