Cause marketing is the practice of using your business or platform to make the world a better place. It’s a form of marketing that can be done on a local, national, or global level. Essentially, a company that engages in cause marketing is either giving charitably when customers make a purchase, building their brand story to support ongoing charitable giving, or both.
We’ve all been acquainted with cause marketing through our favorite brands–likely for most of our lives. Most often, cause marketing manifests itself as the financial support of a nonprofit foundation or charitable organization that focuses on championing a specific cause. It’s not unusual to see large corporations and household-name brands contributing a portion of their proceeds to specific causes or nonprofit organizations, sometimes on a regular basis and sometimes during temporary seasons.
Cause marketing fuels a company’s level of corporate social responsibility and helps to build credibility with consumers who want to know the companies they support are doing good in the world. According to a 2020 study conducted by Zeno, consumers are more likely to both purchase from and champion a company that they feel supports a good cause–by as much as four to six times! Cause marketing also cultivates higher trust in the brand. Shoppers who trust your brand will also be more likely to recommend it to people they know.
Wondering if cause marketing would work for your business? Read on to learn more.