The Benefits Of Cause Marketing?

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Benefits of Cause Marketing
Cause marketing is an evolving strategy and with strategic implementation, cause marketing or corporate social responsibility (CSR) can help brands differentiate themselves within the highly competitive marketplace. Cause marketing programs can also affect the purchase decisions of a customer and as a result, many fashion brands are now rethinking and integrating CSR and cause-related marketing programs within their business. For the fashion industry, issues such as environmental sustainability, child labor, and working conditions are often key focuses for brands. Subsequently, many brands such as Patagonia, has made an effort to make corporate social responsibility their business focus (Spivey, 2015). Not only
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Furthermore, of the 55% of global online consumers polled, half were millenials (2014). A similar study from MSLGROUP also shows that 80% of millennials want businesses to make an impact on social issues (2014). By 2018, earnings and spending power of millennials will soon exceed baby boomers and in order for brands to appeal to this generation, they need to focus on relevant topics that millennials find meaningful (2014). This large percentage is one of the reasons why brands are increasingly interested in the consumer behavior of millennials, but also suggests the importance of why brands should participate in social initiatives. Apart from the financial aspect, a brand’s social responsibility can assist towards the advancement of the society’s well-being. A well-developed cause marketing program will have the potential to empower and motivate employees, connect with consumers, …show more content…
With many brands participating in cause marketing programs, customers will become weary of the different initiatives and in order for brands to successfully attract their audience there needs to be a connection between the cause and the customers (Ogden, 2011). An example of a poor cause marketing campaign was luxury menswear designer label, Joseph Abboud, and retailer, Nordstrom’s, partnership back in 2010. The two companies partnered to donate a portion of proceeds to Doctors Without Borders during the period of time of Haiti’s earthquake. However, there was no transparency concerning what portion or how much was actually being sent to the charity. Along with the lack of transparency, the campaign only ran for a week. Taking a look at the designer’s price points, the company sells men suits for nearly $1,000 each which signifies the lack of emotional connection between the cause and the brand, especially since the campaign trigger was based on product sales. Campaigns like these unfortunately seem merely as if brands are attempting to write a check in exchange for goodwill and sales (Khalili, 2010). The result damages the brand’s reputation and thus can instead create more unwanted work

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