Connecting Cause Marketing with Brand Mission for Good
Elisabeth Anne Boniface
October 16, 2019
Consumers are looking for a cause. Sixty-four percent of consumers said that they would boycott, switch or avoid brands based on their public stances on social issues, and two-thirds of millennials and Gen Z expressed a preference for brands with a socially conscious point of view. IEG reported an average three times increase in spending on cause marketing since 2000, exceeding 2 billion by 2018. Retail brands are heeding the call to stand for something, channeling social responsibility into their growth marketing and customer acquisition strategies. This can take many different forms ranging from an entire company shift in business practices to align
