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How “cause marketing” can help your business

“Cause marketing” is more than just the latest marketing trend. Find out how doing good could help change your business, inside and out.

3 minute read

Recently 129 of America’s most powerful business leaders committed to shifting their focus from shareholder profits, to the needs of their customers, suppliers, and local communities. Why did they do that? And why are more businesses around the world joining causes every day?

We spoke with Lisa Divett, Head of Brand Strategy and Communications at Colenso BBDO, and the lead strategist for BNZ – to find out more about cause marketing.

What is cause marketing?

At its simplest, cause marketing is when a brand or business publicly aligns itself with a cause – such as protecting our oceans, or supporting mental health – with the ultimate goal of benefiting both parties.

But as Lisa explains, the most successful examples of cause marketing go a step further. “It’s when businesses ask themselves - how do we protect the society we live in? How do we make it a better place? That’s the very base of cause marketing.”

While most businesses donate to charity, or engage in some level of corporate philanthropy, cause marketing runs much deeper. Lisa describes it as businesses creating action and driving change, through a genuine and lasting connection to a cause.

Effective cause marketing is rooted in authenticity

Today, customers expect businesses to operate on a new level of transparency, truthfulness, and honesty. And social media has made it easier than ever to catch out those who aren’t up to the task.

Being genuine about your efforts is critical to effective cause marketing. “If you’re not being authentic, eventually your customers will find out, and they’ll be left feeling completely duped.”

“If you’re not doing it for the right reasons, it’ll most likely backfire.”

Make sure your brand and your chosen cause are aligned, inside and out.

It’s important that the cause’s values are reflected in every element of your business – both externally, and internally. “For instance, you can’t support WWF on the one hand, but at the same time use palm oil in your products,” Lisa says.

How to choose the right cause for your business

For small business-owners, Lisa suggests finding something that you’re genuinely passionate about, so you’re more likely to build the momentum you need to follow through. “Start with who you are,” says Lisa. “What makes you unique? How can you make the world better? Find something that feels like a comfortable and natural part of your identity and start there.”

For larger businesses and brands, Lisa recommends taking a good hard look at your brand’s DNA and overarching purpose, and then seeking out a cause that shares your business’ core values.

Cause marketing is built on strong partnerships

Because cause marketing is about working together to drive change, forming a strong partnership with your chosen organisation is crucial. For Lisa, that comes down to three things.

“First, make sure your foundations are built on trust,” she says.  “Then make sure your personal values and the organisation’s values are aligned. And lastly – always be open, be collaborative, and aim to build a personal relationship.”

Cause marketing can be good for the world, and for your business

The idea of conscious consumption is becoming a key part of the consumer landscape. That means businesses that genuinely do their part will reap the rewards of a loyal customer base, a compelling brand story, and the biggest reward of all; creating positive change.

“This is your business’ chance to gain a sense of purpose that goes beyond just making profits,” says Lisa. “And that’s a pretty good place to be.”

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This material is for general information purposes only and does not constitute, and is not intended as, personalised financial advice or as a replacement for legal advice. BNZ strongly recommends you seek advice specific to your personal financial or legal situation from a qualified adviser. The views expressed in this material are those of the individuals and do not purport to represent the views or policies of BNZ. Neither BNZ nor any person involved in the material accepts any liability for any direct or indirect loss or damage arising out of the use of, or reliance on, all or any part of the content.