The Power of Cause Marketing: Strengthening Brands through Purpose

August 3, 2023
SponsorPulse Staff

Photo courtesy of Raphael Renter on Unsplash

Modern marketing practice has evolved to account for one major truth: Consumers are seeking more than just products and services from brands.

Nowadays? Consumers seek to align themselves with companies that share their values and actively contribute to social and environmental causes. This shift in preference has given rise to cause marketing, a strategic approach that combines business objectives with social responsibility.

What is Cause Marketing?

Cause marketing involves the mutually beneficial collaboration between for-profit businesses and nonprofit organizations. Brands support causes and social issues through various means, such as monetary donations, partnerships, and awareness campaigns. By associating their brand with a worthy cause, businesses aim to build a positive brand image, enhance customer loyalty, and drive social impact simultaneously.

In Action: Effective Cause Marketing

Ben & Jerrys: Scoops for Social Change

Ben & Jerry's, the iconic ice cream company, has successfully integrated cause marketing into its business model for decades. Revered for its unwavering commitment to social and environmental causes, the brand uses its ice cream as a platform for activism. Ben & Jerry's partners with organizations working on various issues, including climate justice. By actively promoting these causes, they attract socially conscious consumers who appreciate the brand's authentic and values-driven approach.

The benefits for Ben & Jerry's are twofold. Firstly, cause marketing helps differentiate their brand in a highly competitive market, attracting consumers who share their values. SponsorPulse data shows alignment between the causes that both consumers and Ben & Jerry’s support. In the climate space, 48% of consumers engage with recycling, 34% with global warming, 30% with reducing greenhouse gas emissions.

Secondly, the ice cream brands' cause-sponsorship initiatives empower it to build a deep emotional connection with its target audience, fostering brand loyalty and advocacy. By staying true to their mission, Ben & Jerry's has shown that purpose-driven marketing can lead to both profit and positive change.

Squarespace: Inclusivity at the Forefront

Squarespace, a leading website-building platform, has recently showcased the power of cause marketing through its support of the LGBTQ+ community with their Pride campaign. Squarespace partnered with prominent LGBTQ+ artists, activists, and entrepreneurs to celebrate Pride Month and amplify their voices. By providing a platform for these individuals to share their stories and accomplishments, Squarespace aligns its brand with the values of inclusivity, diversity, and empowerment.

Our insights show that consumers are passionate about inclusivity and the mental wellbeing of those in the LBGTQ+ community. In fact, 37% engage with Bell Let’s Talk, 35% with mental health support, and 34% with anti-bullying causes.

The benefits for Squarespace are significant. The Pride campaign not only boosts brand visibility but also reinforces the company's commitment to fostering an inclusive environment for all. By authentically embracing the LGBTQ+ community, Squarespace appeals to a broader audience while resonating deeply with the LGBTQ+ consumers who value brands that support their rights and celebrate their identities. Cause marketing, in this case, helps Squarespace build a positive brand image, strengthen customer loyalty, and contribute to social progress simultaneously.

Dawn: Saving Wildlife, One Bottle at a Time

Dawn Soap, a household name in dishwashing, has found a unique way to integrate cause marketing into its brand identity by supporting wildlife conservation. Through its "Dawn Helps Save Wildlife" initiative, the brand has partnered with organizations like International Bird Rescue and The Marine Mammal Center to provide funding and resources for wildlife rescue and rehabilitation efforts.

Cause marketing has proven to be a win-win for Dawn Soap. Animal welfare is a beloved cause to consumers, with 36% engaging with it. Furthermore, 33% of consumers engage with causes dedicated to preserving the environment and endangered species. By associating with wildlife conservation, Dawn enhances its environmental credentials, resonating with environmentally conscious consumers.

Additionally, this initiative provides Dawn Soap with compelling storytelling opportunities, highlighting the tangible impact their consumers can make by choosing their product. By emphasizing the brand's commitment to sustainability and wildlife preservation, Dawn Soap builds trust and loyalty among its target audience.