Cause Marketing

This category is about cause marketing, meaning marketing involving cooperation between a “for profit” business and a non-profit organization for mutual benefit. It generally refers to marketing efforts for social and other charitable causes, however in this category cases are related to sustainability, CSR and green organizations.

3p Weekend: 12 Celebrities Who Use Their Fame for Good

In between the vapid pages of those trashy magazines are a few celebrities who are using their fame for good. This week, we're…

How to Tell Stories That Enhance Your Brand

If you are a corporate responsibility communicator, “you are your CFO’s best friend. Because 30 percent of a company’s stock value is intangible;…

Win Customers With Consumer-Hero Branding

Selling more places the company in the role of the hero. It is a hero for getting the customer to eat more, spend…

It’s Time to Kill Cause Marketing

Traditional cause marketing has lost its meaning and relevance. It’s time for a new approach from purpose-driven companies that weave cause — not…

Cause Marketing: The Success of Michelle Obama’s Drink Up Campaign

Does cause marketing actually work? New data shows Michelle Obama's Drink Up Campaign is encouraging Americans to drink more water. Although some have…

Hong Kong Fights Litter with High-Tech Public Shaming

Community activist group Hong Kong Cleanup recently launched an innovative campaign that fights litter with high-tech public shaming.

These Social Impact Ads Will Make You Smile

Studies show that millennials want to buy from companies that are interested in more than profit. They want to support brands that care.…

Whirlpool and Habitat for Humanity Partnership: True Corporate Giving

What began with appliance donations has become one of Whirlpool’s most successful corporate social responsibility programs. It is hard to argue with the…

Uber Can’t Buy Me Love

Uber takes the robber-baron approach to reputation, but trying to fix bad rep with a charitable donation is so 19th century.

3p Weekend: The Best (Cause Marketing) Super Bowl Ads of All Time

before we turn on our TVs this Sunday, let's take a moment to recognize companies that used their million-dollar ad spots for something…

Why Stella Artois Wants You to “Buy a Lady a Drink”

Stella Artois “Buy a Lady a Drink” campaign opened last week at the Sundance Film Festival in Utah in a partnership with Water.org.

Report: How Organizations Can Turn Slacktivism into Clicktivism

The stereotype of a slacktivist may have to change, according to the "2014 Cone Communications Digital Activism Study” that examines the ways technology…

Getting a Little Good Out of Everyday Choices

As it turns out, the opportunity to goose a little good out of people is everywhere.

Canadian Companies and Charities Discuss the Future of Cause Marketing

Not that long ago cause marketing – leveraging a brand to encourage consumer participation in a cause effort – was the practice of…

The Quick & Dirty: Snake Oil Sellers

Let's go back to the beginning of almost every company that exists today: You can find a clear social mission at the heart…