How Can Cause Marketing Drive Change and Connection?
Cause marketing has become more important than ever in today’s world especially for businesses seeking to resonate with Gen Z as these consumers emerge as the largest consumer demographic with a spending power estimated to reach $12 trillion by 2040, according to NielsenIQ.
What is Cause Marketing?
Cause marketing involves a business supporting a charitable cause or social issue, creating mutual benefits for both the brand and the cause. By aligning their efforts with causes significant to their consumer base, businesses not only reflect their values but also strengthen their connections in the community.
Climate change, mental health, gender equality, animal welfare and more causes are central to consumers of all generations in today’s world. Brands or businesses can support causes in a variety of ways unique to them, including donating a percentage from each sale, developing an employee community relations program to encourage volunteerism, sponsoring or partnering for a fundraiser or other event, creating a specific product in line with a cause, and much more. There are so many unique ways to give back for a business to explore.
There are also a range of goals for a business to explore when jumping into cause marketing and the success of cause related efforts can be measured in numerous ways. If your business goals are to gain more earned media coverage, increase your social media metrics or rather to increase your engagement internally, you can do this while also making positive change in the community that creates a lasting impression.
Where Can I Learn More About Cause Marketing?
If you want to explore the power that supporting causes can have on organizations of all sizes, tune in to a recent episode of the PRGN Presents Podcast as HMA’s Abbie Fink talks the strategy, process and more behind cause marketing with our Public Relations Global Network partner, Lauren Reed of REED Public Relations in Nashville.
Also, discover the benefits of giving back through cause marketing and community relations efforts that make an impactful change. Contact HMA today for assistance!
