Cause Marketing

Cause marketing is a marketing strategy that involves promoting social impact by aligning a company's brand purpose with a social or environmental cause. This approach to marketing has become increasingly popular in recent years, as consumers demand more from the brands they support.

Through cause marketing, companies can contribute to social causes while also enhancing their public image and improving their bottom line. This post will explore the concept of cause marketing and answer some of the most frequently asked questions about this strategy.

What is Cause Marketing?

Cause marketing is a type of marketing that aims to promote social impact by partnering with a non-profit organization or supporting a social or environmental cause. It is often used as part of a company's corporate social responsibility (CSR) efforts, which are designed to give back to society and create positive change.

How Does Cause Marketing Work?

Cause marketing works by using a company's brand purpose to align with a social or environmental cause. This alignment can take many forms, including donating a portion of sales to a non-profit organization, sponsoring an event or campaign, or creating a product that supports a specific issue.

By associating themselves with a particular cause, companies can improve their public image and build brand loyalty among consumers who share the same values. This can lead to increased customer engagement and ultimately drive sales.

What are the Benefits of Cause Marketing?

There are several benefits of cause marketing for both companies and consumers. For companies, cause marketing can:

  • Enhance their public image and reputation
  • Increase customer engagement and loyalty
  • Improve employee morale and job satisfaction
  • Drive sales and revenue growth

For consumers, cause marketing can:

  • Increase awareness about important social or environmental issues
  • Empower individuals to make positive change through their purchasing decisions
  • Create a sense of community among like-minded individuals

How Does Cause Marketing Impact Consumer Behavior?

Cause marketing can have a significant impact on consumer behavior. Studies have shown that consumers are more likely to support a brand that aligns with their values and supports social or environmental causes.

Moreover, cause marketing can influence the purchasing decisions of consumers who are undecided about which brand to choose. By associating themselves with a particular cause, companies can differentiate themselves from their competitors and create a unique selling proposition that resonates with consumers.

How is Cause Marketing Related to Public Relations?

Cause marketing is closely related to public relations (PR) because it involves promoting a company's image and reputation through positive social impact. By partnering with a non-profit organization or supporting a social cause, companies can generate positive publicity and improve their relationship with key stakeholders.

Moreover, cause marketing can help companies address negative publicity or reputation issues by demonstrating their commitment to social responsibility and creating a positive narrative around their brand.

What are Some Examples of Successful Cause Marketing Campaigns?

There are many examples of successful cause marketing campaigns, including:

  • Patagonia's "Worn Wear" campaign, which encourages customers to repair and reuse their clothing rather than buying new items
  • TOMS' "One for One" campaign, which donates a pair of shoes to a child in need for every pair purchased
  • Dove's "Real Beauty" campaign, which promotes body positivity and self-esteem among women

These campaigns have been successful because they align with the values of their target audience and create a sense of purpose around their brand.


Cause marketing is an effective strategy for promoting social impact while also enhancing a company's public image and driving sales growth. By aligning themselves with a particular cause or non-profit organization, companies can differentiate themselves from their competitors and build deeper relationships with consumers who share the same values.


  • Cone Communications/Ebiquity Global CSR Study (2017)
  • "Good is the New Cool" by Afdhel Aziz and Bobby Jones (2016)
  • "Cause Marketing for Nonprofits" by Jocelyne Daw and Carol Cone (2010)
  • "The CSR Effect: Social Media Strategies to Engage Consumers and Drive Sustainability Leadership" by David Connor and Ana Neves (2019)
  • "Marketing in the Participation Age" by Daina Middleton (2013)
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