Brands all over the world are taking notice of just how important it is to incorporate purpose in their organizations.

It not only allows them to make a measurable impact in their community, but also generate growth through engagement and awareness.
This means that cause marketing has become a necessity, and not just an added bonus. But what exactly is cause marketing?
Cause marketing encompasses a wide variety of mutually beneficial marketing partnerships that align a brand with a cause to generate both business and societal benefits.
This can take many different shapes and forms with creative businesses continuing to push the limits of what is possible, leading the way for others and evolving the current definition of what it means to be involved in cause marketing.
There are several reasons why brands are choosing to go this way.
Consumers are constantly bombarded with brands and their messages. Whether it’s on social media or television – getting your target audience’s attention is no easy task in the hyper-connected world we live in. Consumers are looking for organizations who communicate authentic brand stories and support important causes.

The numbers prove it.

According to a recent study, 90 per cent of consumers said they are likely to switch brands to one associated with a good cause and 80 per cent would tell friends and family about a company’s corporate social responsibility.

Another recent study by Edelman found that 80 percent of global consumers think that businesses must play a role in addressing societal issues. It’s become less a question of should corporations be a part of cause marketing, but rather how do corporations get involved.

The key in getting involved is authenticity, and finding the right match. This means finding the right alignment and being upfront about what your brand’s relationship is to that cause.

One of the first examples from the 80s is American Express and preservation of the Statue of Liberty, or the more recent example of glasses company Warby Parker’s buy a pair, give a pair program.

Of course there have been plenty of examples of missteps in this area, and consumers are always quick to point it out. The  Pepsi commercial with Kylie Jenner is probably the most well known example of this.
The ad was criticized for trivializing demonstrations aimed at tackling social justice causes such as Black Lives Matter. Pepsi quickly pulled the ad and issued an apology.
Cause marketing is here to stay. It has changed the social fabric and empowered consumers to be able to contribute to critical global problems. When everything comes together – profound and important changes can happen.

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