What is cause marketing?
Well, cause marketing is when a business or brand encourages and motivates others to buy products or use services in support of a good cause. Basically, customers or potential customers believe that they are doing something good for society by supporting a certain brand or product. So, the advertiser is encouraging the consumer to support a socially responsible movement while also generating revenue for their business.
Now, the concept of cause marketing is not new. In fact, there are several big brands that have been engaged in cause marketing for years. However, the technology behind it is becoming more accessible and cheaper, which is making it easier for businesses of all sizes to get involved.
The Rise In Conscious Branding
Conscious branding is when a business identifies with a good cause. This could mean that a company’s profits are donated to a charity, or they support a particular animal rights group. It could also mean that the company purchases green or ethically sourced goods or services, or it supports a local community. Essentially, a business chooses to contribute in a positive way to society and the planet because they believe in something greater than themselves.
We are currently in a unique moment in history, where more and more businesses are beginning to adopt this mindset. According to HubSpot Blogs research, 55% of business leaders are now confident that they can play a positive role in promoting social change and sustainability.
In fact, sustainability and social change are the two most searched-for topics on HubSpot Blogs. So, organizations that embrace these concepts tend to dominate the news and social media feeds. This, in turn, makes their consumers more open to hearing about their causes. As a result, the businesses that choose to get involved in cause marketing stand a good chance of gaining valuable support from consumers who believe that their purchase is supporting a good cause.
Why Should You Get Involved In Cause Marketing?
Well, let’s put it this way — you are currently reading an article about cause marketing on HubSpot Blogs, which means that you either:
- are highly interested in the subject matter of this article
- are not comfortable with your current level of knowledge in this area
- have a passion for learning
So, if you’re reading this, then we can assume that you’re either:
- a business owner who is considering getting involved in this type of marketing
- a marketer who is considering a new area of expertise
- an entrepreneur who wants to succeed in creating a business that is valuable and sustainable
- an individual who wants to make the world a better place
In any case, the main purpose of this article is to introduce you to the world of cause marketing, what it means, and why you should consider getting involved.
The Growth Of The “Support A Good Cause” Movement
To fully understand the growth of cause marketing, you have to go back to basics. Namely, people love to support causes that they believe in. And for the past few years, a trend has emerged where consumers have been choosing to support causes that correspond with their values. So, if you’re looking to get involved in cause marketing, you might want to consider focusing on organizations or movements that your customers or potential customers value and respect.
For example, if you’re a vegan business, then you could choose to align your brand to animal rights activism or you could choose to support veganism.
Although focusing on a cause is a good idea, it does require some research. And as a business owner, your main task is to choose a cause that you can support financially without having too much of an impact on your bottom line.
Financially Supporting A Good Cause
One of the most important things to consider when choosing to support a cause with your business is how important it is to you financially. Naturally, you want to choose a cause that you think is valuable and relevant to your target audience. So, if you choose to support veganism, you’ll want to consider whether your customers are already supporting veganism or whether this is a cause that your customers are likely to get behind. If you decide that this is a cause that your customers are likely to get behind, then great! But if you think that this is an area that your customers are more likely to drift away from, then perhaps you should choose an alternative cause.
It’s also important to consider how much you’ll be able to afford to actually contribute. If you have a limited budget, then you will have to consider cutting back on some of your other marketing initiatives. But, you shouldn’t underestimate the power of a good cause marketing campaign, especially if you choose an established and reputable cause. These types of brands usually have annual budgets that are hundreds of thousands, if not millions, of dollars.
Generating Word-of-Mouth Marketing
Another important aspect of cause marketing is leveraging the power of word-of-mouth marketing. Naturally, your customers are going to be talking about your cause, so it’s important to make sure that you’re listening and acting on what they have to say. This is where social media comes in handy. So, if you want to be successful in cause marketing, you should consider creating a strategy on how you’re going to use social media to listen and respond to your customers. There will always be someone who has something to say about your brand, whether good or bad. But by understanding and acting on these remarks, you can turn them into something positive.
Positive Effects Of Cause Marketing
Finally, there are several benefits to cause marketing. First, it is a great way to connect with your customers and potential customers. By getting involved in a good cause, you are essentially giving your customers a reason to connect with you. Second, by supporting a good cause, you are sending a signal to others that this is a business that they can trust and respect.
So, in summary, if you’re looking to get involved in cause marketing, then it’s a good idea to explore organizations that your customers and potential customers value and respect. This will make it much easier for you to find success in this area.