The Marketing Trend is... Cause Marketing!

What’s the cause your business stands behind?

This article is letter (T) of our “Discover Content" series where we write an article for each letter of the phrase. “Discover Content" uncovers how online content is discovered, circulated, and shared. Find links to more articles in the series below.

Cause marketing is making the world of 2019 a more socially, environmentally, and positive place to be. AND it’s good news for your business?

Cause marketing, or cause-related marketing, is a partnership between a for-profit and non-profit where both entities realize a benefit from working together.

But don’t confuse it with Corporate Social Responsibility which are business practices that involve participating in initiatives that benefit society.

Why Join A Cause?

Consumers today trust companies that want to positively impact the world and are not just here to take money. Take a look at these statistics.

78 percent of Americans believe companies should help make the world a better place, not just make money
77 percent feel more connected to companies that care about social and environmental issues
66 percent are willing to change their buying habits if it was a switch to a socially conscious company

Choosing A Cause

The causes that have the highest affinity with your company will make you come across as more knowledgeable and your actions carry more weight.

Which do you think makes more sense – a luxury dog bed business partnering with a cause against drunk drivers… or a cause that helps support shelter dogs?

Word Up:

The key to cause marketing is to choose something your company genuinely cares about and is willing to stand behind 100 percent. What cause is that for you?

sources: marketing-schools, slideshare, thebalancesmb, site-seeker, destmark