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cause marketing
The Hidden Costs of Cause Marketing
Cause marketing earns profits for corporations while raising funds for charities. Yet its short-term benefits belie its long-term costs, making it unsuited to create real social change.
Selling a Charitable Feeling, Along With Treats for the Dog
Cause marketing is being expanded from products for people to products for their pets. It is another way to woo consumers in tough times, said Sean Hardwick, senior vice president and group management director of Draft FCB, because “there’s only so much value advertising people will accept in this climate.”
Billion-Dollar Donors
According to Forbes Magazine, these 14 philanthropists are the most generous people on the planet.
Cause Célèbre
Gen Y demands that brands not only perform to perfection but help make the world a better place. The rising popularity of cause-based marketing reflects a fundamental shift in the way that Gen Y is changing consumerism.
Tide’s Charitable Makeover
By Elaine Wong for Brandweek
Procter & Gamble has redesigned its Tide detergent bottles, as part of a cause marketing program to raise funds for disaster relief. The packaging change is the most significant in the brand’s 60-year history.
The new packaging shows faces of real people Tide has helped, including those affected by Hurricane Katrina. Tide, [...]
