Facebook, Twitter, Instagram, and YouTube are now the dominant communication channels for marketing buzz.
Lightning-fast Internet speeds, mobile technology, and international business have brought the world closer together than ever before. With this closeness comes an awareness of the global hardships that many ignored in the past.
As consumers become more aware of the inequality surrounding them, they seek to make differences. Cause marketing – the cooperative effort between a for-profit and a non-profit for their mutual benefit – gives people the opportunity and knowledge they need to help. Profit-generating, powerful global brands have the resources to raise awareness of nonprofit organizations, while also promoting their product.
The principles of cause marketing refer to aligning a brand with a cause to produce profitable and societal benefits for both parties. These mutual benefits can include the creation of social value, increased connection with the public, and the communication of shared value, as well as profit.