The Evolution of Cause Marketing
1.
2.
3.
1980’s
1990’s – 2000’s
The Next Generation
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The Evolution of Cause Marketing
1.
2.
3.
1980’s
1990’s – 2000’s
The Next Generation
PASSIVE ENGAGEMENT &
GENERAL FEEL GOOD GIVING
ACTIVE ENGAGEMENT &
CAMPAIGN INTERACTION
PERSONAL COMMITMENT
TO SOCIAL CONTRACT
•
Brand selects causes
•
Cause Selects the Brand
•
Brand tells story
•
•
Low behavioral influence
Brand works hard to promote
causes with new cause styled
products in hopes customers will
purchase these products and make
an emotional connection to the
brand
•
Medium behavioral influence
•
Customer selects the causes they
are emotionally connected to
•
Merchant defines donation and
customers are empowered by their
everyday purchases
•
Free to customer, 100% passthrough, 100% accountable
•
Strong emotional & behavioral
influence
Local Merchants
Brand
Brand
Causes
Customers
Brand
Customers
Causes
Customers
Causes