Cause-related marketing is a marketing strategy where a company and a non-profit organization collaborate on a promotional campaign that raises funds and awareness in support of the non-profit’s mission.
Developing a cause marketing campaign offers your company the opportunity to connect with your customers on a deeper, authentic level by aligning your brand with a meaningful cause. These campaigns build brand loyalty and trust, differentiate you from competitors, increase customer engagement and sales, and enhance your company’s reputation as a socially responsible organization.
Research shows that today’s consumers seek out brands that have a positive impact on people and the planet:
- Businesses with a focus on giving back saw a significant increase (22%) in average order value compared to those without (Source)
- 18-to-24-year-olds are the most likely across age groups (53%) to say they would be more inclined to buy from a brand that shares profits with a charitable cause. 34% of U.S. consumers are more likely to purchase a product if the brand advertises that a portion of the proceeds will be donated to a charitable cause. (Source)
- 74% of consumers reported feeling more positive or neutral about retailers who offer the chance to donate at the register in 2023 (Source)
- 80% of consumers feel it’s possible for a brand to support good causes and make money at the same time. 63% of global consumers pay more for brands that act responsibly (Source)
- 8 in 10 respondents across all generations agree that companies and their brands are an essential part of the solution for challenges facing humanity today, signaling high expectations for brand leadership (Source)
- 62% of Gen Z and 54% of Millennial consumers assume a brand is doing nothing or hiding something if it doesn’t communicate its actions to address societal issues. (Source)
Develop a cause marketing campaign
Running a cause marketing campaign with the Rainforest Alliance aligns your company with a globally recognized symbol of sustainability and demonstrates your commitment to environmental and social responsibility. By supporting the Rainforest Alliance’s mission to protect forests, improve farmer livelihoods, and promote climate resilience, you can give your customers an opportunity to take authentic, meaningful action.
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