Organisations must carefully choose a relevant cause to promote.
This article states that since brands have the resources and power to “influence the world in incredible ways”, once a company finds a cause to support, they must “honestly” pursue it. The author notes that authenticity determines whether a company succeeds or fails at purpose-driven marketing.
Businesses must not try to appeal to everyone as different consumer segments have their own identities. The piece adds that cause marketing is effective only when a value-driven brand chooses a relevant cause to support.
Having a brand purpose also helps businesses build a relationship with consumers in a way that products and services alone cannot. Since aligning a brand’s values with a purpose that can be promoted can prove to be tricky, brands must carefully think about the causes they can associate with.
[3 minute read]