It’s no question that the world faces many challenges, from poverty to disease to every issue in between. More and more, consumers are wanting businesses to take a stand on these issues and advocate for change. Businesses can utilize cause marketing to do well and do good, making an impact on the world and gaining lasting benefits in return.
Many consumers care about what businesses stand for as it relates to their purchasing decisions, and the importance of corporate social responsibility has increased over the years. A study revealed that 78% of consumers want companies to address important social-justice issues, while 87% of consumers said they would purchase a company’s product if the company supported an issue that was important to them. Millennials and Generation Z, in particular, are more willing to trust brands that seek to make a positive social impact.
Here are three things to consider when choosing a cause for your business to support:
- Be authentic. While consumers want you to take a stand on issues, choosing the right cause is a make-it-or-break-it moment for successful cause marketing. Authenticity matters, so choose a cause relevant to your brand. A personal story or connection will strengthen that authentic bond and make it clear to consumers why they should trust you and support this cause as well. In addition, you’re more likely to garner support by sticking with one cause, rather than jumping from issue to issue with no clear purpose. Authenticity will help increase consumer trust and familiarity with your values.
- Set goals. Know what you want to achieve through your cause marketing. Is there a certain number of people you want to reach? A certain amount of money you want to raise? Have these goals in mind, and make them accessible to your customers to maintain transparency and deepen trust even further.
- Engage people. Cause marketing allows everyone, from CEO to customer, to be involved in making a difference. The right cause will align with your company’s values and mission statement, and excite company leadership — making them willing to devote time, resources and influence toward an issue. Employee engagement is also imperative to a successful cause-marketing campaign. Employees are often your brand’s top promoters and the people who interact with customers the most; so if a company’s employees are engaged and active in cause marketing, consumers are more likely to trust them and believe that they actually care about the issue at hand.
Cause marketing gives you a chance to give back to your community and increase audience engagement, trust and interest in your company. Cause marketing also allows you to stand out among competition and make consumers feel a personal connection to your company.
Whether it’s participating in a food drive, hosting a 5K race to raise awareness for an illness, or donating a portion of your sales to a cause or other charitable act, cause marketing shows your audience that you care.