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As marketers, we have long championed cause marketing programs as an impactful way for brands and companies to get involved, but our programs can go further by evolving them from “nice-to-dos” to “must-dos.” Fundamentally, we should strive to create long-term, purpose-driven programs that allow brands and companies to do well while doing good.
Consumers, particularly millennials, are increasingly looking to businesses as a force for positive social impact, and when brands engage in social issues, they are more likely to earn their trust and loyalty.
This shift in perception and recognition of the role brands play is quite extraordinary, so how brands engage and why is more important than ever. The brand benefits of cause marketing are numerous. In addition to the fact that consumers have come to expect brands to be in partnership with a non-profit organisation, cause marketing is good for your brand in many ways:
Cause marketing has become an essential part of building brand recognition, but it’s important to ensure that your strategy is effective. When choosing a cause, take a long-term view, and consider ways that the cause can be a part of everything your brand does.
Your cause marketing campaign should be viewed as an integral part of your overall marketing strategy and should include a dedicated marketing campaign aimed at a specific target audience. As part of your cause marketing strategy, identify internal brand ambassadors who can motivate employees. When done right, cause marketing can be a great way to build brand awareness and stay competitive.