Cause marketing is what happens when a for-profit business collaborates with a non-profit organization in a way that both can benefit. In fact, it is more common for companies to work for a social cause. Cause marketing is the primary source of marketing revenue for some well-known companies like TOMS, whose one-for-one policy provides a free pair of shoes to a child in need for every pair purchased by a consumer; or Tieks, whose high-end ballet shoe promotes a foundation that empowers women entrepreneurs around the world in an effort to fight poverty. But what does this mean for you?
6 reasons why cause marketing is different | SEJ Customers are aware of these efforts and many ask how a company will give back before making a purchase. If your business doesn't have a good answer to this question, you may be missing remove background from image out on a great marketing opportunity, a loyal customer base, and of course, an opportunity to help an organization that matters to you (and, ideally, will match to your customers). Advertising Continue reading below Consider some of the reasons marketing is different from your traditional marketing below: 1. It benefits the business (products) and the cause 6 reasons why cause marketing is different |
SEJ It's essentially the "meat" behind cause marketing. It should be a mutually beneficial relationship for the company and the cause or organization. For example, Starbucks has partnered with Conservation International (CI) to help farmers conduct more sustainable farming operations. This obviously helped CI as they were able to find a way to produce coffee that was “sustainable, transparent and good for people and the planet”. Additionally, this effort has also helped Starbucks, as they can now boast of being the largest coffee retailer to use 99% ethically sourced coffee, which has helped them significantly increase the popularity of their business. . The causes are linked and it works for them (more on that later).