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.

Ad Campaign Addresses Persistent Sexism in Google Searches

A new ad campaign reveals the dark side of the world's Google searches that points to pervasive discrimination against women.

Thai Mobile Carrier Advocates Unplugging

With 2 million views and climbing, this mobile communications company's YouTube video shows one of the best ways to build brand recognition. It…

Video Interview: One Percent for the Planet

Nick Aster talks to Terry Kellogg & Melody Badgett about 1% for the Planet - 1200+ companies globally giving at least 1% to…

Do the Tobacco and Beverage Industries Share the Same CSR Playbook?

New research warns that public health advocates must continue to monitor the CSR activities of soda companies and remind the public and policymakers…

Burt’s Bees Abuzz Over Colony Collapse Disorder

Burt's Bees' latest ad campaign draws attention to Colony Collapse Disorder with videos produced by Isabella Rossellini of bug porno fame.

Why the Intersection of Cause and Commerce is Not Black or White

People who mix business and pro-social goals are often portrayed as either opportunistic corporate "cause washers" cynically exploiting nonprofits, or visionary social entrepreneurs…

As Earth Month Winds Down, Honest Tea Recycles Old Facebook Posts

Last week Honest Tea launched a Facebook app that may just encourage you and your peers to recycle in a partnership with Recyclebank.

The Problem with the TOMS Shoes Charity Model

There are several big problems with TOMS model: by giving away shoes, it creates a dependency, and it disrupts local economies.

Top 10 Cause Marketing and Corporate Responsibility Trends of 2011

At Cone Communications, we spend the entire year tracking cause marketing and corporate responsibility (CR), and between shark fin soap and $3,500 sneakers…

Top 12 Predictions for Corporate Responsibility in 2012

13 key predictions for the corporate responsibility market in 2012.

How White Polar Bear Cans Upset Coca-Cola’s Cause Marketing Campaign

Oh, if only polar bears weren’t white. I guess that was one of the thoughts that went through the minds of Coca-Cola executives,…

The Holidays are Here, and So is Cause Marketing

Coca-Cola is using a cause marketing approach in its newest holiday campaign, Arctic Home, which will support the World Wildlife Fund’s (WWF) polar…

Cola-Cola Goes White to Help Protect Polar Bears’ Arctic Home

On November 1, those red cans of Coca-Cola will fade away. In a partnership with WWF, white cans will roll out to highlight…

Cause Marketing: What Came First, the Fan or the Page?

Cause marketing has boomed in the last five years. From high-profile companies like Pepsi to small non-profits, it’s almost impossible to update your…

Trick or Tag for UNICEF

Last week, UNICEF’s Kelli Peterson and Microsoft’s Robin Lanahan described their mobile tagging and cause marketing journey at PSFK’s San Francisco Conference.