Why do Brands Need to Invest in Cause Marketing?


Jul 27, 2023 • 7 min read

invest In Cause Marketing Strategies

In this era of heightened social consciousness and conscious consumerism, cause marketing, also known as cause-related marketing, has proven to be more than just a buzzword. Contemporary brands start elevates this marketing strategy increase their bottom line as well as fostering customer loyalty.

If your brand hasn’t embraced this marketing strategy yet, let’s take a look at why do you need to invest in this strategy.

Interesting Cause Marketing Statistics to Look At

Before we talk about the real reason why brands across industries need to start elevating cause marketing, let’s take a look at interesting statistics about it!

  • 91% of consumers are more likely to buy from a company that supports social or environmental issues. (Cone Communications)
  • 28% of consumers will publicly praise a company when their personal beliefs align with what brands are saying. (Sprout Social)
  • 71% of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause. (Consulting firm DoSomething Strategic)
  • 87% of consumers will buy a product because the company they’re supporting cares about a cause that’s relevant to them. (IEG)
  • 78% of consumers think it’s crucial that brands do more than just make money. They should also have a positive impact on society. (Porter Novelli/Cone Purpose Biometrics Study)
  • 71% of millennials said they would happily pay more for a product if some of the proceeds go to charity. (5WPR 2020 Consumer Culture Report)

Why Cause Marketing is on the Rise?

While cause marketing has been steadily growing over the past few years, the pandemic accelerated it to unprecedented levels. Brands suddenly had to show understanding and care for their customers, many of whom were struggling with family deaths and job losses.

And, brands that were able to show compassion in their marketing campaigns managed to secure the loyalty of consumers in a truly turbulent time.

1. Consumers seek out brands with the same values

When consumers witness a company actively supporting causes they care about, it solidifies the brand's authenticity and commitment to making a positive impact.

As a result, consumers are more likely to engage with and support brands that demonstrate social responsibility, creating a mutually beneficial relationship between the brand and its conscientious customer base.

2. Consumers expect brands to act more responsible

Modern consumers have elevated their expectations of brands, urging them to take on a more responsible and purpose-driven approach.

Today's conscious consumers are no longer solely focused on products or services; they demand accountability and genuine efforts from brands to address social and environmental issues.

3. Consumers put purpose above product satisfaction

Today’ consumers prioritize purpose and impact over mere product satisfaction. They seek more than just functional products; they yearn for brands that align with their values and make a meaningful difference in the world.

4. Consumers are quick to drop brands they don’t trust

Today's consumers are swift to distance themselves from brands they perceive as untrustworthy or insincere.

With access to vast information and social media, any breach of trust or perceived lack of authenticity can lead to a swift downfall in brand loyalty.

5. Consumers are more likely to purchase from brands that take a social stand

Today's consumers are increasingly inclined to support and purchase from brands that actively advocate for social causes.

When brands align with issues that resonate with their target audience, they create a compelling emotional connection. This connection fuels consumer trust and loyalty, leading to increased purchase intent.

The Long-Term Benefits of Cause-Related Marketing

Cause-related marketing offers a multitude of long-term benefits for businesses, extending beyond immediate financial gains.

By aligning with social or environmental causes, companies can cultivate a positive brand image, enhance customer loyalty, and foster employee engagement, all while making a lasting impact on society.

1. Building a strong brand reputation

Cause-related marketing provides an avenue for companies to differentiate themselves in a crowded marketplace. By actively supporting and promoting a cause, businesses can build a reputation as socially responsible and purpose-driven organizations.

According to a study, 87% of consumers are more likely to trust and be loyal to companies that support social or environmental issues.

Real-life example from global brands:

The Body Shop's commitment to cruelty-free and ethically sourced beauty products has been central to their brand identity.

By advocating against animal testing and promoting fair trade, they have built a reputation as a socially conscious brand, earning the trust and loyalty of customers who align with these values.

2. Increasing customer loyalty and engagement

Cause-related marketing initiatives create emotional connections with customers. When consumers perceive that a company genuinely cares about a cause, they are more likely to develop a sense of loyalty and engage with the brand.

Studies have shown that customers who identify with a brand's purpose are more likely to make repeat purchases and recommend the brand to others.

Real-life example from global brands:

TOMS' "One for One" campaign not only provided shoes to those in need but also allowed customers to be part of the impact.

By purchasing TOMS shoes, customers felt they were contributing to a meaningful cause, resulting in increased brand loyalty and advocacy.

3. Enhancing employee engagement and morale

Cause-related marketing can significantly impact employee morale and engagement.

When employees see their company actively working towards a greater purpose, it fosters a sense of pride and satisfaction in their work. It can also attract and retain top talent, as job seekers increasingly seek organizations aligned with their values.

Real-life example from global brands:

Through their 1-1-1 model, Salesforce donates 1% of their product, equity, and employee time to charitable causes.

This approach has not only positively impacted society but also played a significant role in attracting and motivating top talent.

Wrap up; Cause Marketing isn't Just Another Strategy!

The main takeaway from these statistics is that cause marketing isn’t a performative strategy that aims to attract new customers without substance.

Instead, it’s an integral part of who your brand is and what you stand for. When you’re able to voice your beliefs and values, you’ll start to make an impact and connect with customers that truly align with your mission.

Will you take cause marketing as part of your overall business strategy?



Content marketing specialist