Cause Marketing: Building Stronger Brands While Making a Difference
Is your brand championing a specific purpose or cause? If not, you’d be wise to consider it. Cause marketing helps brands connect emotionally with consumers and boost reputation; it also brings business benefits, like increased loyalty and more engaged employees. Quite simply, it’s one of the most impactful ways a company can differentiate and drive positive change. In this blog, we examine how cause marketing can be so effective and why it’s become more and more important.
Connection is Critical
It’s never been more challenging and competitive to connect with customers. From small startups to Fortune 100’s, every company has a platform to showcase, not just their products and services, but the things that mean the most to their brands. A recent Accenture study found that companies that demonstrate a strong purpose have a 2x higher likelihood of creating loyal customers. And according to a similar study from Cone Communications, 91% of consumers would go so far as to switch brands because of a cause that aligns with their values. In short, if your brand does not stand for something, your customer will find one that does.
Benefiting the Bottom Line
The benefits of cause marketing reach beyond deepening connections with customers, and even beyond positively affecting the world. It has also proven to make a major impact on companies’ workforces. According to a McKinsey Health Institute survey, 82% of employees at companies with strong cause-marketing programs report feeling more engaged at work. And, a report from Harvard Business Review found that companies with effective cause marketing see a 25% improvement in employee retention rates. These retention and engagement effects are invaluable to a business.
Authenticity + Transparency = Success
When identifying the right cause for your company, remember that authenticity is vital for effective cause marketing. Consumers today are discerning and quick to recognize genuine commitment versus insincere efforts. Brands should select causes that align with their core mission to ensure that their efforts feel natural and credible. It will lay the groundwork for successful, long-lasting initiatives.
Once a cause is selected, data confirms that the best-performing cause marketers provide updates and share measurable impact—allowing consumers to see the results of their support. In fact, 80% of participants in a recent survey from Edelman reported that a company’s clear communication about its social impact efforts enhances their trust in the brand. Success is dependent upon a strategic approach and clear communication.
Positive Change Wins
At Pregis, the Inspyre™ Program is a cause that’s near to our hearts. Companies using Inspyre™ packaging not only protect their products, but also help fight water insecurities worldwide. As a member of 1% for the Planet, a portion of Inspyre™ packaging sales funds Uzima, a charity that distributes water filters to provide clean drinking water to those in need.
Cause marketing isn’t just about alignment—it’s about action. By committing to meaningful causes, brands strengthen consumer connections, drive business success, and contribute to a better world.
