An Investment in Cause Marketing is an Investment in Your Brand

Cause marketing is more than an industry buzzword—it’s a smart long-term strategy for brands looking to meaningfully engage consumers. Why? Because today’s buyers are paying close attention to the social impact of the businesses they support. In fact, according to the 2019 Porter Novelli/Cone Purpose Biometrics Study, “Nearly nine-in-10 consumers (86%) say they’re likely to purchase from purpose-driven companies.” Where to start? What does this mean for your company’s initiatives? For starters, figure out what really matters to your company—and what will matter to your community. It isn’t enough to pay lip-service; savvy consumers do their homework and look for genuine support of issues that align with their own values. This means that to execute cause marketing successfully, you’ll want to choose a cause that’s related in some way to your industry. For example, a fitness center might align their cause marketing efforts around building playgrounds for kids or helping […]

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