According to Edelman, one out of two customers is belief-driven buyers.
This piece recommends brands should engage in cause marketing campaigns to acquire new customers and retain the old ones. Marketers should pick a cause like animal welfare or disaster relief, but it should not be too polarising or political for their customers’ tastes.
Businesses should encourage their employees to volunteer with their time or get directly involved in to support the cause. Brands should regularly communicate with their employees about the cause and help them communicate, to get them invested in the project.
The author suggests that companies should act beyond simply providing financial aid to a charitable cause and fully participate in that. But they should focus on the cause and not just on the campaign.
[10 minute read]