Cause-related marketing used to be an additive to the campaign, a nice to have, a feel-good. Things have changed since that innocent once upon a time. Today, advocacy for any number of social causes while pitching a product or service is fast becoming the norm.
Let’s take a quick look.
Samual Adams Says: Get Vaccinated
Levi’s Says: Reduce Consumption
Samsung Says: Widen Your Gender Lens
Okay cool, but what do you want to do?
The brands above believe strongly that you want the same things that they want. Namely, a fairer, more sustainable, and healthier world. Why do brands want a fairer, more sustainable, and healthier world? Because whatever is good for the customer is also good for the brand and the economy. When we hate one another, shoot one another in malls (and everywhere else), constantly talk smack on social and in real life, avoid science, and generally behave like violent idiots, millions of people hide their money away. To spend freely, a shopper needs optimism or total delusion.
Brands are pushing optimism, generosity, and acceptance. Brands are helping to move us forward while they pursue their own profit-making agendas.
Works for me. Does it work for you?