Cause marketing, also called cause-related marketing, refers to two related, but slightly different forms of marketing.

The first involves a collaborative effort between a for-profit brand and a non-profit organization for mutual benefit. The term can also be used in a more general sense to refer to marketing by for-profit brands based around a social or charitable cause.

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So how should you approach cause marketing?

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Choose something you believe in – Cause marketing will work best if the cause is something that employees believe in.

If staff buy into the concept, they will work harder and feel passionate about helping. This collective energy will be reflected in the work you do.

Find a related cause – There are plenty of examples of seemingly random partnerships that have been very successful, but in general cause marketing will come across as more genuine if the cause is related in some way to the brand.

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In this era of information, people are a lot more knowledgeable about business practices that were once hidden. People care! 

80% of consumers believe that businesses must play a role in addressing societal issues.

In the age of the customer, brands must compete on more than price, this area is a glaring opportunity to help champion a cause and be a force for good.

In a global study, 91% of consumers said they were likely to switch to a brand that supports a good cause, given similar price and quality. 92% said they would buy a product with a social or environmental benefit given the opportunity, and 67% said they had done so in the past 12 months.

Cause marketing is not just about a profitable tomorrow it's an opportunity to make the world a better place.

Let Chameleon Marketing be your guide.